• Jessica Bellef

Three brands that transport us

Image by Brydie Mack for Faithfull

There is a swag of lifestyle brands out there that pulse fresh waves of beautiful imagery into the world regularly. These images feature sun-soaked beaches and bleached cobblestone streets. Jewel green jungles and exotic architecture transports us from our daily grind and ginger us up with holiday feeling.

Brands rely on images to sell their product and rely on the narrative of the images to draw in the customers. A stunning holiday location sets the scene for evocative imagery that has the consumers grasping at emotion and fighting the urge to book a flight. The holiday feeling infuses into the product, meaning that buying the item is the next best thing to sitting on the sands of a Maldivian island or taking in the colours and scents of a Moroccan souk.

A mass of work goes into a location shoot and it starts months before the creative team jumps on a plane. The people involved aren’t low-key cruising around, sipping Aperol Spritz, working on their tan, and taking a couple of snaps when the opportunity arises. There are bags and bags of product and props to look after, local authorities to deal with (often permits will have to be bought before a team can start shooting on location) and deadlines looming. Nothing like the hourly count down of a flight home to put the pressure on to get the most amazing shot! The fact that it looks all so effortless is a testament to the team’s talent and organisational skills.

Here are my picks of the brands that evoke a holiday spirit so, so well.

Faithfull is a fashion label that lives the idea of wanderlust. Their content is shot in stunning faraway lands, featuring tanned and toned nomadic gypsy types in loose but revealing threads, always at peak sun. Follow their Instagram account and you will get a Vitamin D boost any time they post.

Toast embrace simplicity and quiet elegance in their designs and content. The UK based apparel and homewares retailer does a beautiful job of styling their product in unique settings and although the locations aren’t immediately obvious holiday destinations, they manage to capture feelings of escape and discovery in their compositions. Their blog is an excellent resource for travel and culture.

Anthropologie executes every single morsel of their creative in the most stunning, on-brand way. When I was teaching visual merchandising, I would constantly refer to the thoughtful and skilful store displays handmade by Anthropologie staff. Their fashion and homewares ranges are globally inspired, slightly boho, and artistic, and their imagery taps into this muse. Spicy, richly saturated colours and interesting textures fill their catalogues, with locations like Morocco and India providing the perfect backdrop for their wares.