Thursday, July 14, 2011

Fresh Collective Fall/Winter Lookbook shoot!

The Fresh Collective Fall/Winter 2011 lookbook shoot was last week.  Here are a couple behind the scenes shots and actually a bit of a sneak peak at my FW11/12 line!  The shoot was orchestrated by Jane Haselgrove, one of Laura-Jean's main assistants.  I actually know Jane from a few years back.  We worked together for a summer at Preloved and became friends.  Jane was attending Seneca at the time and I was at Ryerson.  Then a few years later she turned up again as Sarah's assistant at The Rage where I was selling my line.  Then a few months back (or has it been almost a year?) Jane sent me a message saying she wanted to apply for L-J's assistant job.  Knowing what a positive, talented and hardworking individual she is I put in a good word with L-J and she's been working hard to help propel the Fresh Baked Goods line ever since!

Anyway, the shoot was photographed by Emma-Lee, super amazing graphic designer/photographer/PR specialist!  It took place at her super cool apartment/studio which is actually (coincidentally?) just behind the store.  So all morning we were running back and forth from the store to her studio to grab extra t-shirts, hangers, accessories plus steaming and ironing garments.  It was pretty crazy.

As a side note, Emma-Lee is also an incredibly talented singer/songwriter!

The first photo is the new Audrey Sweater.  This is actually my favourite sweater style for the new season!  It's got a super cool slouchy shape with a raised neckline and cowl.  The back has some interesting detailing but you might have to wait for more photos to see that. 

The second photo shows my new Brett Hat and Ashleigh Mitts (designed by my former assistant Ashleigh McIver).  Having done so well with my armwarmers and hoodscarves I decided to expand my selection of winter accessories to include cute hats and mitts.  And the best part is I can use all the leftover scraps from my clothing items to make them! 

I'll be unveiling my new website as well as my Fall/Winter collection at month's end it looks like so stay tuned!

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