LOUKALloukal.eu ↗
Brand photo and video · Sustainable fashion label, Czech Republic
Clothes made to move in
Photos and short videos for LOUKAL, a Czech label of sustainable women’s clothing. Its designer, Anastázie Jegorová, creates small collections with timeless cuts, and every piece is sewn to order in the Czech Republic from fabrics that are kind to nature.
The client
Slow fashion, sewn to order
LOUKAL is the passion project of Anastázie Jegorová, whom everyone calls Stázka. She had worked in sustainable fashion before. With her own label, she can follow her ideas all the way: clothes that respect nature and the women who wear them.
She designs every collection herself and wants her clothes to give women freedom, movement and joy in everyday life.
They design
Simple, timeless cuts that flatter a real body and leave room to move, including pieces for pregnancy.
They make
Each piece is sewn to order by seamstresses in Czech workshops, in your size and colour. No warehouse of clothes nobody bought.
They choose
TENCEL Lyocell, Lenzing EcoVero viscose, organic cotton, recycled waterproof fabric and wool: materials picked to do as little harm as possible.
They sell
Through the loukal.eu e-shop and at markets and in shops, where women can try the small collections on before they order.
The brand promise in three words: freedom, movement and joy. The photos had to show all three.
The idea
Don’t pose. Move.
A still pose shows a dress. Movement shows how it feels to wear it: how the fabric falls, swings and follows the body. So instead of standing the women in a row, I asked them to walk, turn, dance and laugh, and caught the moments in between.
When you are busy moving, you forget the camera, and the smiles are real.
Warm light
Warm colours in morning sun
Rust, plum and caramel fabrics, a flat with tall windows and soft light on the wooden floor. When the sun comes in low, the colours of the clothes glow on their own, with no extra lighting needed.
Details
The quality is in the details
People who buy sustainable clothing want to know what they are paying for. Close-ups of buttons, ties and seams tell that story better than any product description, and they work well in the e-shop and on Instagram.
Late sun
Light that moves with you
The last light of the day, a sage dress and one turn. A little blur is welcome when it carries the feeling: this is what the dress is like to wear, not just to look at.
Video
Short films for social media
For other collections we took the clothes out into the streets. Short clips of walking, turning and smiling at the camera are made for Instagram and Facebook, where a few seconds of movement stop the scroll better than a still photo.
Where the photos live
One look, everywhere
Anastázie uses the photos wherever LOUKAL meets its customers, so the brand looks the same online and in the shop.
Website and e-shop
Product pages, collection banners and the story of the brand on loukal.eu.
Campaigns
Launches of new collections and seasonal campaigns.
Posts, stories and the short videos.
Design stores
In-store presentation at PLACE STORE in Brno and Tvorba Store in Prague, showrooms of Czech designers.
Three shoots in three years. When a client keeps coming back, that’s the best review a photographer can get.
What this shows
Photos that show how it feels to wear
Across three shoots, LOUKAL got everything a small fashion label needs: campaign images with a mood, close-ups that prove the quality and short videos for social media. All in one consistent style, so the brand looks the same wherever customers meet it.