For the launch of our latest collection, our Founder & Creative Director, Heidi Higgins, felt it was time to innovate. The crux of HH has always orbited fostering lasting relationships with our customers and Heidi felt it was time to reflect this in our photo shoots!

The Call

I’d been musing on the concept for quite a while but it finally came to fruition this season. Historically we’ve always gotten better reactions from the images we’ve shared of real customers tagging their #myheidimoments than of slick photo shoots we’ve shot with professional models. Of course, there’s always a time and a place for a polished professional shoot but more and more customers are looking for something more authentic that reflects their own fashion experience. We were happy to oblige.

The Nominees

We put the call out rather early in the year through social media. We spread the word initially through our newsletter and followed on though Instagram and Facebook. The response was incredible and honestly, very heart-warming. We eventually pared down the applicants to our five finalists but I can’t wait to have another shoot like this to include even more of our incredible customers. It really was an embarrassment of riches when it came to all the inspiring women who chose to throw their hat into the ring.

The Preparation

The run-up to the shoot was met with military precision. Every aspect had to be flawless. One unique challenge to organising a shoot with our customers as opposed to with a professional model is that the day had to be fun. This wasn’t another gig on these girls’ call sheet; this was a collaboration. It was important to us that this shoot was just as much a celebration of our customers as our designs.

The Models

The day itself was one I’ll cherish forever. Each of our models brought their own unique personality to the fore and really helped showcase what an incredibly diverse and awe-inspiring collection of women the HH Style Club is comprised of!

P.S. Don’t forget to stay tuned for individual interviews with each of our fab models!