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  • The world of DG: Behind a DG shoot

THE WORLD OF DG: BEHIND A DG SHOOT

“Once the collection has been printed, the next step of the creative process is shooting the publicity and editorial campaigns. For me, this is where the collection really comes to life and inevitable, hopefully, where the magic happens.

A great deal of time is spent on finding the perfect location for shooting, we want it to be aspirational and evocative – but I also want people to feel that they can look at these pictures and take something from them. Here are a few shots from our last shoot.

Once a location is decided, there is a huge task of bringing together all the elements of the new collections: from ordering the products, upholstering furniture, measuring curtains and blinds, visiting the flower market, collating all the accessories – every single item featured on shoot is sourced and then packed and taken to the location by our amazing styling team – it is a major logistical operation.

There is always a creative and visual concept in my mind and we work instinctively, but on a photoshoot organisation and the details are paramount. It is an exciting time watching the collection come to life behind the lens.’ Tricia Guild.

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