Concept, casting and photography for a summer linen collection, shot in one week.
Client Atelier Rue
Scope Art direction, photography, lookbook
Timeline 5 weeks
Year 2025
The challenge
Atelier Rue makes linen clothing in small runs. Their summer collection needed a campaign, a lookbook and e-commerce images — on a budget that allowed one week of shooting and no studio hire.
Our approach
The concept was simple: one long summer day, from a slow morning indoors to an evening on the shore. We cast three people who actually wear linen, shot in a borrowed apartment and on a quiet beach, and used only daylight and a single reflector. Every frame followed the same warm colour script.
Morning: the white shirt.
Noon, against the stairwell wall.
Evening on the shore.The result
One week produced the campaign, a 32-page lookbook and every product image for the online shop. The collection sold through in nine weeks, the fastest in the brand’s history.
9 wks to sell through
32 lookbook pages
1 week of shooting
It felt less like a campaign and more like a memory of summer. Exactly what we wanted.