Home / Journal / Access All Areas: Behind the scenes at the Jem + Bea SS18 shoot and introducing Jazmin Balfour as the face of our campaign

Access All Areas: Behind the scenes at the Jem + Bea SS18 shoot and introducing Jazmin Balfour as the face of our campaign

By Dominique & Rebecca

WHAT

The Jem + Bea SS18 campaign, introducing our new collection including the Romy Navy Puffer, Jamie Indigo Denim, Jamie Grey Python, MAMA Suede Citrine and MAMA Suede Red, Snack Pouch and Silver Toned Stroller Straps.

 

WHERE

On a rainy January Monday, we headed to Bermondsey Street in South London.  We chose this location because we wanted to create a London street style feel. With its mix of old shop facades steeped in history contrasted with the modern backdrop of Brutalist buildings that are commonplace in this area – this road gave us a perfect segment of urban London life. And with the rain thrown in, the British summer time scene was complete! 

SHOT BY

The talented Ash Johnson. Super cool dad of two Ash has shot the last two campaigns for Jem + Bea. Always upbeat and full of ideas, Ash kept us going, even when it was pouring with rain!

 

OUR MODELS

This season, we invited Jazmin Balfour of Mini Moosey, her partner Frazer, their new baby Bowie and Jazmin’s son Reuben to be the faces of our campaign.

 

WHY WE CHOSE JAZMIN AND HER FAMILY

We came across Jazmin via her @theminimoosey Instagram feed and we were instantly drawn to her creative and modern take on family life. She also has her blog Mini Moosey, which serves as the natural progression from her Instagram feed documenting their life as an art-obsessed family. The Mini Moosey name is derived from Moosey Art – the urban art gallery that her partner Frazer and she run from their studio in Norwich. Jazmin grew up surrounded by art, and tells us her mission is to encourage “other parents not to fear quiet galleries with kids”

WHAT JAZMIN LOVED MOST ABOUT THE DAY

She says: “I loved how relaxed it was, I had so much fun and felt truly comfortable. Working with people who are creative and down to earth was amazing.”

 

THE STYLING

We wanted to create a feeling of casual luxury the likes of which you might see on the streets during LFW. We mixed simple utilitarian classics, such as a mannish white shirt, and peppered them with higher end pieces, such as the floor length Frames trench and the Gucci striped trousers.

This look perfectly complemented the new bags with their fusion of pared down silhouettes in high-tech fabrics.  

 

THE FUNNIEST THING THAT HAPPENED ON THE DAY

Jazmin chasing a very excited Reuben up the road – resulting in some of the best and most spontaneous shots of the day! 

AND FINALLY, WHAT JAZMIN LOVED ABOUT OUR NEW COLLECTION

She says: “I really love the simplicity of the new collection and how it can be dressed up or dressed down. The pieces actually suit you and not the baby (if that makes sense). You are the one that has to carry the bag and yes it’s full of nappies but you still want to be you, trendy and it just fits with that notion. Colour palette is {heart eyes} too.”

 

SEE THE SS18 COLLECTION NOW  

 

Posted

6th April 2018

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