Just take one look outside your window and I guess you’ll be seeing what the majority of people are seeing – a blanket of snow, ice and freezing fog. So any mention of spring or summer probably feels like a hundred years away, but not so Cath Kidston. Using props and clever lighting, the new photographs for the spring and summer campaign are enough to warm up even the coldest of feet.
The pictures depict a typical village setting, complete with marquees, best dog shows, green grass and a definite spring in the air. And even if the weather looks like rain, there is a Cath Kidston umbrella, ready to stave off those pesky raindrops.
The shoot is set in the fictional village of Lower Camberley, and takes place at the village fete and features the Cath Kidston homewear and outdoors collections as well as accessories, children and fashion lines. The photographs evoke a typical summers day in the UK, with picnics and blankets, home baked cake stall and sunny weather.
But this was no summers day and the shoot required some out of the box thinking from the team that put the campaign together. The team managed to cover almost 5000sq ft of a studio in lush green grass and erected a massive marquee to act as the backdrop to Cath Kidston’s British Fete ‘Best in Show’ shoot. And sunshine was added by photographer, Dean Chalkley using the largest Parabolic reflector in London – a huge 3.3m in diameter – which helped to create the look of a hot summers day.
The team also had to plant hundreds of daisies into the football pitch sized turf by hand.
And for those who want to see a little more sunshine while we struggle with the snow and ice, you’ll be pleased to know that there is a ‘behind the scenes’ video of the shoot, that shows all the poses and pictures in great detail.
In it, a male model is wearing a red Cath Kidston apron with white polka dots while he dusts his homemade cake with icing sugar, and his girlfriend looks on, wearing a white sheer Cath Kidston blouse.
Another the couple lie on a rug under a parasol, before the girl carries a cake over to their pink floral tent and two children, both wearing Cath Kidston pyjamas, sit on the grass clutching pillows, before the whole scene descends into one huge pillow fight.
Another scene sees a young girl having a tug-of-war fight with a Schnauzer dog, who is joined throughout the shoot by a pug, a terrier and a boxer.
The Cath Kidston spring/summer collection is in store now.