AW17 - Behind the scenes at the shoot of our new collection!

Delving Behind the Scenes of our A/W17 Mood shoot

A mood shoot is important to a brand for so many reasons, but for us here at Bluebella it helps to determine the way the we move into the next fashion season, and because we’re a creatively collaborative bunch, we all have a say on how that goes.

Whilst some labels might keep this process a secret, you already know we’re not like that at Bluebella. We showed you last month how your favourite pieces go from drawing to design and now we’re taking you backstage on our most recent mood shoot, to see what really goes on behind the scenes. Each and every customer is just as important as the slightly crazy but surely creative hive mind here, and every purchase lets us know we must be doing something right.

“Fast paced and hectic, but fun and exhilarating” are four words the Bluebella team use to describe the atmosphere on set at our campaign shoots. Set up, shot and de rigged in the space of just one day, two mood shoots happen each year - one for Spring/Summer, one for Autumn/Winter. The shoot for our latest collection, our A/W17 mood shoot, was one of the busiest!

Behind the scenes with our amazing photographer Alisa Connan, one of our female team on set and model Juliette in Fern

This season we decided to shoot in a studio in Hackney – we love location shoots but we really wanted the collection to do the talking, paired with strong and simple poses. Also, instead of using just one model to gather the 14 stand alone shots needed, we instead used two. Why? Because despite the challenge, the contrast of the two girls forged a new look, a new direction and a whole new atmosphere than hasn’t been seen before! Both models were a dream, worked perfectly together and didn’t tire, an essential quality on such a busy day!

The Loft Studio in Hackney, where the magic happened...

Models Sarah and Juliette in Imogen Long Chemise and Lake Body

Also, we love a challenge, and pride ourselves on designs that embrace the female body and push boundaries at every corner and curvature. The latest collection is no exception - it takes the female form on a journey of unpredictable pleasure; and the new heights reached by the two models and the almost all-female team, from photographer to stylist to lighting technicians (totally wonderful, the lot of them), brought this into full force.

The stylist makes some last minute adjustments

Alisa makes selects

We did shots both together and individually with the models to create contrast and bring out the characters of each piece. We also shot on both a red and a grey background, to convey the two different drops within the collection. Hair and makeup was redone to match and mirror the split. The hair and makeup alone, done by dynamic duo Nikki and Lara, were so key that we decided to honour the processes with their own blogs – check them out!

A/W17 shot, using the rich red background of Drop Two - Sarah wear Wren Kimono and Trouser Set (Black/Rose Dust), available soon

Nikki Wolff, makeup extraordinaire, touching up makeup on set - head to our A/W17 makeup Blog for more

The background to the collection itself is what inspired the creative direction of the shoot. The red and grey backgrounds reflect the the fluidity and movement of the body as well as modern femininity, which is what we’re all about. Each fabric used in the new collection, such as chiffon, satin, mesh and lace create progressive pieces designed to mirror how the body feels, moves, and connects. In fact, our new collection is one of the most diverse we’ve ever designed, which probably comes down to the way we’ve grown and adapted to our customers needs, wants and desires. So it’s all thanks to you really! Here’s to the next one.

See the full collection here.

A/W17 Drop One - Karolina Bra and High-waist Suspender Thong and Karolina Basque and Thong

Watch the video below for further insight into the amazing day!

DARE TO BARE - OUR OXFORD CIRCUS SHOOT EXTRAVAGANZA

If you happened to find yourself around Oxford Circus first thing on Sunday morning, you might have witnessed a very unusual type of photoshoot... To celebrate the start of London Fashion Week and to show off our brand new collections, Bluebella teamed up with some of our very own Instagram and Facebook followers to shoot something new, exciting and, ultimately, special.

Ten of the girls posing in the middle of Oxford Circus

That’s right, we chose 18 of our beautiful followers with body confidence and perhaps a bit of a penchant for exhibitionism to come and take part in our stunt-turned-shoot by strutting their stuff across Oxford Circus’s busy roundabout, as though it were the most prestigious catwalk in fashion week. But whilst of course this was a great opportunity to show you all the new designs we’ve been furiously working on for the past few months, what we really wanted to do was show off the amazing women we’re lucky enough to have as fans!

We are continuously inspired by the way our Instagram followers take our pieces and run with them, showing off their individual and creative sense of style, and we wanted to bring that boldness into the public eye.

Nine of the girls posing in the middle of Oxford Circus

We used social media itself to cast for and find these 18 incredible women of all shapes, sizes and ages to show us off, and what ensued was the most inspiring of days. Real girls, each uniquely beautiful, and bubbling with what we like to call Bluebella attitude. Friendships were made as each of our girls pushed their boundaries and revelled in their spirited confidence. "The girls all supported each other and we embraced our diversity, our individual and collective beauty. We owned our fierceness and our confidence rocketed, both individually and together, and we all made a new set of sassy and inspiring female friends," said 26-year-old writer Deni, one of our models for the day.

Deni walking in catwalk fashion with the rest of the girls across Oxford Circus

Chilli-Rae, who works as a makeup artist, was the youngest to take part at just 18, and wanted to channel the empowering nature of Bluebella by participating, “I’ve loved Bluebella for a long time - it’s all about empowering women. It was a lot of fun and people’s reactions were great.” Of course it wasn’t without it’s nerve wracking times, as explained Lou, an actor from Stoke Newington and Pollie, a soon-to-be textiles student, who was encouraged by her mum to do something she originally thought would be a bit risky, or rather risque…

Chilli-Rae striking a pose for her individual shot in Maya Bra and Brief

Lou looking stunning for her individual shot in the Emerson set

But it wasn’t just talented ladies from the creative and performing arts who took part; Cheyanne, a 24 year old medical PA was one of the fierce ladies making London her catwalk. “I wanted to challenge my inner naughtiness.” She told us, “I was nervous but excited.” Carolina, an English student originally from Chile agreed; “I think it is a great way to show off the beautiful different shapes of the female body.”

Cheyanne, challenging her 'inner naughtiness' in the Emerson Strappy Body

Carolina in Octavia Bra, one of our brand new MORE DD+ ranges

And show off they did, but of course a shoot this big had its fair share of complications. Organising the logistics for 18 girls without modelling experience at one of the busiest crossings in central London takes a lot of planning. Scheduling casting calls on social, fielding and responding to all applications, arranging castings in the office for all those successful and then liaising with all 18 girls all the way up to the Sunday morning took a few months of planning, not to mention having the London Police rock up to ask for a license, which was resolved by posing for a photo with the girls!

Obligatory photo with the police, keeping a close eye on us

The Bluebella brand is all about modernity, strength, fashion and inclusivity, with the city of London our beating heart. We have a history of shoots demonstrating both our commitment to celebrating diversity in beauty and of celebrating the city around us, and although this may have been the boldest one yet, we’re just getting started and we dare you too! This Autumn we dare you to bare, to say no or say yes. Ask for more and never settle. Be loud, be proud and fight harder. We dare you to be strong, bold and beautiful, just like Bluebella.

Read more about the shoot and see more quotes from the models here!

The full video of the Dare to Bare shoot on Oxford Circus!