The spring/summer season has started, so it’s just about time for our new SS22 campaign! Click here to watch our editorial “Rain dance” and come back for a dose of behind-the-scenes content! As always, we’re here to show backstage photos, tell you stories and spill some secrets from the preparation process🤫


This campaign photoshoot was one of the most complex ones in terms of preparation. The idea was to have a spacious studio where we could build two set-ups, one of which would be with a thin pool. And we managed to find the perfect place! Our Allard Studio, where everything happened, was approximately 250 m2. Their experienced production team also facilitated with the building of the pool, so that was great!

SS22 campaign
Behind-the-scenes photo by Charles Rommens


The Covid situation also conditioned some complications for us. Due to it, we had to postpone the shoot twice. But, as they say, the third time is a charm! We had difficulties with team members getting sick a few days before the shoot (stylist) and on the day itself (female model). Luckily, we had a backup plan for both members, so we could still do the campaign. So a lesson for the future (for everyone): never neglect the plan B!

The SS22 campaign day

The photo shoot day was quite long, from 9 am to 8 pm. First few hours, our stylist and makeup artist were preparing the models while the rest of the team was setting up the equipment. Then, at around noon, we got to actual photos. The biggest part of the shoot was on the pool location, as it was at the heart of our Rain Dance campaign. Music on, dances on, and let’s go – our mood remained lifted throughout the day.

Once Ruben, the photographer, finished the water part, we moved to the second set. And the lighting game on that one was just wow. Have a look yourself! Doesn’t it remind you of a romantic sunset somewhere during the vacation?

All in all, we are more than happy with the results! Be sure to check them out if you haven’t yet. And see you from the behind-the-scenes next time 👋

SS22 campaign credits

Directed by Ruben Hilkens
Styling: Isabeau Vienerieus (@monaisa010) and Keba Fye (@welcometokeba)
Light: Maarten Welzen (@maartenwelzen1997)
Light assistant: Charles Rommens
MUA: Kimberley van Hoorn (@kimberlyvanhoorn)
Models: Pierre-Antoine Bardot (@c.o.v.a.s) and Helena Balder Mendez (@helenabaldermendez) from the Fashion Composers

Click here to find out about key trends of the SS22 season.

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