Autumn / Winter 21
Contemplating the year just gone, whilst looking forward to everything to come; Saint and Sofia’s first campaign for 2022 showcases the season's greatest hits with an editorial twist. Using mirrors as a literal analogy for contemplation and reflection, the campaign draws upon the idea of a look to the past, complemented also by the idea of infinite possibilities.
Making use of a variety of abstract photographic compositions, Reflect presents some of Saint and Sofia’s best-selling products in a never-seen-before light. Items such as the Greenwich Dress, Chelsea Pant and leather Noho Boot are given centre stage against a minimalist white wash and concrete backdrop.
We shot this campaign in one day, in East London. Photography and Art Direction was by Michael Higham. Still life photography was by Dominika Durianova, Production by Amber Allinson-Epps and Styling by Ellie Dotchin. Hair and Makeup was by Zoe Cornwell, our models were April Alexander and Rebecca Pearson and set build was by Robbie Stapley.
The Reflect playlist
Listen to the sound of our Autumn Winter collection with a carefully curated mixtape on Spotify. Warm, meditative sounds with chilled instrumentals fill this reflective playlist. Perfect for some peaceful contemplation, resolution writing or some post-Christmas chill.Listen on Spotify
Behind the scenes
Our Creative Team shot this campaign within a single day in December. The Hackney based studio, home to the campaign shoot, was carefully selected due to its beautiful polished concrete interior.
Countless preparation days were needed in order to plan Saint and Sofia’s first set-based studio shoot. A modular mirror based set that could easily be moved and adjusted needed to be created in an effort to minimise the risk of crew members being visible in reflections. This responsibility was tasked to carpenter Robbie Stapley, who created the mirrored structures using a wide range of glass and acrylic based mirrors.
Lighting and colour development also played a huge part in the planning of the campaign. Coloured gels were included within the lighting setup to add depth and variety, choosing decidedly more cold tones to reflect seasonal trends.
Photography and Art Direction was by Michael Higham. Still life photography was by Dominika Durianova, Production by Amber Allinson-Epps and Styling by Ellie Dotchin. Hair and Makeup was by Zoe Cornwell, our models were April Alexander and Rebecca Pearson and set build was by Robbie Stapley.