A woman sitting on a wooden surface, wearing a black and white striped sleeveless dress and red heels, tying her shoe, with artwork and a small table behind her in a minimalist room.

BUILDING THE LE TOTE BRAND AESTHETIC

The photography is relatable, and at the same time aspirational. I cast models that convey confidence and strength while being approachable. Locations were chosen to reflect settings that felt relatable to everyday life. The models were never overly made-up; but always simply elegant.

A woman with brown hair and blue eyes wearing a white sleeveless top, blue jeans, and a red tasseled necklace, with her right hand resting on her forehead and her left arm raised, standing against a neutral background.
A woman with curly hair wearing a white shirt and black pants standing in a garden near a white house with colorful stained glass windows
A woman with long wavy brown hair wearing a beige oversized trench coat and blue jeans standing in sunlight near a window with cream-colored curtains.
A woman with long reddish-brown hair, earrings, and a floral blouse holding a waffle in a paper bowl and smiling outdoors.
Woman standing in a bright room, smiling, wearing a black dress with white polka dots and black ankle boots, with a small table and flower vase in the background.

NATURAL/ AIRY LIGHT

To convey authenticity, the lighting direction was light, bright, and airy. It feels natural and not overly produced. Natural light is simulated even in-studio, keeping it directional but soft.

A young woman standing outside a floral shop, holding a small flower bouquet, wearing a black jacket, white dress, and pink sneakers, with various flowers in metal buckets beside her.
A woman with long dark hair, wearing a white sleeveless top, denim shorts, and a blue bandana in her hair, standing in a field of yellow wildflowers on a sunny day, with hills and trees in the background.
A woman in a colorful, striped dress and white shoes standing outdoors beneath large palm leaves, smiling with eyes closed, holding a wide-brimmed hat.

CLEAN BACKDROPS & LOCATIONS

To keep the editorial imagery feeling elevated, both in-studio and on location I chose clean backdrops and minimal props. This helped tell the story while giving the clothing center stage.

DIVERSITY

My mission is to make women feel included, empowered, and represented. To the best of my ability within brand guidelines, I cast women of different shapes, sizes, ages, and ethnicities.

HAIR AND MAKEUP

Balancing her natural beauty was key, maybe a hint of lipstick or liner to accentuate her eyes. She is comfortable in her own skin, she wants to look polished and put together but never too made up.

POSING

Le Tote’s models convey confidence. Instead of an overly serious ‘fashion’ look and pose, we chose to tell the story with a sense of ease and a smile. It’s all about channeling the Le Tote member’s confidence through posing, while letting the garments continue to be the main focus.