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Behind the scenes on Sweaty Betty SS17

posted on Thursday, 5th January 2017 | find under Tamara, Behind the Scenes
Designed in London, inspired by Morocco, welcome to Sweaty Betty SS17. To kickstart the new season, we shot our favourite products and hero pieces in a East London warehouse. Founder and Creative Director Tamara takes you behind the scenes. 

behind the scenes ss17

This season we were really inspired by London style and how women are wearing clothes here with an urban cool edge. We really wanted to reflect this in the styling and location, so chose an East London warehouse that was really utilitarian and gritty. To add a Moroccan element we added some amazing props, including plants, chests and traditional rugs.

behind the scenes sweaty betty ss17
Charlotte wears the Laila Leggings and Zohra Top

When we were casting a model, I was looking for a English Rose with an edge. Step in Charlotte Wiggins, a Liverpool girl who lives in London and has walked for Burberry (among many others!). Charlotte not only looked amazing in the collection, but she was so much fun to have around and constantly made us laugh in between takes. 

behind the scenes ss17

I've worked with the photographer Julia Kennedy for the last two seasons and it's been a really natural collaboration, her images really take the collection to the next level. She flew out to Iceland to shoot our last campaign days after having a baby, so it was great to work together again.  

sweaty betty behind the scenes ss17
Charlotte wears the Chandrasana Leggings and Earthshine Sweat

To beat any January blues, I wanted our prints to be really fun this season. From goats to cacti and bright florals, these are made to stand out. One of my favourite images this season is our goat print set against an amazing rug, though Charlotte had fun in the foliage. 

behind the scenes video

Our video this season is one of my favourites ever, shot on the rooftop of The Old Truman Brewery with views over the entire city. On this video shoot we not only threw buckets of water over Charlotte (which she did not complain about once), but it was also an excuse to have a dog on set. Watch the full video here.

Shop the new collection today, and get your daily fix with @sweatybetty on on FacebookTwitter and Instagram. Read our exclusive Q+A with Charlotte here. 
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