THE PETITE LABEL
E-COMMERCE
For this E-Commerce shoot with The Petite Label, the creative direction centred around celebrating the purity and beauty of natural materials—chiefly, linen. To reflect this, we designed the visual aesthetic to honour the brand’s emphasis on texture, quality, and simplicity. The clothing, crafted from breathable, tactile fabrics, deserved a setting that would complement rather than compete with its character.
We chose to photograph everything in a daylight studio to maintain the authenticity and softness that natural light lends to fabric, especially one as nuanced as linen. A small, refined touch of flash was introduced—just enough to draw out the intricate weave and catch the subtle highlights in the folds—without overpowering the organic feel. The balance of natural light and controlled artificial light helped preserve the softness while ensuring the materials’ integrity translated clearly on camera.
The backdrop played a pivotal role: we selected a textured surface that subtly mirrored the materiality of the garments themselves. Earthy, tactile, and intentionally imperfect, the background added depth and atmosphere to the images while reinforcing the tone of the collection. It was about creating harmony between product and environment—honest clothing, shown in an honest light. The result is a calm and cohesive set of visuals that feel grounded, intimate, and true to the brand’s values.-
Creative Director: Priya Kukadia
Photography: Samuel Geals
Studio: Green Place Studios
