Journal: 1 August 2016

Writing our own rules.

One of things I’ve loved most about launching and growing Nor-Folk is the ability to write my own rules. I’m not anti-conformity but I am anti-design for the sake of it. I prefer to design with consideration and crafting. Creating something that has the ability to stand the test of time and I think this approach is routed in our graphic design education.

Needless to say Nor-Folk doesn’t work in seasons. The challenge for me and us as a brand is to keep our pieces and aesthetic feeling current (even if the pieces are timeless).

I really enjoyed shooting my adult’s campaign and drew the conclusion I should place a call for models on social media. I had a couple of hundred applicants and as a result will be shooting several campaigns. The first was on Sunday at Urban Jungle, Costessey. I have to say a big thank you to Liz and the team for their hospitality. If you’re local to Norfolk, please go and check it out, it’s far more than a ‘garden centre.’ And for those who aren’t blessed with green fingers, they have an abundance of succulents and a pretty awesome coffee shop. My recommendation is the Amaretto tart!

I’m not anti-conformity but I am anti-design for the sake of it.

When I secured the location I had the concept firmly set in my head. I wanted the feel to be far more editorial & interactive with the environment. Key to the success of the shoot was the weather and thankfully the sun was present. I want to say a big thank you to the amazing models, Marcus, Jay & Chloé and their awesome mums.

I’m already looking forward to my next shoot with a toddler this week…


Location– Urban Jungle, Costessey
Photographer & stylist– Fiona Burrage, Nor-Folk
Clothes– Nor–Folk (exclusively). Shop the children’s collection here.

For more photos as well as behind the scenes scenes, have a look at our Facebook page.


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