Behind The Scenes AW18

Our new collection was shot on location in our first home, Notting Hill. Join Tamara behind the scenes as we shot three London girls from studio to street.

behind the scenes aw18

When we were planning to shoot our London-inspired collection, we decided it was time to take it back to our first home Notting Hill. In the last twenty years it’s safe to say it’s changed, the first Sweaty Betty was next to a pawn shop and the at the time the area was very ‘up and coming’. Fast forward twenty years and we are on a beautiful, leafy street with three models outside Heartcore, one of my favourite studios in the city.

behind the scenes aw18

We used three London girls – Felicity, Terri and Leomie (find out more about them here) and they were so much fun to have on the shoot. We shot the studio part of the collection in the spin studio at Heartcore and it was hilarious how the girls got really competitive and sweaty, as you can see in the photos. Terri was also so fun, she’s a dancer and as soon as any music came on she wouldn’t stop moving.

behind the scenes aw18

London style is so effortless, so I really wanted to show how you can layer our new collection and style it up to go from your workout to drinks with friends – hence our slogan barre crawl. We’ve shot each piece in and out of the studio to give you two easy to wear looks. I hope you love wearing it.