“Live the full life on the mind, exhilarated by new ideas, intoxicated by the romance of the unusual” – Ernest Hemingway
Winters are unbearably long here in Toronto. As a brand inspired by warm, exotic places this naturally gives me very little to work with. It becomes very challenging to be inspired and find energy to create little worlds. Worlds that hopefully energize and excite others while also finding new ways to breath new life into my brand. A full time job indeed.
I’ve done little photo shoots here and there of course, yet they were always impromptu. I was either inspired by the weather, a beautiful friend, a unique location or the launch a new camera strap, but most of the time all the variables weren’t perfect and under my control. Never feeling like one has total control over an entire image and yet sharing it with the world, proclaiming this represents my work, never really felt fair to myself, yet it was better then nothing.
After working on Jolie Laide for over a year now and finally understanding the brand identity and audience a little bit more, I thought it was time to send a message and take control of all the moving parts. I stumbled upon Loft 404 after my friend Sarah of The Wanderly (more on our collaboration later) shot there and suggested it.
I checked out the place and it was literally the prefect bohemian loft to shoot in. An open concept, light filled labyrinth where one door lead into a completely different landscape. Objects from past, present and future were haphazardly displayed everywhere and the eye was given space to travel and explore…
Note: The Wanderly x Jolie Laide Limited edition camera straps can be found on ETSY
From here, the perfect model was needed. Ideally someone who looked different, exotic maybe, unique and natural. Luckily Sutherland Models had the perfect beauty on hand, Paeyton Lily. After having two bases covered the next was the clothing. Free People has always been a major inspiration for Jolie Laide, so when we were given the opportunity to pick any 10 beautiful pieces from there shop, it was literally like a kid in a candy store. Location. Check. Model. Check. Clothing Check. Lesss do this x
After four hours of shooting, mixing and matching camera straps with the outfits and playing with props, light and positions, we called it a day.The shoot of my dreams was finally conceptualized, and although it was a jigsaw puzzle trying to get everything together at first, we made it happen and got some kick ass shots along the way x
Thank you again for my beautiful friends energetic Clarissa on makeup and talented Pierre as my backup eyes x
Thanks for stopping by friends and check out our latest Camera Straps! Take 20% of your order with “shooters20”!
The Modern Bohemian
Model: Paeyton Lily, Sutherland Models
Clothing: Free People Toronto
Location: Loft 404: Inspired Gatherings
Photographer: Jacqueline Flaggiello
H & MU: Clarrisa Crocombe