Sent at the beginning of the year, and being inspired by the ‘new year, new me’ attitude, we came up with 3 outfits the customer might wear for a job interview or simply to feel more confident and in control of their year. I shot these as lay-flats specifically to be included in this email.

For this email, I wanted a shot of all the footwear in this collection together. The reference of a working mens club was the inspiration for the e-commerce studio shots, so I continued with this theme to shoot my group shot, using the same carpet and setting up a bar and stool. I then placed the shoes on top for the still life shot, and took another with the boots being worn.

Each month I shoot a ‘Vintage Capsule’, a selection of vintage product to be sold on the website. I dress the set to compliment the items available, and cast a model that would feel totally at home in that world. Capsule #18 was bright and colourful and the model was full of energy - taking on fun characters for each of the items. For a closer look at the Vintage Capsule images I’ve shot, please take a look at my Art Direction page.

When creating work for The Hippie Shake, I am very heavily inspired by original 60s/70s design. This email was inspired by vintage catalogue advert I saw in a catalogue, utilising the mix of campaign imagery and ghost product.

A perk of being signed up the the email marketing list, is the customer receives early access to collection launches. This announcement uses a mood-board I created for the new collection landing page. I used the branding I created, along with campaign imagery, drawings of some of the product and found inspiration imagery. I also used my own hand lettering for the launch date.

Here I designed a feature on a new print from our AW23 collection. We had created a scrapbook detailing the creation of the collection, so I took this and expanded it into a digital moodboard for the email - including campaign imagery, found inspiration images and some elements of the print.

Once a collection has launched, it is important to keep inspiring the customer with fresh ways to style and wear their pieces. Here I shot 4 new outfits on a gridding rack, that weren’t styled this way in the campaign or e-commerce images, to give the reader new looks and pairings they may not have thought to try.

Another Vintage Capsule, specifically for Bridal. When designing this email, I looked at photograph albums from brides of the 70s and included the frame motif that appeared to be prominent throughout. Our model was perfect for these dresses, and set the vintage tone so wonderfully on the set I dressed for her. For a closer look at the Vintage Capsule images I’ve shot, please take a look at my Art Direction page.

Another educational styling piece, this email was to show the customer how they can layer pieces from our collection for the ever changing weather. I shot 2 images for each outfit, showing the full look, and then partially deconstructed.

To educate the customer on our products, it’s great to show them the thoughtful details that go into each item. Here I shot specific parts of each piece so I could design an email which literally pointed to all the characteristics that makes the clothing unique.