I’ve worked in the fashion industry for many years and have been backstage at lots of fashion shows but I’ve never had the chance to be present at a studio shoot; it’s something I’ve always been interested to see. So as you can imagine, I was very excited to be asked by ME+EM to join them behind the scenes at their AW15 shoot.
It was great to see how stylist Aradia Crockett put together the outfits. ME+EM is aimed at busy women who need their clothes to be multi-functional, perfect for a meeting one minute and a meal with friends and family another. This really came across in the styling, Aradia combined flattering denim flares with an elegant silk blouse for one look and in another layered leather leggings with a pussy-bow blouse and double-breasted blazer. Both on-trend looks that could work for many situations.
The brilliant hair and make-up team created a natural and windswept look on Swedish model Sanna Bäckström. I really wanted to ask them for tips but it was not the time or the place. Watching Sanna on-set was an education in itself, she’s a consummate professional and, I can only imagine, a dream to work with. She moves constantly in front of the camera, takes direction well and looks bloody gorgeous. Photographer Brendan Freeman was behind the camera, quickly snapping Sanna’s every move, and produced so many incredible images that it made it difficult for the team to choose which one fitted the brief best. It was wonderful to see how the whole team works together and interacts, no one person takes full-responsibility for choosing the final images, it’s absolutely a team decision.
It was the chance to sit down and have lunch with Clare Hornby, founder and creative director of ME+EM, that was the most interesting part of my day. Clare talked passionately about their ethos ‘intelligent style now and forever’. So what does that mean? ‘Intelligent style’ – pieces like their layering shirts which are designed to be worn under knitwear without the ugly bulk you get with a standard white shirt, or their shearling coat which has been cleverly designed to be reversible without you feeling like the Michelin man when the fur is on the inside. ‘Now and forever’ – designs that will stand the test of time, that work with current trends but also become essential components of your everyday wardrobe.
I came away from the shoot with a huge respect for the process I often only get to see the results of and a wish list the length of my arm. ME+EM have the same passions I do for quality, both in fabric and construction, they also taught be a thing or two about fit.
Thank you for the wonderful experience ME+EM! xx
See their website for the final results and to shop the new collection.