Focus on luxury for Stoned and Waisted

Stoned and Waisted are a high-end, online boutique famous for their shearling coats and jackets that are designed and made in the UK.

This isn’t the first time I have had the pleasure of capturing their amazing stock, after all fashions are constantly moving and changing and keeping an up-to-date visual catalogue is key – this is an industry that doesn’t stand still. This also contributes to the complexity of fashion shoots as they blend such a variety of components, the trends of the moment, products, people, the potential to change locations, even mixing white background shots with candid images.

This most recent shoot focused on their Autumn/Winter range and the beautiful shearling coats they will be stocking for the colder months.

Shearling coats are priced to reflect their quality and the images need to present them as the high-end item they are. The visuals need to tell a story and immediately capture the attention of potential customers. And the story that they need to tell is one of reputation, quality and desirability.

On a fashion shoot, it’s important to remember that the final images aren’t just selling a product – they’re selling a lifestyle. The way the coat drapes, the manipulation of natural lighting to bring out the rich tones, even the model’s stance all contribute to telling that story. For me, the goal is always to add value by helping to shape the brand’s identity through imagery that feels authentic yet aspirational.

Stoned and Waisted is also very aware of its audience and who will be buying from them, which needed to be reflected in the models we chose to work with, and I was delighted to have the opportunity to introduce Pam Davis – a regular model on Good Morning and a dear friend – who was perfect for the role.

Pam’s involvement brought a fresh dynamic to the shoot. Her professionalism and experience shone through, making my job as a photographer much easier. The focus was on creating a visual narrative that would resonate with Stoned and Waisted’s customers, highlighting the luxury and craftsmanship behind each coat.

Each shot was carefully created to capture the texture, warmth and detail of the garments, whilst also conveying their exclusivity. The resulting images not only showcase the beautiful product but provide a selection of images that can be used across various platforms.

In this case, the shoot not only delivered on showcasing the collection but also reinforced Stoned and Wasted’s place in the high-end fashion market. I’m thrilled with how the images turned out, and I look forward to seeing them in action as the brand launches its new Autumn/Winter collection.