Come behind the scenes of our spring photoshoot with our designer Dee xo
One of the most rewarding aspects of my work is our seasonal photoshoot.
I design each collection around a theme, its starts with the fabric prints and ends with our photoshoot. I love that what was once just an idea in my head becomes beautiful imagery that tells the story behind the collection to the ladies who will wear our frocks.
I feel it’s important for me to tell the story, as a Maiocchi dress is much more than just a dress; it’s something special to be treasured, a dress that you will enjoy for years to come, a dress that will make you smile whenever you wear it.
When I design, I hope that I can inspire the women who wear our frocks to feel fabulous, confident, creative and colourful. I hope that they will feel inspired by the beautiful creativity of the print and the story behind it and to think “I love this dress, I feel great when I wear it”.
To convey the story behind our spring collection ‘Curiouser and Curiouser’ I couldn’t think of a better location than the fabulous home of my friend interior designer Melinda Bounty. Her home in Federal, Byron Bay came complete with a magnificent maze and a tree house, which couldn’t have been more perfect for our glam garden party theme.
It was really an adventure for us as we stayed in a beautiful house on top a hill in Federal for 3 nights with our team, including our gorgeous model, Emilia who flew in from Melbourne for the shoot.
We were also very excited to be working with a new photographer for this shoot, Elsa Dillon. Elsa and her husband Richard have shot all over the world, for all of the top magazines and I felt that they really were as passionate and creative about bringing my story to life as I was.
We spent the first day shooting at Elsa and Richard stunning hilltop home, which they share with their 8 children, their 2 Dalmatians, Dasher and Double, 50 or so chickens and their pony Pudding.
To start the day, Elsa and I worked with the fabulous hair and makeup artist Jenifer Carlson to decide on the look we wanted for the shoot. We all agreed to keep it clean and fresh and quite natural to really let our bright and colourful frocks take the starring role. Emilia is a rare type of model who seriously would look great without any make up at all and she looks good in every single shot. Plus she kept smiling all day long… I don’t know how she does it, especially standing in heels all day!
For day 2 of the shoot we moved just up the road to Melinda’s gorgeous home. We traipsed around her garden for most of the day, trying out different back drops, chasing the light and trying to avoid the intermittent showers. You wouldn't know it from the pics, but at times we had to stand in the rain holding an umbrella over Emilia’s head to keep her hair from getting sprinkled! It was a long day of shooting but lucky for me we had a wonderful team (and several bags of candy!) to keep us going. We had 3 of Elsa and Richards children on location with us and we got some lovely shots of their youngest, Genie, in the matching mini Maiocchi frocks.
Genie nicknamed Emilia our model, ‘big Genie’ which was so cute and everyone started referring to Emilia as ‘big Genie’.
I think it was our best shoot yet, I couldn't be happier with the result and that’s says a lot as I am our worst critic when it comes to our images! A big thank you to the whole team, who were all awesome and I truly feel like you are part of the Maiocchi family now that we have spent those 2 days together! Northern NSW is one of my favourite places to holiday, so the great thing is that it kind of felt like we were on holidays, we had so much fun on this shoot. Oh and it would be remiss of me not to mention the lunch - we discovered DOMA in Federal - if you are ever in the area you will definitely want to pop in to try the best sushi I have ever eaten.
Here are some pics from the day…
Melinda's dog Bon Bon wanted to be part of our photoshoot.
Elsa and Jen working their magic behind the scenes.