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Tamara's scrapbook: Iconic shoots for SS15

posted on Tuesday, 7th October 2014 | find under Nutrition
After absorbing the English park life in Gunnersbury Park in London, Sweaty Betty’s Creative Director Tamara was excited to seek out a serene Swiss location to capture the other half of the SS15 imagery. Then it was straight back to London to the celebrity-frequented Holborn Studios on Eagle Wharf Road to shoot the season’s most fashion-forward looks. Here she shares her perspective from behind the lens.

Badi at Lake Zug

I chose Lake Zug in Switzerland because a friend was sending me weekly text messages of her training sessions on the Badis (decked bathing areas) at Walchwil, while she was training to be a yoga instructor. Everywhere you look, you’re immersed in a kind of silver light from the sun reflecting off the lake. I especially love this swimwear shot, with the model dangling her feet from a diving board.

Lake Zug swimwear

We also shot in these incredible on-site teepees, where our yoga-loving model felt right at home. Afterwards we enjoyed eating from the earth with healthy dried teas, home-grown vegetables and locally reared meat.

Switzerland Teepee

Much of my inspiration for the Spring Summer collection came from my time at Wilderness Festival this August. It was a surprisingly holistic wellbeing experience with 5K runs through the woods, wild swimming in the lakes, meditation and foraging (as well as crazy outfits and dancing in the Valley at night). You can expect to see a lot of these festival elements come across in next year’s edgiest pieces. The mood of our London shoot is nicely summarised by this "flash tat" and this bracelet I bought in Ibiza against the popular Neon Floral print from the current Autumn Winter collection.

SS15 Press Shoot

And guess where this is? Even back home in London, there is beautiful nature to take in at every turn. Holborn Studios overlooks the canal, helping us to draw parallels with even the most rugged beauty we found in Switzerland.

Eagle Wharf Canal

The Spring Summer 2015 collection will arrive in-store and online from January 2015. We’ll keep you posted with all the launch details right here! 
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