A few weeks ago the team from boohoo.com were in Stockholm to shoot their latest menswear campaign, which conveniently coincided with my return from London Fashion Week. I’ve done a few behind the scenes shoots before, but never on location, so I was pretty excited to see what happens when you shoot in a foreign city.
Having done a rekkie the day before, a rather tight team comprising of a stylist, assistant stylist, photographer and assistant/menswear designer had scouted some gorgeous spots to photograph within the old town; Gamla Stan. Luckily the Stockholm sunlight did not disappoint and it was already a glorious day when I came and met the team in front of the royal palace. By 9am we were a team of seven, as Toby (our male model) and our make-up artist had arrived and were getting ready for the first shots of the day.
9am: Having found a spot tucked away in the Old Town of Stockholm with a gorgeous view overlooking the city we get into place for the first shots of the day. The team have commandeered a small fishing boat, which Toby manages to navigate his way into for some rather fetching water shots. Skinnies, heavy boots and knitwear make-up these looks with a rather fetching shearling denim jacket completing the second outfit of the day.
10.45am – Models can’t be modest it turns out. Getting dressed in the back of the car is as glamorous as it’s going to get and Toby slinks out of his skinnies to change into some more formal attire for the next set of pictures in the centre of the old town. Much to the tourists delight, Toby’s unchanging coincides with their arrival at the Nobel Museum – a lot of camera flashing takes place, and a lot of giggling Japanese women are ushered away by their partners. The next look is one of sophistication, think a two piece suit, buttoned up animal-print shirt and chukka boots.
12.30am – After a brief coffee break and a rather fetching shoot in one of Stockholm’s most famous cafes, we explore some of the city’s alleyways. The next shots feature my favourite garment of the day, a black bomber jacket with faux leather sleeves and collar, and a pair of cropped trousers (I love a flash of an ankle). Everyone is in high spirits, employing passers by to model with us and generally get in on the fun – it’s unusual to see a team laugh as hard as this whilst still retaining professionalism. I’m loving the boohoo crew.
15.00 – We’ve fed ourselves by this stage and are now onto the last few outfits of the day. The stylist assistant Mia, must be the most resourceful woman I have ever met in my life. We wanted a cafe to takeover, she emptied out a cafe for us. We wanted a newspaper, she found one of those too. And when we wanted a bike she got us a bike, and not just any bike, but this sleek gorgeous vintage number for us to loan for the afternoon. Only in Sweden would a guy leave you his bike for a few hours and trust you to return it safely.
17.00 – And just when I thought girl had done good with the bike, she got us a boat. A massive boat, complete with a Swedish flag and a breathtaking view. And that is where the last shot of the day happened, overlooking a beautiful Stockholm skyline and with Toby wearing a rather fetching, roll-neck Christmas jumper.
