Behind the scenes at the Autumn Catalogue shoot with Emma

I’m Emma, a plus sized fashion blogger and I write the blog Fashion-Mommy which combines my passions for writing and fashion.

In July, I was lucky enough to go behind the scenes as Evans shot the second day of their new Autumn 2011 catalogue. This was a fascinating insight into how the glamorous pictures that sell an image are achieved. For behind the fabulous clothes, beautiful models and scenes of glamour, there are multitudes of people who check every single detail of every single shot in order to ensure that the perfect image is achieved.

There was an air of apprehension and excitement in the Street Studios, as the team were about to create a catalogue that would showcase the new Evans collection, which this year is firmly body led rather than fashion led. Over two days Evans had photographed four beautiful models who represent each of the body shapes Evans has identified as representing its customers pear, apple, hourglass and busty.  The models on day two were both stunningly beautiful!  Belen and Emily were tall and glossy, but they were also totally approachable and friendly, and it was great to see girls who didn’t conform to the size 10 stereotype as objects of style and beauty.

So, what really happens on a catalogue shoot? To start with, outfits are planned well in advance on mood boards that feature clothing, fabric swabs and keywords for the vibe the photographer is hoping to create. The mood board provides a starting point for a look, but it isn’t the definitive article, necklaces can be changed for something else if the chain is too long, a large handbag can be swapped for a smaller one or a jumper can be in a different colour than that suggested on the original plan.

Barnaby Wilshier, the photographer, took countless photographs of just one look, with the models running, jumping, smiling, leaning forwards and sideways, posing in so many different positions in order to produce that perfect shot. The positioning needs to be just right in order to showcase every individual piece of clothing. Each photograph goes straight through to a computer where it is scrutinised by numerous people, all looking for different things. Is the lighting right? Does the models hair obscure the top? Are the colours popping as they should? Is the vibe correct for the outfit? The wrong face expression, incorrect positioning and partial obscuring of clothing can all ruin a shot.

And what of the clothes – the new body inspired fashions? One word – Amazing!  Beautiful curve enhancing outfits- stylish tunics teamed with skinny jeans, gorgeous wide legged trousers (which I think will be a major story this season) warm winter layers evoking the beat looks of Ali McGraw in Love Story, and some really chic smart workwear. I adored the fabulous shoes and boots that were not only wide fitting, but had padded insoles for extra comfort.

With make-up by Angela Davies-Deacon that was polished, flawless but natural, and hair by Jenny Roberts that enhanced the clothing, but didn’t overshadow it, the whole look can be summed up by words taken from the mood boards “sexy, positive, confident, feminine and stylish.” This perfectly summarises what we can expect from Evans this season.

I would like to thank all at Evans for the opportunity to be part of this amazing and fascinating day…and to say can I get my hands on that stunning striped tunic?!

Click here to browse the catalogue.  Which items do you have your eye on?