Ever wondered what goes into capturing the perfect campaign imagery? The process is as intricate as the pieces we create—thoughtfully considered, artfully executed, and designed to inspire.
It Starts with a Vision
As Laing’s founder, designer, and creative director, Anna Murray crafts a mood board to set the tone. It’s more than just imagery—it’s a story, a feeling. For the AW25 collection, the vision was one of elegance and quality, with an effortless versatility that allows each piece to transition seamlessly from day to night. Think refined luxury, made wearable—an understated knit elevated with a sculptural earring or a perfectly chosen shoe.
Bringing the Concept to Life
Collaboration is key. For this season’s campaign, Anna worked with photographer Guy Coombes, stylist Victoria Harvey, and hair and makeup artist Leisa Welch. Each brought their unique perspective, refining and interpreting the creative direction to ensure the final imagery embodied the Laing ethos.
The Shoot Day
With an early start at 8 AM, hair and makeup begin their work while Anna, the photographer, and their team fine-tune lighting and composition. The goal? To capture the essence of Laing—effortless sophistication and timeless quality.
There’s a rhythm to the day. The first few frames ease the model into her role, allowing her to embody the brand’s signature style. Modelling is often perceived as effortless, but the reality is an intricate dance—holding a pose, conveying emotion, embodying the mood. Our models move from soft cashmere in warm temperatures to sleeveless pieces in the chill of autumn, all while maintaining poise and grace. It’s an art in itself.
Throughout the shoot, there’s a constant dialogue. A collaborative review of images, subtle adjustments to posture, lighting, and styling until the team knows they’ve captured the perfect shot—one that tells the story with quiet confidence.
After the Cameras Stop Rolling
The work continues long after the last shot is taken. The photographer sifts through hundreds of images, curating a selection that captures the collection’s essence. Then, Anna carefully refines the edit, choosing the final images that best represent the Laing aesthetic. At Laing, we believe in authenticity—retouching is minimal, reserved only for background clean-ups or the occasional pin securing a garment. Faces remain untouched; beauty, just as it is, is always enough.
From Concept to Collection
Once the final images are released, the true test begins—how they resonate with you, our customer. Do they convey what we intended? The quality, the craftsmanship, the timelessness? Each campaign is more than a collection of images; it’s a reflection of what we stand for—season-less, thoughtfully designed garments made to last.
It’s a process that begins with inspiration and ends with a story woven through every piece. We hope you see it, feel it, and, most importantly, live in it.