The First Papa De Luxe Shoot
Leadership When the Plan Changes
Sunday 1st February marked a milestone for Papa De Luxe our first official shoot.
The location was Tone Set Studio in Birmingham, a space that gave me full control to set the tone, build the energy, and shape the feeling behind the collection. From the outset, this wasn’t just about capturing clothing it was about defining how Papa De Luxe shows up visually and creatively.
Not everything went to plan.
On the Friday, the lead photographer dropped out. On the morning of the shoot, one of the models also pulled out. Two moments that could easily send a young brand into meltdown mode.
Instead, it was time to lead by example.
I rented a camera and stepped in myself, shooting the E-commerce and Lookbook imagery. The remaining model agreed to shoot both E-com and Lookbook, which ultimately saved the day and kept the vision intact. Alongside this, I had a behind-the-scenes photographer on site capturing the moments that usually never get seen, but matter just as much as the final images.
For the E-commerce, I didn’t want to default to an all-white backdrop. It’s safe, overused, and says very little. Instead, I chose a vintage multi-coloured carpet paired with an off-white backdrop. The contrast allowed the garments to stand out naturally, giving the collection more depth while still keeping the focus on the product.
When you’re shooting a lot in one day, details can get missed. To avoid that, I came prepared with a printed shot list, keeping the E-com structured, efficient, and calm. It’s a simple process, but one I’ll now carry into every shoot moving forward.
The lookbook was about something different.
Effortlessness. Ease. Quiet sophistication.
It introduced movement into the collection seeing how the garments drape, how they sit on the body, and how they can be styled in real environments. The lookbook allows the customer to imagine themselves in the pieces, not just observe them on a hanger.
The day wasn’t perfect and it didn’t need to be.
It was proof that leadership isn’t about sticking to the original plan at all costs. It’s about adapting without losing direction. Staying calm. Protecting the vision. And finding solutions when pressure hits.
This shoot didn’t just capture Assortment One.
It set the standard for how Papa De Luxe moves forward.