Fashion
Salt & Sable
A winter outerwear campaign shot on the North Sea coast in three days of genuinely bad weather.
- Client
- Nord Editions
- Discipline
- Fashion
- Location
- Ostend, Belgium
- Year
- 2025
The commission
Nord Editions build coats for weather most campaigns are careful to avoid. The brief asked for images that looked like the garments had been worn rather than styled — which meant accepting whatever the North Sea offered us in February.
We shot across three days on the beach and the concrete promenade at Ostend, working with a small crew and a schedule loose enough to chase conditions. Two of the strongest frames came from a squall that cost us an hour of the call sheet.
The campaign ran across the brand's winter season in print and out-of-home, with a longer edit released as a small newsprint publication.
How it was made
Challenge
Outerwear is usually photographed in controlled conditions and then made to look weathered. The brand wanted the reverse — real weather, real wear — without the images becoming reportage that failed to show the product.
Approach
A stripped-back crew of five, natural light only, and a shot list organised by condition rather than by look. Garments were worn in for two days before the first frame so nothing read as showroom-fresh.
Result
Eighteen campaign images plus a forty-page newsprint edition. The season's lookbook sell-through was the brand's strongest to date, and the newsprint run sold out in the flagship store.
Sequence
Credits
- Photography
- Atelier
- Styling
- Margot Feyen
- Production
- Studio Kessel