HOW WE DID IT: TALLINN SHOWROOM

Our Tallinn showroom has been open a bit more than a month. With a Late Night Shopping Evening happening tonight, we thought it´s a great time to show you how it all started.


 

When I first saw the space, it reminded me of a school gym – a vast space of 200m2. The first thing we put in place was the shelving system. When they ended up looking like ladders, the concept became clear – sports meets luxe. In many ways it matches perfectly our collections´ design aesthetic. The basketball hoop was of course a natural next step.


 

All of this wouldn´t have happened (wouldn´t be happening as the showroom is far from ready…) without interior designer extraordinaire – Katrin Emmus. I´ve worked with Katrin on many projects before (including my wedding) but this was my first ever retail space.


 

Our team work is flawless. Sometimes it feels like we read each others´ minds. When I have a crazy idea, she is the one who works out how to achieve it and makes it look glamorous (like the Macramé technique used for our basketball net). And it also works vice versa. The pink floor strip is one of the ideas that Katrin came up with and it defined the whole space. You don´t need much more when you have a floor like that!


 

Here are some of the behind the scenes pictures of how it all came together. Thank you Katrin for being so amazing! #krisssooniksquad

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

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

 

 

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

 

Making of a Photoshoot

End of June we shot our next Spring/Summer 16 collection. Yes, 1 year in advance! It’s always a stressful time, a lot of last minute pre-panic to get the shoot day run smoothly. But what really happens behind the scenes before the shoot? This is how we do it.

Collection
For us everything starts with the collection. It sets the mood and the story. Throughout the design process, which usually takes about 6 months, I gather all sorts of pictures online or cut them out from magazines. A month before the shoot it all gets serious as we pull together the best bits that create the final moodboard. Pinterest is a great place to get inspiration and keep all finds at one place.
Once the shoot concept is in place, we’ll share the ideas with our shoot team, so everyone can contribute to the final moodboard.

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Model & The Team
We try to work with the same people as much as possible but every now and then new blood brings fresh life to the images and the brand. The photographer, the hair and make-up artist, location scout – everyone has to understand the brand concept and the story.

The choice of the model is crucial. It’s a brand from women to women, so we look for free-spirited, quirky, cool and fun girls that embody the brands ethos. No regular pouting pin-ups but girls that are sexy without knowing it. Finding the right girl is time consuming but when you finally find your girl, it makes the shoot run oh so smoothly.

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Location
The story and purpose of the shoot define whether the photoshoot will happen in a studio or somewhere at a location. A big role is also played by seasonality – is it an Autumn/Winter or Spring/Summer collection?

Our latest shoot for SS16 took place in Estonia where we do most of our shoots. The weather in Tallinn is always unpredictable, so even though it had been quite nice and warm, on the day a very cold wind arrived and the conditions become freezing. The team was all wrapped up in coats and scarves while our brave model fought the cold and managed to pull a very “summery” face. We joked that at least it wasn’t raining.

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