Hi! I’m Free People’s creative design assistant and February guest blogger! I consider myself lucky, because I get to help with the creative process in developing the image of Free People, and also have my hand in styling. I work directly under our creative director, who is best described as creative sunshine.
our creative director on our February catalog shoot preparing for the next shot.
Ok, so here are some tidbits from this catalog’s creation process: the concept was first outlined and sketched in a notebook by our creative director.
Here are some tears that were collected for inspiration on how we’d like the shoot to go before we get on location.
Finally shooting day arrives and the end result is like magic!
stay tuned for more posts from me this month, and check out my personal blog here!
when it comes to videos, having the right song can make all the difference in the world. for me, that’s what really grabs my attention and sucks me in so that i can’t stop watching. one of the reasons i love our videographer’s work so much is that she always picks the perfect song – i don’t know how she does it. the song in our february catalog video is no exception…”throwing hail marys” by gypsy death star. i had never heard of them before and wanted to learn a little bit more about them…
based in ventura, california, gypsy death star is a collaboration between producer cesar augusto and singer/song writer wyatt hull. they combine trance-like electronic beats and haunting lyrics to create a sound that will transport you to a different place in your mind. read on for a brief interview with the band and check out a video of them performing “throwing hail marys” below!
when and how did gypsy death star come about?
i put an add out on craigslist for a beat maker and cesar responded, we started making tracks together through emails, & the rest is history..
how do you guys describe your music?
a cross between dark ambient techno & electronic indie rock
if your music was a color, what color would it be?
is there a certain song you’re most proud of?
some may be slower, some may be more full of wisdom, but were equally proud of all our children.
what’s your favorite venue you’ve played in, and what venue do you dream of someday performing in?
we recently played at the deer lodge in ojai, california & that had a magical ambiance. we both dream of someday playing the conan o’brien show, we’re big fans of his, or perhaps one of those sesame street episodes where they bring musicians on.
what’s your pre-show ritual?
cold high-quality brew.
who are some of your biggest musical influences?
cocorosie, t-rex, q lazzarus, tv on the radio, portishead, syd barrett, the pixies, and david bowie.
if you could see any band, past or present, perform live, who would it be?
kraftwerk’s performances when they used robots and any of the first ziggy stardust shows would have been rad to see.
all-time favorite record?
pink floyd’s “pipers at the gates of dawn” for wyatt. queen’s “game” for cesar.
what’s coming up for gypsy death star? any exciting plans in the works?
we’re looking at doing a small tour in mexico, we have a music video we just finished shooting in which we do some tag team wrestling, and are currently mixing a new full length record do for release soon this year.
i mentioned last week that we opened two new stores – one in houston and one in pittsburgh. they both debuted our new spring displays, making them a bright and inviting space beckoning for people to step out of the cold and inside their doors. our display team blows me away every time – this spring’s combination of strips of fabric in cheerful easter-egg shades, parasols and colorfully patch-worked suitcases is like a warm burst of sunshine for the soul.
here are some images from houston:
the scarves sewn together remind me of prayer flags!
this suitcase “sculpture” is beyond amazing…the suitcases are covered with fabric and dripping with trinkets that the free people girl has picked up on her travels.
beautiful work, display team! stay tuned for pittsburgh photos later this week.
i am so excited to show you guys our february catalog video…the first time i watched it i got goosebumps, its so beautiful. i keep finding myself watching it when i need to be transported for a moment. take a look and lose yourself in sunny california with sweet thoughts of love…
the february catalog drops tomorrow, shot by jason lee parry, featuring models martha hunt, chrishell stubbs, jessica mau and noot seear. our videographer made this amazing video, and the song is “throwing hail marys” by gypsy death star.
“a true soul mate is probably the most important person you’ll ever meet, because they tear down your walls and smack you awake. but to live with a soul mate forever? nah. too painful. soul mates, they come into your life just to reveal another layer of yourself to you, and then leave. a soul mate’s purpose is to shake you up, tear apart your ego a little bit, show you your obstacles and addictions, break your heart open so new light can get in, and make you so desperate and out of control that you have to transform your life.”
our february catalog was shot by another personal favorite of mine – jason lee parry. he has a talent for telling a story through his photography, making him the perfect choice for our february catalog and its love story theme. he lives in LA and his photographs evoke all the things i love about southern california – hazy sunshine, carefree days and wild nights, a cool edginess to the air and endless summer attitude.
here’s some of his amazing work, which you may recognize as its been posted all over the blogosphere :)
the one of the girl on the skateboard is one of my favorite photos ever. so you can imagine my excitement when jason was kind enough to answer some questions for the blog!
shooting our february catalog
how was your experience working with free people?
it was a great experience. they gave me full creative freedom which is very important… the team was wonderful, super professional but fun at the same time. the kind of people you would go grab a drink with outside of the shoot. thank you free people for a great shoot!
is there a certain photo from the shoot that you’re particularly proud of?
i like the one of jessica (lou) walking on the beach with the sun coming through her legs, of noot (meadow) dancing in front of the window at night with the tambourine in hand, and the one of martha (ginger) twirling in the red shoes with the sun at her back. i like them all though. they have a real sense of summer, freedom and flirtatiousness which fit the love stories very well..
when did you know you wanted to be a photographer? what photographers have influenced you?
as a child i traveled a lot and was visually stimulated by the things i saw so i wanted to recreate images i had seen in my past. i was fifteen when i got hooked… i love how photography tells a story with one picture and everyone, including myself, can interpret it differently. the instant gratification of photography will always keep me interested. guy bourdin is one of my main influences.
do you have a routine when preparing for a shoot?
i am constantly visualizing and thinking up ideas. i take my shoots very seriously. the night before i can’t sleep usually, i’m up visualizing each shot, sometimes creating a full storyboard. i used to stay in my tent in my living room and drink whiskey for days on in, that’s when the ideas really start to flow for me.
shooting our february catalog
what is the most important thing you’ve ever learned about being a successful photographer?
it is very important for me to take jobs that reflect my personal style. bringing everything to the table every time no matter what it pays. i think its extremely important to make the client and models feel very comfortable, playing music during the shoot, having a glass of wine with the crew if need be. also going over every last detail with the client so we are both on the same page, leaving only good surprises with the end result…
what do you like to do when you’re not working?
make my own beer, read about conspiracy theories, road trips…in particular back roads, poetry, go camping, surround myself with interesting people.
what are some of your favorite spots in LA?
my home in silver lake, driving in topanga canyon, drinking in the hills by the griffith observatory, cafe stella, footsies, the roost, ye rustic inn, el prado, good luck bar, tiki ti…the less people the better. but my favorite thing is drinking in my parked car before i go into my favorite bars. i hate walking in to a bar completely sober!
shooting our february catalog
mr. parry, i like your style… go see more of his awesome work here. thank you jason!!!
photos from our catalog shoot taken by our videographer and creative design assistant :)
jemma and i playing around with the fp-1 cascade of ruffles slip and a glittery heart prop from the photo studio… this slip is very light and very easy to layer with (go check out our current homepage for more ideas on that!)…jemma wore it as a dress with black tights and heels for a great going out look, and i wore it as a skirt with a tee and leather jacket as a more everyday casual look. the slip is a little sheer so you need to cover up underneath but it’s an awesome piece to have and has a great romantic feel with valentines day coming up ;) the hearts on my socks were a lucky coincidence…and how cute is jemma in that last pic?
hats… whether it’s sun hats or fedoras they’re without a doubt my favorite accessory. i’m actually rarely without one. we have some seriously awesome hats right now, the only problem is deciding which one i want! which one do you guys like best?