Milli Lulo is a vibrant and playful fashion brand designed for a younger demographic, known for its bold patterns, flowing fabrics, and comfort driven designs. With each seasonal collection, Milli Lulo refreshes its imagery to capture the brand’s evolving aesthetic ensuring their styles always feel fresh and relevant.
For their latest collection, we took a creative journey that brought us to Cactus Country, a desert landscape with towering cacti and sprawling desert flora, to capture the essence of the Mexican inspired theme that Art Director Kat envisioned. The location was far from typical, and this was intentional. While it took a seven hour round trip from Melbourne, the unique backdrop transformed the shoot into something truly special.
Styling was intentionally minimalist, allowing the location and bold patterns of the clothing to shine. Practical accessories such as hats, sunglasses, tote bags, and delicate jewellery complemented the desert landscape without overwhelming it. Footwear was selected with authenticity in mind, opting for wedges and boots instead of heels to maintain comfort and versatility.
In terms of photography, capturing the best of the natural sunlight was essential. I worked with the shifting light throughout the day to introduce natural sun flares into the images, adding warmth and spontaneity to each shot. During the brightest parts of the day, I ensured that even lighting was maintained on the model’s face, providing a polished, flattering look in every image while still keeping the effortless, relaxed vibe intact.
The final collection of images perfectly encapsulates Milli Lulo’s aesthetic, playful, bold, and adventurous. The desert setting provided distinct, high impact visuals that helped elevate the brand’s identity and connect with its audience on a deeper level. The result? Many pieces from the collection sold out shortly after launch, confirming the power of strong, story driven fashion photography in connecting with the target market. The final collection helped Milli Lulo reinforce its signature style, creating a stronger emotional connection with their customers and driving sales.
Ready to elevate your brand with captivating visuals? Let’s create images that tell your brand’s story, connect with your ideal audience, and drive the results you’re looking for. Contact me today to discuss how we can bring your vision to life through editorial fashion photography.
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