Behind The Scenes

As our new Pre-AW16 collection begins to launch online and in stores, we wanted to take you back to where it all started – the inspiration that led to the overall collection, the rationale behind each individual design, and the whys and wherefores of the resulting campaign and catalogue.

A fun, vibrant palette inspired by Mediterranean holidays and coastal adventures provided the foundations for the range as a whole. An endless shade of deep cobalt blue is one of the standout colours of this season, evoking oceanic landscapes and the canvases of Yves Klein. Entering the original moodboard as a direct contrast to this striking hue, the electric coral that runs through the range adds to the feeling of exuberance created by the geometric triangle patterns that seem to echo carnival bunting.

As for the fabrics, they were selected and crafted with higher temperatures in mind, from breathable linen and soft crepe to luxuriously elegant silk and viscose pieces. Falling into flowing, draped designs that work perfectly as easy layering pieces, these lightweight materials are well-suited to adventures abroad and summer days spent at home.

Taken from moodboard to a reality hanging from a rail, the fully-realised collection required a stylishly photographed campaign – and, given that this is a new type of collection for Sahara, it seemed to call for a whole new shoot location. The appeal of Curtain Road Studios lay in the bright, airy quality of a space lit by the natural light flooding through high windows to illuminate a distressed wooden floor and exposed brick walls. Refreshingly stripped back and modern, the Studios’ decor provides an evocative contrast with the bold colours and geometric patterns of the Pre-AW16 collection itself.

Those colours were echoed in some of the bolder shots by the cobalt blue and orange backdrops, their vibrancy allowing the contrasting hues of the clothes to really pop. This campaign was also a chance for us to introduce a fresh face, that of model Sif Agustsdottir, whose look is perfectly suited to the contemporary styling of our latest designs.

The end result is in stores and online now – see it here.