I had the honor and pleasure of working on a really exciting project this week. Recently I met Caroline Misa Alvo, a small woman on a big mission. In February Caroline launched www.vivagamita.com a retail website specifically dedicated to petite trend savvy women 5’4 and under. Being an adorable 4’8 herself, Caroline was driven to launch the site that catered to the small in stature and offered an alternative to limited clothing options or endless tailoring. The site had been live for a few months when she approached me because the site was missing a specific branding and esthetic. And although the site looked very clean and professional, it seemed to be missing that certain element that connected the shop with the trend-aware petite shopper.
We decided on creating a look book that would incorporate the summer line showing the models in the city wearing the clothes as one might wear them out in the real world. In stock were a bunch of brightly colored, high end contemporary pieces that I felt were a lot of fun but needed to be portrayed in a way that might inspire a whole outfit—not just show a picture of a shirt. We worked with another retail site www.baublebar.com who lent us a bunch of accessory pieces and I created 4 “stories” for the book which included a casual day look, night look, work look and dressed up day look (wear to brunch—I think that’s what I called it).
Because of limited time and budget we had one day to shoot everything. This included 3 hours of outdoor shooting and another 5 hours for studio time in which we would need to shoot the new pieces that had just arrived for the site. The morning started at 6 am with hair and makeup. After that I fitted the girls in each of their outfits, pairing them carefully with shoes, bags and jewelry. Styling more then one model can be particularly challenging because you have to make sure not only that the one outfit looks complete, but that it also works alongside the other without clashing or taking away from either.
Luckily for us the rain cleared up for the morning and we shot guerilla-style in TriBeCa, using the grittiness of New York as a backdrop for beautifully patterned silk garments. There is much to be said about working with a good team. The shots went quickly, the models knew exactly what to do and the photographer had a clear vision of what we were shooting. I felt very pleased with the way the styling had turned out and felt I had defiantly added a different dynamic and dimension to the way the clothes were presented.
After we moved into the studio, which was the less fun and creative part but equally, if not even more, important. Here we shot each of the garments against a white back ground front and back to give the shopper a more precise view of what they are buying. For this I used limited styling because you want the garment to be shown as is.
The look book was launched on the site last week and looks amazing, if I do say so myself. Take a look, tweet me at @danifoofoo and let me know how you like it! Check out the Alice Trixie blazer and the LAmade empire waist pleat dress. These are my two favorite items!
Til next time, Dani