I’ve been losing my mind over the lookbook that Lily Cummings shot for Australian fashion label 17 Sundays ever since I saw the first sneaky screen cap. It’s no secret that I’m quite the fan of 17 Sundays (I will freely admit to my wardrobe being at least 50% their brand), because not only do they make amazing clothes in plus sizes, they also really invest in telling their brand story in creative ways.
This season, the team at 17 Sundays wanted to say thank you to their supporters in New Zealand, so they chose to shoot the collection here featuring Kiwi plus size model Georgia Pratt. The Sticks & Stones lookbook is all in black and white, and really focuses on the amazing textures in the latest collection from 17 Sundays – it was shot on location at the raw and wild Te Henga (Bethells Beach).
I got the chance to ask Lily Cummings a few quick questions about the photos she took for Sticks & Stones, the A/W16 collection from 17 Sundays.
MEAGAN KERR: What made you want to shoot at Bethells Beach?
LILY CUMMINGS: We shot at Bethells Beach because I planned on the shoot being all in black and white, a bit moodier than the past collections, and there’s nothing that beats black sand for adding that extra dimension of contrast. Unfortunately, the day we shot the collection, it was also over 100ºF (37ºC) and it was too hot to touch the sand past around 10am. Thankfully, Bethells is a very versatile location in that it has a variety of terrains and structures to provide interesting backdrops.
MK: What was your inspiration for this shoot?
LC: I was looking at the amazing photographs that Daria Werbowy took of Kate Moss in their collab for Equipment FR and wanted to bring that sense of intimacy to the 17 Sundays brand. 17 has always been about provoking individuality through their designs, and I think I can’t help but sometimes add a touch of romanticism and darkness to my imagery. Add both together with an amazing model like Georgia, and what happens just… happens.
MK: You’ve shot for 17 Sundays a number of times now, what do you think makes them stand out in plus size fashion?
LC: I think that the women behind 17 Sundays really care about providing a service to their customers and helping them stand out. They also have faith in the nature and character of their customers. Why else would they continue to push back and give their customers not only clothing that they’ve been asking for for years from the industry, but work to gradually give them the type of imagery that inspires them to elevate their own sense of style? A lot of brands worry that their customers “won’t get it.” 17 Sundays knows their customers have the ability to “get it” and works to combine both clothing and imagery to inspire them.
You can check out the lookbook (and what some of the outfits look like in colour) over on my style blog.
Do you have a favourite fashion photographer? Let us know who it is (and what you think of the lookbook) below