Last week we completed our fall 2017 Lands’ End Business seasonal shoot featuring our new product and color collection. While the finished photos look natural and effortless, a lot goes into getting the perfect picture. Here’s an exclusive behind-the-scenes look at what goes on at a Lands’ End Business seasonal photo shoot.
Months before the shoot even happens, the Lands' End team selects color palettes and textures, and develops the creative themes that will run through the season’s catalogs by creating visual centers and mood boards. For this fall, we chose reds, oranges, and earthy browns to create a warm but still autumnal feeling. The imagery reinforces the comfort and professionalism of Lands’ End Business apparel, not to mention the confidence you’ll feel when you wear it.
At Lands’ End we take pride in our Wisconsin roots—our headquarters are located in Dodgeville, about 50 miles west of Madison. For the fall 2017 season shoot, we decided to take advantage of the resources around us by shooting locally in downtown Madison.
We selected Atmosphere Interiors to shoot the associate level models—dressed very casually in jeans and polos. The color scheme of this facility was well aligned with the color palette our creative team envisioned, with warm reds and neutral tones that establish the visual aesthetics of the fall season. The unconventional office environment with plenty of open space gave this location an authentic “young professional” ambiance.
Located in the heart of Madison is EatStreet, a Madison-born tech food ordering and delivery company founded by University of Wisconsin students in 2010. This space felt both collaborative and sophisticated, with an open-concept layout that allowed us to capture our mid-level models—outfitted with button-down shirts and chinos—in realistic situations.
Our last stop was Ovation, a luxury apartment complex in downtown Madison and the location of Eppstein Uhen Architects (EUA), an architecture firm specializing in designing workspaces, learning and living spaces as well as healthcare, science and technology environments. Ovation and EUA’s high-end ambiance and natural light provided an authentic environment to shoot our executive models in tailored suiting, blazers, trousers and skirts.
The Perfect Shot
It is essential that our photography is relatable and inspires confidence in Lands’ End apparel. It’s why we avoid posed, artificial shots, preferring images that show models “at work.” The props we use add to the authenticity of the scene, from colored pens, rugs, plants and throw pillows to abstract canvases painted on the spot to add color to the background. Our prop stylists even work their magic to turn a hot sunny day into the perfect fall afternoon—complete with rain and leaf piles!
The photography team hauls lighting equipment to each location, sets it up and breaks it down at the end of the shoot—a huge project in itself. With each new scene we take hundreds of photos from different angles so our creative team can choose the best shots for all usages within our cross-functional in-house design and marketing teams—from printed catalogs to digital graphics. Our lead photographer, Paul Wright, was friendly, enthusiastic, and captured our vision perfectly through his lens.
Stylists make sure that every piece of clothing matches the seasonal color palette, and bring in racks of apparel and accessories with extras on hand in case of a wardrobe malfunction. (Thanks to our great team based out of Dodgeville WI, led by Geralyn Wallace, we hardly ever have those!) On-site seamstresses provide last-minute hemming, buttons, and tailoring to make sure the clothes fit just right.
Makeup is kept natural for a realistic, everyday look. The team worked throughout the day ensuring clean skin for every shot, touching up blush or powder to match the lighting and color of the scene, and fixing any stray hairs.
The fall 2017 seasonal photo shoot was a lot of hard work but a lot of fun, too! With the help of everyone on our team we were able to capture some great imagery showcasing our new and existing styles that help outfit your team day in and day out. We would like to thank our awesome partners for allowing us to use their spaces. Look closely, and you’ll notice them in Lands’ End Business catalogs and online coming this fall.