Behind the scenes at the Prenatal photo shoot

Welcome to Miami, the location of Prénatal’s S/S 2012 Mother to Be and Kids campaign and catalogue photoshoot, the sixth collection we have art directed for this amazing brand.

With each season, Prénatal’s collections are getting stronger, whilst the brand’s essence which we helped define, is being translated into looks that now have tons of personality and ‘wearability’. This time, we let the exotic location and the collection cross-pollinate and influence our approach, but even more so we wanted to push the fashion side of the brand.

We have put together a great team over the years that, long term, helped us with the design consistency. We are turning into a little Prénatal family! Jens Stolze from Tomorrow Management was shooting the Mother to Be and Ulla Neyman from Ellison Lee was shooting the Newborn and Kids, with these two artisans we really couldn’t be in better hands.

A S/S shoot in the bleak winter months means that weather and budgets dictated where in the world we could go. We chose Miami for its rich history as a film/shoot location made famous by Alfred Hitchcock when he filmed Notorious there in 1946, with films like Scarface, Goldfinger and of course the famous Miami Vice being filmed there since. It is also exactly the sort of fresh tropical backdrop that these collections called for.

The land of the free gave us other rich offerings: over 115 models applied for the shoot, and we had the luxury of being able to tell the product stories in numerous, stunning locations.
For Mother to Be we went into the design district - a great downtown location that oozed character, it reminded us of a timeless, stylish LA.

South Beach in Miami was the perfect location for us to shoot the summer collection; we used the stretch of the famous Ocean’s Drive, beautifully lined with Art Deco buildings and movie-esque landscapes.

Working with children does present certain challenges, we knew that to get the best out of the ‘mini models’ we needed a playful setting; hence we took the Kids shoot to Virginia Key beach. The Kids collection is at the heart of the Prénatal brand, and we wanted to showcase its unique design that celebrates everyday practicality and style. Lots of sand castles were built, and no toddlers were hurt in the process!

Prénatal S/S 2012 collection will be in stores and online from March 2012. We can’t wait.