The Journal
Why We Photograph Everything on Ivory
Quick answer: Every product is shot on the same ivory background under the same light, so the colour and texture you see on screen match the parcel that arrives. Ivory shifts colour less than pure white (which overexposes pale fabrics) or grey (which cools warm tones). And when the background never changes, any difference you see between two pieces is in the clothes themselves.
The problem with beautiful backgrounds
A lounge set styled on a sunlit bed with coffee and a paperback looks lovely and tells you almost nothing. Styled shots flatter every fabric equally, and that’s the problem. When everything looks soft and golden, the photo stops carrying information. Product photos are the only fitting room you get when you shop online, so ours are built to inform first and charm second.
Why ivory specifically
Pure white pushes cameras and screens to overexpose, so pale fabrics like cream knits and soft greys just disappear into it. Grey backgrounds cool everything down, which is unkind to the warm neutrals this collection mostly lives in. Ivory keeps pale pieces visible and warm tones honest, and it stays out of the colour’s way. It also happens to be calm, which suits the clothes.
One light, every product
The whole catalogue is shot under one lighting setup. So when a ribbed knit, a waffle weave and a satin look different on the site, it’s because the fabrics are different, not because one got a more flattering shoot. Compare any two pieces side by side and you’re comparing them on equal terms. That’s the entire point of comparison.
Flat, worn, and detail
Most pieces get three views. Flat, which shows the cut honestly: the true length of a hem, the real width of a leg. Worn, which shows how the fabric falls, something a flat shot can’t tell you. And a close-up of the knit or weave, because texture is the one thing a screen won’t let you touch. We edit for colour accuracy against the physical piece, not for drama. If a photo flatters a product beyond what lands on your doorstep, that photo has failed. Check the parcel when it arrives, and the 7-day exchange backs you up if we got it wrong.