CHAPTER ONE - THE PHOTOSHOOT

Novella The Label’s first ever photoshoot day was an exciting amalgamation of creative and talented people coming together and doing what they love - a shared story for each of us in making dream come to life.

Our beautiful model was the center piece and lifeblood for the photoshoot, she reminded us of Botticelli’s muse, and the way she brought our designs to life was quite magical; with a classic, individual beauty.

After borrowing treasured items from friends and family, sifting through markets and scouring the internet, we spent months searching high and low for the perfect details. Finally we managed to gather the perfect collection of shoes, accessories, props and furniture to create the stage for Novellato make it’s debut.

The setting for each scene was based on the idea that our clothes are for the global woman, she is everywhere making moments and memories so it was not about creating a specific place, but a space that could exist anywhere in the world. It was important to bring an eclectic mix of kitsch elements together

“We wanted it to look like somewhere but nowhere in particular. So the mix of kitsch elements makes it from no particular era, and then the outside scene obviously staged inside made for a surreal setting.

The presence of floral arrangements and trinkets reminded me of Nonnas house. Like lots of fashionistas, Nonna taught me how to sew. I was to, paying homage to her and our heritage with the ceremony around garment making and dressing. Disco has its presence because we want to spread our glitter magic on the world.

The garden concept is the idea of a mystical, paradise garden and her being a beautiful statuesque figure at the center of it all. Like allot of the work of Botticelli.

Maybe it’s because our team is so tight-knit, or perhaps it is a little bit the excitement of this all coming together finally, but the day itself felt reminiscent of a ceremonial wedding day. All of the excitement and outfit planning, detail tuning, run times, photographer liaising, and the feeling of celebration, perhaps a new beginning despite a history of hard work?! We even had confetti in the form of glitter discs.