Luur — Streetwear Fashion Photography
We recently spent some time in the studio shooting an upcoming collection for Luur.
We can’t say too much about the collection just yet, but it was definitely one of those shoots where we had a lot of fun with the creative direction.
The shoot brought together a male and female model, with a selection of pieces designed to work across both. We wanted the photography to feel confident, contemporary and a little unexpected, while leaving enough mystery around the collection ahead of its launch.
Rather than treating the shoot like a straightforward lookbook, we gave ourselves room to experiment.
Keeping Things Experimental
One of the best things about shooting fashion in the studio is having the freedom to try things as you go.
For this shoot, we played around with movement, posing, framing and lighting throughout the day.
Some ideas were planned before we started.
Others happened naturally once the models, styling and camera were all in the room.
We like working that way.
Have a direction, but don’t be afraid to follow something interesting when it happens.
A Collection Under Wraps
Because the Luur collection hasn’t launched yet, we’re keeping the details fairly quiet for now.
What we can say is that the shoot had a strong unisex element, which gave us plenty of opportunities to photograph the collection across both models without locking it into one particular look.
We focused on creating imagery that felt fashion-led without giving too much away.
A little attitude.
A little movement.
A few unexpected frames.
And enough mystery to make you want to see what comes next.
Building a Fashion Image Library
As well as the main campaign imagery, we captured a mix of portraits, full looks, details and more experimental frames throughout the shoot.
That gives Luur a range of content to work with once the collection launches, from website imagery and social content through to campaign and editorial use.
For us, it’s always about making sure a shoot gives a brand more than just a handful of hero images.
The smaller frames and unexpected moments can often end up being just as useful.
Letting the Shoot Happen
There was a lot of experimentation throughout this one.
We changed things around, tried different approaches and let the shoot evolve as we went.
That’s usually when things start to get interesting.
You can plan the lighting, styling and direction before you walk into the studio, but there’s always something that happens once everyone is in the room.
That’s the part we enjoy.
Coming Soon
The Luur collection is still under wraps, so we’ll leave the rest for the launch.
For now, we’re just happy with what came out of the studio.
More to come very soon.
At Virtue Creative Studios, we work with fashion and streetwear brands to create campaign, lookbook and studio photography with a strong creative point of view.
If you’re planning a collection, campaign or upcoming drop, get in touch.
Let’s make something good.
Services:
Commercial Fashion Photography
Reach out to begin your next shoot.