How I became a photographer for a day

This week we opened a pop-up at Isetan Shinjuku in Tokyo. We are honoured to also have an art frame installed with our latest collection “Rebel Heart”.

To celebrate the launch of the pop-up we hosted a live photoshoot. And I became the photographer.

My experience taking photos is not vast. I usually take them with my phone in a hurry. But this time I took my proper camera and put all the knowledge that I have gathered from the fantastic photographers I´ve worked with over the years. And I must admit, I sure had fun! Especially as we managed to find an Estonian model Anett in Tokyo for the shoot.

If you´re in Tokyo, go check out the pop-up before the 14th November!


 

What inspired the Caturday shoot?

Our AW17 campaign “The Perfect Caturday” is fully out now. But how exactly did the shoot come about?

The Perfect Caturday is all about having a lazy day home alone. You can sleep late, read a book in the bath, get some take away pizza. You take time to get ready for a party that you end up never going to. Being at home is just such a bliss.

Here we share some behind the scenes images from the day and a moodboard that prepared us for the busy day.


 

Check out the full shoot here

Behind the Design: Kristel Turtleneck

Turtleneck Suspender Top

We launched the first Summer collection in 2009 with our Kristel Suspender Tank Top being one of the stars. Women immediately fell in love with its feminine shape and the comfortable jersey fabric. I was certainly one of the fans of the design. Being from Estonia I had to also create something to survive the freezing Nordic Winter in the same classy style. This is how the Kristel Turtleneck Suspender Top was born.


 

Kristel Suspender Top

Named after our first photographer and my dear friend Kristel Raesaar, the top is as versatile as her creative mind (she came up with the term “loungerie” for us, so you get what I mean). The top can be worn hidden as a layering piece or you can rock it with pairs of jeans and let the suspenders show. Moreover it’s reversible, meaning you can have the cutout in the front or at the back.


 

Turtleneck Suspender Top

Made in Estonia from the softest viscose jersey sourced from our long-time suppliers in Italy, I never wanted to compromise on the fabric. It had to be the softest and most durable option we could find. I wanted women who wear the top to feel confident, comfortable and sexy. With so many ways how to wear it, I think it really ticks all the boxes.


 

Manufacturing

I have always seen it as an more fashionable alternative to a classic black turtleneck.
It truly is a staple piece with a twist!


 

Suspenders

3 days in Paris

It was the fourth time showing our collections at the number 1 lingerie trade show in the world – Salon International de la Lingerie. For the AW17 season we were chosen to show in the brand new area – Uncover. The space was light and airy, had a very relaxed vibe, a great soundtrack, and a glass of champagne in the evenings sure made the three days very enjoyable. Trade shows can be hard but the organisers Matthieu and Daniela treated us really well.

Meanwhile on the other side of freezing cold Paris, the iconic department store Galeries Lafayette opened a Valentine’s pop-up featuring a hand-picked selection from our collection. If that wasn’t fantastic enough news, when we visited the store, we found the mannequin wearing our Susan Glitter Gown! The pop-up will stay open until the 15th February, so if you’re in town, go check it out.


 

 

Japan Christmas Campaign

On my trip to Tokyo in October we shot the first ever Christmas campaign especially for Japan. What made it extra fun for me was that the entire team was Japanese. The talented photographer Sayo Nagase, stylist Nina Utashiro who also happens to work as the fashion editor of I-D Japan magazine, Sachiko Omori the hair wizard of Tokyo, and our beautiful model Yuka Mizuhara who amongst others has graced the cover of Nylon Japan. Here´s the final result! Plus a few exclusive behind the scenes shots from the day.

Enjoy!

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TFW Behind the Scenes

Last week the Tallinn Fashion Week catwalk become a party scene for our gorgeous lingerie-clad girls. The show was the biggest we´ve ever organised. It took months to prepare all the 40 outfits, get the concept and models together.

But what went on behind the scenes hours before the show? Here´s a little sneak peek into all the pre-show excitement.

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Photo credit: Sigrid Kuusk

It’s showtime!

In a few days we will be putting on another fashion show – this time we’re back in Estonia celebrating Tallinn Fashion Week 10th anniversary.

The show preparations always start about a month ahead. From figuring out the concept to casting, from styling to music, it’s a long process with many layers and many unexpected moments. But the minute the first girl goes out on the catwalk, all the nerves are gone and we all remember why we love to do it so much.

To get everyone else in the mood as well, here’s what goes into setting it all up.

Concept: This time around it was easy! We decided to theme the show after our AW16 campaign “The Morning After”, which follows the adventures of a birthday girl on the next day after the big party

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Set & props : We love to go for that extra mile and make sure the concept really comes through to the public. That often involves building a set, using props, video projection and really thinking through the music selection. This Saturday’s production will be our most ambitious yet…

Models: Besides being drop dead gorgeous Kriss Soonik girls are strong, powerful and full of mischief.

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Styling: No doubt the lingerie and loungewear pieces are the true stars of the show. This saturday we’ll be showcasing the highlights from AW16 and SS17 collections mixed with special show pieces. You can expect sparkle & glitter and of course our signature details.

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Peek behind the scenes

This week has been intense! We shot our brand new Spring/Summer 17 collection lookbook and right after that our Autumn/Winter 16 campaign. Let me remind you that this was just after last weekend’s Midsummer festivities. But with such a great team, anything is possible!

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Our gorgeous model Maria showing us some funky dance moves.

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Final touches by Kriss.

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Next day we ventured out of the studio and built an amazing set for the AW16 campaign shoot.


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The Team / Girlsquad:

Photographer: Sandra Palm

Video: Getter Kuusmaa

Set design: Johanna Eenma

MUAH: Nele Pandis

Models: Maria Järva at MJ Models / Liis Teemusk at AL Model Management

Assistant: Piret Mellik

 

 

SS16 campaign moodboard

The SS16 campaign shoot titled “The Cat that Walked by Herself” has been inspired by all independent, stubborn and gorgeous women.

The focus point is on a girl in her garden doing what she wants, however silly that may be. She is exactly who she really is – a bit goofy, but incredibly beautiful and completely unaware of it. Even if she notices someone staring at her from the bushes, she doesn´t really care. She is so comfortable in her own company and can easily entertain herself. No help needed.

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I believe we achieved exactly what we aimed for with the shoot – a celebration of independence and self-confidence. Check out the end result in our lookbook gallery.

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Model: Ellu Arula
Photographer: Sandra Palm
Make up and hair: Nele Pandis
Location scout: Katrin Emmus
Assistant: Liis Teemusk

A/W 2016 Lookbook Shoot – Behind the Scenes

Take a sneak peek at what was happening at our Autumn/Winter 2016 lookbook shoot last week. It was a super long day, but our awesome team on set managed to make everything come together for a great result.

Can’t wait to share the final pictures with you already!

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Model: Nelery Rästas @ E.M.A Model Management
AD: Kriss Soonik-Käärmann
Photographer: Sandra Palm
Make up and hair: Nele Pandis
Style: Johanna Eenmaa
Assistant: Liis Teemusk