RedFish Clothing

Client
RedFish Clothing
Year
2016
Role
Led, directed and photographed the behind-the-scenes shoot

In 2016, I led and directed a behind-the-scenes photoshoot for RedFish Clothing, captured during a standard clothing campaign shoot at the designer’s personal home. Working concurrently with the primary production, I used my own camera, the brand’s models, and the house around the set to document and reframe the moment through a narrative lens.

At the time, RedFish was transitioning from a children’s clothing brand toward a wider audience of preteens and teens. My photographic approach aimed to reflect that shift by introducing a more mature, lived-in atmosphere, using the home as a storytelling device rather than a neutral backdrop.

By directing the models within the space, I focused on moments that felt natural and transitional — emphasizing growth, independence, and movement. The resulting images extend beyond documentation, offering a visual interpretation of the brand’s evolution and showing how environment and direction can shape fashion storytelling even within an active, traditional shoot.