Weekly updates from BLDG 25

april catalog diary: day one

on a crystal clear thursday in january i took an early morning train up to new york city to meet up with our catalog team for the april shoot. anticipation and excitement were running through my veins as i listened to mellow tunes and thought about what the day ahead would hold – super model sasha pivovarova, one of my favorite photographers, guy aroch, exotic animals, and seeing our catalog team in action for the first time.


we shot at milk studios in NYC, an amazing space in the meatpacking district across from the chelsea market.  studio three would be ours for the next couple of days, a large and inviting space flooded with light and located at the end of a quiet hallway.



when i arrived our team was setting up for the day. the set and the lighting have to be perfect, the outfits are all hung up and organized, and hair and makeup begins.


our catalog team chatted over coffee and breakfast as hair and makeup was underway. the team typically consists of our creative director, art director, producer, a stylist, hair and makeup artists, and the the photographer and photo/tech assistants.


sasha chilled with her laptop as she got her hair and nails done.



the clothes were separated into two racks to correspond with the catalog’s element theme – day one was  air and earth, consisting of a soft color palette, natural makeup and all white animals. day two’s theme would be fire and water, with bright colors and tribal accents.


our stylist, creative director and art director looked over the outfits and made some last minute changes.


shoes were lined up and accessories carefully arranged on a table.


the day prior our team had done some prop shopping – the props above would be used day one.


guy aroch arrived and got set up, taking a couple test shots to make sure the lighting was just right. i was so nervous to meet him but he’s extremely laid back and cool.


guy and sasha talked for a few minutes and then it was time for shooting to begin!


to be continued…

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stephanie -April 4, 2011, 2:26PM

sasha is so beautiful!

Chloe C -April 4, 2011, 3:13PM

What a nice behind the scenes story- thanks so much for sharing this!
Looking forward to the rest.

karacter -April 4, 2011, 3:14PM

I’m a freelance stylist and we shoot at milk studios sometimes! such a cool space

Tracy Marcello (Scribble Smudge) -April 4, 2011, 5:48PM

Awesome post! I am totally digging this blog. Love Free People :)

Allie -April 4, 2011, 6:32PM

Wonderful! Blogged about all of the loveliness here:

Great job once again, FP!

Lex -April 5, 2011, 2:48AM

eeek what a tease! can’t wait to see more :)

Jadeandwillow -April 5, 2011, 12:23PM

you guys are amazing, so organized and polished in what you do! And the outcome is always proves it! What is your secret?!? ;)

Allie -April 6, 2011, 2:07AM

Love posts like these…I love to know the behind the scenes of the shoots and the inspirations :)

Abi -April 6, 2011, 10:06AM

I think I got a bit lost in the story there,wanting it to go on. Looking forward to the continuation

Annabel (lovemore) -April 6, 2011, 10:21AM

wow this is super exciting! i work as the stylist for an online store myself, only hope to get to work with such beauties one day! congrats – LOVE your work guys!
xxxx Bel

beth -April 8, 2011, 10:24PM

i love the clotes your

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