how fern house shot a whole drop without booking a studio
a two person label with a new linen collection and a lookbook to make. they made it on a canvas instead.
a drop with no shoot day
fern house sells small runs of linen clothing, and every drop used to mean a studio, a model, a photographer and a week of edits. for the gingham dress, lena wanted something calmer and cheaper.
she photographed the dress on a hanger, dropped it onto a canvas and told rollo where she pictured it: a garden in late light, a plain studio wall, and close ups of the buttons.
i'm not a designer, and with rollo i didn't need to be. it felt like having one next to me who never got tired of my notes.
lena hoffmannco-founder, fern house
the fabric is the point
with linen, the weave and the colour are what people are buying. lena kept the hanger photo as the reference for every node, so the gingham came out the same check, the same soft yellow and the same shell buttons in every frame.
her stylist left notes on the nodes she wanted changed. lena read them out to rollo and the canvas updated while they talked.
from canvas to shop
the lookbook, the product page images and a short reel for the drop all came off the same canvas. the next collection starts as a copy of it.
