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I headed back to NYC for less than 24hours during the first week of November 2014. I had a few meetings to go to, so I thought I would squeeze in another quick booster campaign for our latest collection, HAYL, on the streets of upper west side, NYC.


IMG models helped me select the perfect face for our booster campaign. We worked together to select someone with a fresh new look, who was different to any of the previous girls we have used before in our previous shoots.


I instantly loved the look of Karina, she was dark and edgy with incredible smoldering eyes.


The night before the shoot, it was storming over NYC. I was worried because I had everyone in place for the 8am call time. I had T. Cooper on the H+M again, and Karina booked to arrive early, I decided that I would shoot the booster campaign regardless of the weather, I was planning for the worst. I didn’t have a photography assistant booked for the day. My nervous system was going into shock.


The morning of the shoot, the rain had stopped, the ground was dry, and the sky was textured. New York was turning it on.


The shoot went fast, in under 2 hours, I had 800 beautiful shots. I wanted the shoot to look ‘American-girl,’ we walked around the streets of the upper west side, and styled the scenery to match my vision. We were even lucky enough to use the FDNY truck, on W 74th, as a backdrop for one of our outfits. Everyone was willing to help out, and make it as beautiful as possible.


A huge thank you to the people of NYC, you make our shoot wonderful.


Enjoy the photos.










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