Photography by Tim Swallow
Styling by Amber Lennette
The crazy creative Kip + Co. team is back with a big collection of juicy prints, wobbly lines, captivating colour combo’s and another step up in their growing homeware empire.
I have watched with huge interest since the moment they stepped into the very quiet and subdued market with just a few independent bedlinen brands knocking around. The team were noisy, totally outrageous and from day dot have been committed to presenting their fun brand in a professional but innovative way.
You can head to their site (and visit their great list of stockists) to check out more of this collection. Scrolling down I am VERY happy to share a Q+A with Alex Van Der Sluys; co-founder and co-designer with her thoughts on the effort vs outcome of working with a professional team to achieve lookbook excellence. Some great words in there for the emerging business owners among you!
We are ALSO stoked to share some beautiful behind the scenes shots from the campaign, both below and further on Junior’s where we concentrate on their wild kids offering.
ALEX VAN DER SLUYS ON PRODUCING A LOOKBOOK
(co-founder / co-designer of KIP & CO)
IT’S NO MEAN FEAT TO PRODUCE COLLECTION AFTER COLLECTION OF PATTERN PACKED KIP + CO. AWESOMENESS!
WHAT IMPORTANCE DO YOU PLACE IN PLOUGHING MORE TIME AND RESOURCES INTO PRODUCING PROFESSIONALLY STYLED AND SHOT LOOKBOOKS? IS THERE AN INTENTIONAL STRATEGY?
Without a doubt, having a great product both in terms of design and quality is the most important thing for any business (in our humble opinion!) But a very close second is having great images. When we started a couple of years ago, we invested a lot in getting the right photographer and working with a passionate and creative team to make some inspiring photos.
They live on forever!
Its your chance to inspire people by showing them what your product might look like in a real home, and if you nail the images then the power of social media will keep that wave building and growing and carry your images to a whole other group of people…and thats very important for an online business!
HOW LONG WOULD A NORMAL SHOOT TAKE TO COMPLETE AND HOW MANY PEOPLE ARE INVOLVED?
We’re grow every time! Its like the circus rolling into town now…but its one hell of a show. Our latest shoot was four days – one setting up, two shooting, one packing down and reviewing images. But that doesn’t account for the huge number of hours / weeks / months spent planning in advance to find the right location, model, make-up artist, props, assistants, food, transport and on and on and on. “All hands on deck” is an understatement at our shoots – we’ve had every family member (immediate, extended and distant) lend a very generous hand plus all creatives (photographers, stylists, models, make up artists and their teams). I think all told for our SS14 shoot we had just over 20 people involved. Wow…never actually counted that up before, that is nuts! But it is so worth it, the look book is our creative baby, its when the range really feels like it comes to life for the first time and is just so so exciting.
SINCE THE LAUNCH OF YOUR FIRST COLLECTION AND CAMPAIGN SHOOT, WHAT HAVE OUR LEARNED WORKS AND IS VALUABLE IN TERMS OF THE TYPE OF SHOTS AND THE LOOK YOU ARE GOING FOR?
I don’t think any of us had stepped foot on a photo shoot before we did our first one for SS12 so this could be a very long answer but Ill try and keep it brief! I think the significance of good images was a big learning for us; we knew that they would be important, but after that first season it really cemented just how important they are. We learnt the hard way to make sure that we always have a great in situ shot of every product – if you don’t, you’ll feel it at the other end in terms of sales. Its also important to show how the products work together as a story, so that you’re not just seeing something in isolation and can’t imagine what it might work back with at home. And finally I’d just say be clear about what your ‘brand’ is and make sure that your photo shoot is consistent with that. And don’t forget to have fun, cause at the end of the day, that is the aim of the game