BUILDING THE LE TOTE BRAND AESTHETIC
The photography is relatable, and at the same time aspirational. I cast models that convey confidence and strength while being approachable. Locations were chosen to reflect settings that felt relatable to everyday life. The models were never overly made-up; but always simply elegant.
NATURAL/ AIRY LIGHT
To convey authenticity, the lighting direction was light, bright, and airy. It feels natural and not overly produced. Natural light is simulated even in-studio, keeping it directional but soft.
CLEAN BACKDROPS & LOCATIONS
To keep the editorial imagery feeling elevated, both in-studio and on location I chose clean backdrops and minimal props. This helped tell the story while giving the clothing center stage.
DIVERSITY
My mission is to make women feel included, empowered, and represented. To the best of my ability within brand guidelines, I cast women of different shapes, sizes, ages, and ethnicities.
HAIR AND MAKEUP
Balancing her natural beauty was key, maybe a hint of lipstick or liner to accentuate her eyes. She is comfortable in her own skin, she wants to look polished and put together but never too made up.
POSING
Le Tote’s models convey confidence. Instead of an overly serious ‘fashion’ look and pose, we chose to tell the story with a sense of ease and a smile. It’s all about channeling the Le Tote member’s confidence through posing, while letting the garments continue to be the main focus.