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Project: Eva Mann
Production: VERTEX
Photographer & Retoucher: Jeff Thomas
Models: Jade Amber, Amy Scott, & Spencer Evans
Art Director: Rick Grey
Makeup Artist: Meagan Brown
AD Agency: Jacob Tyler
Behind the Scenes & 1st Assistant: Ryan Borrell
Location: San Diego, CA
Eva Mann Campaign
Shooting for fashion is a lot different than shooting for beauty or lifestyle. While creating a beautiful image is important, the purpose of photographing fashion is to showcase the clothes in a way that represents the designer and holds true to the value of the brand.
Eva Mann is an upscale fashion brand that designs custom quality uniforms for high-end clients such as Gordon Ramsey, Ceasars Palace and MGM Grand to name a few. My purpose for this shoot was to create new photography content for Eva Mann’s website, EvaMannDesigns.com, as well as content for print media for the rebrand designed by my friends at Jacob Tyler Creative Group.
The photoshoot started with the studio shots and one thing I made sure to avoid was having the photos look as if they belong in a catalog. The perks of working on a rebrand is you can set the tone of the brand moving forward. In this situation I had the opportunity to work with an amazing fashion designer, so the last thing I wanted to do was shoot stale catalog images.
Based on the creative direction I had to keep it commercial and consistent for the studio images, but I was able to give it some edge at the same time. We kept it fun and let the models take ownership of the clothing they were wearing. I photographed 30 outfits in the studio and then we moved onto the lifestyle shots, which were used for the majority of the website content and print media.
Shooting the lifestyle images was the ideal shoot for me. I had a lot of creative freedom and I was working with experienced fashion models and an amazing team. For the location, we shot at the Spreckels Theatre, an old building in downtown San Diego that was built in 1912. The interior design was unique and timeless, and I’ve always been so fascinated with the classic style of the 1920’s — everything about this shoot was so inspiring. I just wish I would have had time to shoot more looks.
The challenge of this shoot was to project the mood, tone, and colors in a way that establishes the clothes as the focus of the image. Every look was strategically chosen for each location and every aspect of every photo was designed to showcase the designer’s abilities and maintaining Eva Mann’s upscale, expensive brand.
– Jeff Thomas
Eva Mann Photoshoot – Behind the Scenes
