‘Beautifully simple and simply beautiful’ is a guideline that we at eve stick to in every aspect of what we do. From our premium designed products to our brand persona, we make sure that everything is beautiful, simple and considered – right down to the most minute detail. ‘Surprise and delight’ is another, always looking for a way to push expectations and add something a little… different. So when it came time to capture our new lifestyle imagery that’s exactly what we did. We wanted to capture the energy and playfulness of eve, promoting vitality, optimism and of course, the perfect start. So in typical eve fashion, we started early with a healthy, hearty breakfast before setting to work on location at our north London studio.
After the crew had arrived we were ready to start building our bedroom set. Taking a team of experienced set designers 3 hours to complete under the direction of noted set designer and stylist Jemima Hetherington, we hooked up a time-lapse camera in order to capture the size and scale of the operation in double quick time. Due to the fact that we were building our set from scratch, every component had to be considered and stylized in order to create the most beautiful shots possible. We chose a marine ply wood with pencil gaps for our bedroom walls that had just the right shade, texture and grain without any knots. This really helped to achieve a high end, premium look as the natural sunlight bounced off of the pencil gaps creating a further sense of depth through shadowing. It was the same thought process behind the bed, once again using marine ply wood to keep the set simple, with a small pencil thin gap bordering underneath.
As the set started to take shape our models/acrobats began to arrive. In order to achieve a sense of movement we wanted to fuse acrobatics and yoga to convey the kind of morning energy and vitality that eve is all about – that eve sleep feeling. We were incredibly lucky to find that same energy in our three stars – Aryn, Tudor and Eugene.
The guys came out of hair and make up looking very natural. We were conscious not to have them too heavily made up as, after all, the shoot was supposed to be set in the morning. We were also careful to style Aryn’s hair in such a way that it wouldn’t fall in her face whilst holding certain poses.
Next up was wardrobe. Stylist Katy Lassen picked out a range of garments to choose from that would look comfortable, natural in a morning setting and of course unrestricting for Aryn, Tudor and Eugene to perform in. The idea was that the guys look very relaxed – almost as if going through their usual Sunday morning routine. We chose soft neutral tones so as to keep with the theme of the back-drop and complement the white of the products. We also chose pieces with texture to make them stand apart and bring them out from the set.
Running slightly behind schedule, we were finally ready to shoot. London based fasion photographer Edwin S Freyer whose work has appeared in such notable editorials as Grazia UK and ELLE Italia was on hand to shoot the action. Our three acrobats all rose to the challenge and came with a great level of enthusiasm, commitment and charm, willing to throw themselves into just about any shape we could imagine. Considering these guys had never worked with one another before, they had great chemistry and seemed to move in unison, supporting each other with little more communication needed than a word.
Twisting, contorting and holding their bodies in impossible positions, the level of athleticism being displayed by our acrobats was nothing short of amazing, with the supportive qualities of the eve mattress acting as the world’s most luxurios surface for the guys to perform on. The shoot wasn’t without its issues though. The back wall of the set was a little too smooth and proved difficult for Aryn to get a decent amount of grip on at times to achieve certain poses but in the true spirit of eve, we powered through the long day and came away with some amazing shots…