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Have you ever wondered what goes into creating the Laura Ashley fashion photography? Read on to see what happened when we shot Phase one of our SS12 Womenswear Collections in the Channel Islands by our Head of Creative & PR Martin Sambrook…

 

DAY ONE: OFF TO JERSEY

4.00 am on day one and the alarm sounds, it’s dark and it’s raining in London but we are off to shoot our Spring Summer fashion shoot in the rather beautiful Island of Jersey ‑ fingers‑crossed the weather is a little more welcoming!

We land in the rather bijou airport in Jersey (getting through customs was a dream) ‑ apparently the rumour mill is in overdrive and the whole island knows that Laura Ashley are here for a photoshoot (not something we’re used to when shooting on London turf so feel very flattered).

It’s always important the day before the shoot to seek out the best spots with crew. We spend the day conducting a recce of the locations that we are considering using for the next 3 days ‑ the weather is good, everyone is so friendly and the island is full of beautiful scenery ‑ this is going to be fun.

It’s an early start tomorrow so after welcoming the rest of the team later in the day and agreeing our plan for the next 3 days, it’s time for a hearty meal at Hotel De France and an early night for everyone.

 

DAY TWO: THE SHOOT

Another early start and Day 1 of shooting is here, we all jump into the people carrier and head off to begin the shoot. Today we are shooting various collections such as Scrapbook, Ceramic Studio (now available to shop online here), Tea Room, Farmers Market, Linen and Promenade ‑ we travelled all over the island to places such as Hamptonne Country Life museum, the seafront lido and also our own Laura Ashley branch which is housed in a stunning period building with a converted barn attached.

Hamptonne Country Life museum

Models Lizzie and Charlotte are amused by resident Fuzzy the cow!

The girls pose outside the seafront lido with ice creams (a few of which they devoured in between takes!). It was starting to get dark so the photographer was cheering up the girls to get the best possible shots before lights down.

An amazing first day shooting and we are all thrilled with the shots.

 

DAY THREE: THE SHOOT

We are shooting outside today so we have everything crossed that it doesn’t rain ‑ we shoot Emporium (now available to shop online) and Essentials in one of the lovely cobbled streets on the island and organise a vintage TR6 and a friend‑of‑a‑friend’s Fox Terrier to add some character to the shots ‑ both are very well behaved!

Despite our best hopes the heavens opened mid afternoon so all hands were on deck to shield our models Lizzie and Charlotte from the rain.

Model Charlotte wandering down the charming cobbled streets with Fox Terrier Barny.

We end the day at the Samurai Gardens to shoot our Boutique story ‑ what an amazing place, the gardens are almost mystical (well worth a visit)…

This picture I took on my Blackberry reminded me of a scene from a painting.

 

DAY FOUR: THE SHOOT

It’s the final day and we head out to a private estate to shoot our Flower Market and Swimwear stories ‑ the location is stunning and we feel very honoured to be here ‑ I nip back to the van to get something and bump into the owner, like everyone else in Jersey he is really warm and friendly ‑ the shots look amazing and we head off to shoot our final collection called Gallery.

 

We pack up and board our flights back to London, everyone is exhausted but the shots look amazing.

Our time in Jersey has been wonderful and the help and assistance of the islanders was so touching,

Thank you Jersey, we will be back soon.

 

Here are some of the final fashion shots (below). Ceramic Studio and Emporium are available to shop online now. Please click here

Shop Ceramic Studio here

Shop Emporium here