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Behind the scenes on Sweaty Betty Winter 2017

posted on Wednesday, 4th October 2017 | find under Tamara, Behind the Scenes
Designed in London, inspired by a design trip to Copenhagen, welcome to Sweaty Betty Winter 17To kick start the new season, we shot our favourite products and hero pieces in an East London studio. Founder and Creative Director Tamara takes you behind the scenes. 

sweaty betty behind the scenes winter 17

Our Winter collection was inspired by Scandi and Japanese aesthetics. So when I was looking for a space to shoot it, I wanted to find somewhere minimal and cool that we could add our own touches to. Inspired by the cool girls we saw in Copenhagen, the collection features some amazing chunky knits, protective coats and subtle prints that speak for themselves, so we chose an East London warehouse with a sparse industrial setting. 

sweatry betty behind the scenes
Astrid wears the All Sport Backpack, Prism Leggings and Fast Track Run Jacket

We had to add a touch of London cool to the shoot, so we took our model Astrid outside amongst the local graffiti. Plus, how amazing is it that the All Sport Backpack has straps for your yoga mat?

sweaty betty behind the scenes 1
Left: Astrid wears the North Pole Parka and Urdhva Leggings. Right: Astrid wears the Ab Crunch Tee and Hatha Yoga Harems

We shot our ski collection on a retro base camp in America (more to come in November!), so I really wanted to replicate this here through our natural props such as aged wood. Alongside this, we added minimal Scandi furniture and shades of grey that fitted with the collection and its muted colour palette perfectly.

behind the scenes winter 2
Left: Astrid wears the Assemble Knit and Qualify Swimsuit. Right: She wears the Zero Gravity Leggings

Our model Astrid is a Copenhagen native and I loved her cool Scandi style. I could just imagine her cycling the streets of Denmark in our minimal pieces. With this in mind, we reflected her natural beauty with simple hair and make-up. She was so fun to have on set, she was so professional when the camera was running then relaxed between takes.

sweaty betty winter 17

It's always really fun to work with the team and this time was no exception. We worked hard all day but more than made up for it in the evening with a few drinks. I've worked with our photographer Julia Kennedy for a few seasons now, and not only does she bring the collection to life, she's great fun too. 

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