For the 04'24 photoshoot, I wanted to create something more intimate and personal. This photoshoot offers a behind-the-scenes glimpse into my design process, giving you a closer look at the creative spaces where Josephine comes to life. With a smaller collection, it felt like the perfect opportunity to make the photoshoot more reflective.
My partner, Dawson, was the photographer for this shoot. After the success of our last collaboration, it made perfect sense to team up again. His ability to capture the essence of the brand aligns beautifully with the vision I have for Josephine.
My mum, Kerry, also plays a huge role in Josephine, so it was important to feature her in this shoot. We work closely together on collection decisions, and her incredible style and invaluable feedback are a big part of the process. She knows me so well as a designer that when I hit a creative block, she can always guide me through it.
The 04'24 collection reflects a calming moment—a pause to breathe as we transition from winter to summer. I wanted the photoshoot to capture that peaceful energy with natural lighting, a minimalist aesthetic, and the cosy familiarity of my office, filled with pieces I love. One highlight is my Richard Parker vase, a cherished gift that holds pride of place in my space. You'll also see my great-grandmother’s handmade shell table, which adds a quirky Kiwiana vibe to the room.
Designing is my passion—it gives me purpose. I take great pride in my design space because it fuels my creativity and inspires me daily. Shooting in this space allowed me to showcase how I personally wear Josephine garments. I enjoy experimenting with silhouettes, layering, and mixing masculine elements to create styles that feel authentic and complement my body shape.
This photoshoot felt like a perfect reflection of everything I love about designing for Josephine. It brought together the people closest to me, the spaces that inspire me, and the pieces into which I’ve poured my creativity and passion. I hope this behind-the-scenes glimpse resonates with you and allows you to see the care and dedication behind each garment. For me, this journey is about more than just fashion—it's about storytelling, connection, and creating something that makes you feel confident and empowered.
Thank you for being a part of it.
xx
