I thought you might enjoy a behind-the-scenes look at how our catalogs come together. Our process is highly organized and efficient—professional, but without the frills and fancies that drive up costs. Every season, Adele flies in from Northampton and we transform my family room into a fully functioning merchandising studio. For four focused days, Lalita, Adele, Natalie and I review the entire line, choose which garments will appear in the catalog, plan the spreads, and make detailed decisions about which jeans and shoes, each piece will be photographed with. It’s meticulous work, but it ensures that every minute of the photo shoot is used efficiently.
The process is fun, but definitely intense. We analyze past sales, compare silhouettes and colorways, and try to anticipate what our customers will respond to. Even though the catalog layout is done later, we’re always thinking about flow—how products will appear together on the page and what the experience will feel like when someone flips through the catalog for the first time.
Our photo shoots happen in two parts. The first is the model shoot, three days of strategic planning designed to minimize outfit changes. All garments photographed with the same jeans, for example, are shot back-to-back. Lalita and I manage the set, and she keeps close track of every product shot, making sure each garment is labeled with the correct product code—a huge task when you’re shooting around 130 styles and end up with well over 200 folders with 25-40 shots in each. A top you see in the catalog with a pant might appear online with jeans or with another color pant, giving customers more styling ideas and flexibility. We want shoppers to see how versatile each piece can be.
The second part is the off-figure shoot, where garments are photographed on hangers. It may look simple, but it’s surprisingly challenging; there are stylists who specialize in this alone and hiring one is expensive. We handle it ourselves, using many tricks we’ve learned over the years to make a garment drape smoothly and look true to life. Unlike a model, a hanger can’t shift an inch to fix a wrinkle!
We’ve just wrapped both shoots—XX model shots and YY off-figure—and it was a great success. Our photographers bring deep experience and understand our garments so well that they are aware of embroidery and other details. With 25–30 frames captured for each final image, their expertise, along with the skill and engagement of the models, makes all the difference.
In the end, this is just one piece of the puzzle—but it’s a piece filled with teamwork, creativity, and a shared commitment to bringing you a catalog that feels inspiring and personal.
SHARE WITH THE ARTISANS:
• What part of catalog production are you most curious about—styling, photography, or garment selection?
• Would you like more behind-the-scenes peeks from our shoots?
• Do you enjoy seeing multiple ways to style the same garment?
Start the Conversation!
