Behind the scenes: photoshoot

The first shoot for our AEMMI collection was intense and exhilarating, with plenty of behind-the-scenes action to bring it all together.

We started at 7am with the team setting up racks and steaming the final pieces to perfection. The room began to take shape as we unfurled our 'True Orange' backdrop - AEMMI's signature colour - which immediately gave the set its bold, energetic vibe.

At 9am our model arrived along with the hair and make-up team. While they worked their magic, we prepared the set and reviewed our mood board - a collage of poses and mood references pinned up for quick reference throughout the day. It was a vital tool to keep us focused, especially with the tight schedule.

The shoot itself was a mixture of controlled chaos and creative flow. With only one day to capture the entire collection, we were constantly juggling outfits, adjusting lighting and changing looks. There was a buzz of activity as garments were steamed, last-minute styling details were tweaked and shots were reviewed between sets. Despite the hustle and bustle, the team's coordination was seamless and the atmosphere remained focused yet light.

One of the highlights was seeing how the true orange backdrop for the lookbook enhanced each shot, giving the collection a cohesive and strong visual identity. By the end of the evening, it was clear that we'd achieved what we set out to do - capture the essence of AEMMI in every frame.

The day was a whirlwind, but incredibly rewarding. Not to mention a lot of fun.