On Wednesday the Lazy Oaf HQ was transformed into a photographic studio for the day while we shot our Spring/Summer 2010 collection. It wonât be on sale until April, but weâre able to bring you some sneaky peeks from behind the scenes. As our models arrived the lovely Scarlett Ellis, our hair stylist and make up artist for the day, got them looking camera ready. Yes, even the boys wear make up! Jerry and Alex were in charge of styling the shoot, choosing which outfits to put on the models, mixing Lazy Oaf designs with vintage one offs. May we take this opportunity to thank Beyond Retro and American Apparel for lending us an array of their finest garbs. We are an organised bunch so there were lists a plenty, and even a mood board where we stuck images we liked for inspiration. There were minor heart palpitations all round when the coolest shoes ever arrived from Underground. Alex was particularly smitten. Check them out with the floral socks. Gemma had a new toy for the day, namely a Diana camera with an instant back. It takes the cutest credit card sized instant photos. Trial and error was definitely the name of the game, with lots of shots coming out blurred or too dark, but eventually we got the hang of it! A spread was laid on for lunch, and as everyone tucked into the French bread sandwiches and Diet Coke talk naturally turned to our favourite sarnie fillings. Whilst cheese was a hot favourite, the mention of tuna sparked controversy and divided the group. Tinned tuna: do you love it or hate it? Of course no Lazy Oaf photo shoot could take place without the aid of many, many cups of tea and coffee. A list had to be compiled at one point in order to keep track of how everyone took his or her beverage. We take tea making very seriously round here. There were some seriously funny poses being struck in front of the camera (and behind it too!) Our models were all good sports, and pulled all manner of silly faces in the name of fashion. photos by Edith Bergfors When they werenât in front of the camera we kept the models occupied with a seemingly endless supply of magazines; the favourites seemed to be the Japanese version of Nylon and of course the trashy gossip mags. Here at Lazy Oaf we love a bit of Disney so it was no surprise that certain props, all the way from Disneyland Tokyo, proved irresistible. Unfortunately theyâre not for sale, but if they were that Minnie Mouse hat would be mine! Weâre partial to a nice pair of sunnies too and, as you can see, there were styles to suit everyone.Â Which are your favourites? Some of these beauties will be coming soon to the website and shop, so keep your eyes peeledâ¦ Although our models were dressed for summer in shorts and skirts, outside it was still very much winter, and at one point we feared we may get snowed in as a mini blizzard swept past the windows. Resisting the urge to run outside and build a snowman, we cranked up the heating and carried on. We had a super fun day, and are so excited to show you all the new designs when we launch the collection in April. Those of you who are particularly eagle-eyed may have already spotted something you simply canât live without. If so let us know, we love to hear your comments! Oh, and check back next week for interviews with some of the awesome people who work hard behind the scenes at our shoots. If you are interested in photography, fashion, or just want to know what goes on over here at Oaf Towers, then donât miss it. Please can we say a huge thank you to photographer Edith Bergfors, make-up artist Scarlet Ellis and models Naomi and Ian from Nevs, Lauren from Zone and Zach from Storm, you were all fab.
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