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Behind The Scenes: AW 2017

Behind The Scenes: AW17

 Take a sneak peek behind the scenes of our upcoming Autumn/Winter 2017 campaign… 

“New Season, New Mood Boards”

Every season campaign starts with research. We begin by taking some time to investigate what’s hot and what’s not as well as looking at the styles that our Merchandise department have opted to buy.

All this research is then compiled into our mood boards where we get a feel for the campaigns overall concept and arrive at a colour palette and theme.

The colours we have selected for AW17 are Dusty Cedar, Dark Teal and Dusty Mauve… These shades will be featured in our store window displays as well as in online and print adverts.

“Making Our Concept A Reality…”

Once we’ve arrived at a concept, we next need to create imagery inspired by this. We ask the brands we stock to send us some sample shoes from their new ranges which we then take out on location to photograph for our store window adverts.

Finding suitable shoot locations can sometimes be difficult, as can the unpredictability of the British weather! The fact that we work a season in advance also creates challenges, for example trying to re-create a cold autumn day in the middle of July…

Despite its challenges, this stage is always a lot of fun and usually sees members of our Head Office team doubling up as shoe models for the day.

“The Final Step”

Once all of the photographs have been taken it’s then up to our Graphic Designer Jess to work her magic and transform the raw images into window worthy works of art.

With a colour fill here and an airbrush there, the photographs are touched up before being presented to Managing Director Charles for final approval.

Shop New Season Arrivals Here.

 

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