By women, for women:
Meet the creative team behind our AW20 campaign

By women, for women is one DeMellier’s core values, along with handcrafted integrity and giving back. DeMellier empowers and supports women of all fields and in every area of the business: from partnering up with female talents on our seasonal campaigns to being a full female team, we are a brand that truly celebrates each other.

With love,
Mireia Llusia-Lindh, Founder of DeMellier
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I feel blessed to be able to collaborate and work alongside some brilliantly talented women and see such exciting female talents become more and more visible within the industry.

Georgia Devey Smith, photographer

Where are you at the moment and how have you been since you shot DeMellier's AW20 campaign in LA?

I’m currently in London - we moved house during the lockdown and luckily now have more space, so it’s been perfect timing being able to try to implement a more healthy work/life balance. To say it’s been a strange year since we shot AW20 in LA is an understatement, but I’m happy that work has picked up again and I’m able to be back on set with my team.

How do you manage to capture the ‘by women, for women’ ethos of DeMellier?

Within my work generally, I strive to portray the balance between a woman’s elegance and power. I want the women I photograph to feel strong but also the viewer to feel the intimacy. We don’t have a huge team on the DeMellier set, so it’s easier to create that connection among us all and collaborate in a way that feels organic and real.

What do you like about working with a female led team?

Quite a few of my clients and teams are female-led, it’s something that feels both very special and yet at the same time, completely normal. I like how as women we tend to have the same vision of how we want our subject and the product to be portrayed, particularly when it’s a female-focused brand.

How do you see the fashion industry changing and adapting to the ‘new normal’ and what does that mean as a photographer?

I’m hoping that it might make us slow down and take a breath. The industry has been crying out for that for a while, and I am starting to see a change. However, as with anything, real change takes time. On a personal level, I hope it will give me time to work alongside brands on projects that really matter and for more and more of us choose quality over quantity.

Who are the women that inspire you personally and professionally?

My fellow female contemporaries inspire me daily. I feel blessed to be able to collaborate and work alongside some brilliantly talented women and see such exciting female talent become more and more visible within the industry.

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Sara Denman, hair & makeup artist

Where are you at the moment and how have you been since you worked on DeMellier's AW20 campaign in LA?

I am back in LA after spending 6 months in Sweden. I wanted to be close to my family. I lived with my son and his girlfriend and was a great experience. They were both studying and working from home, so food was an important break each day. We would do a menu for the week and go grocery shopping. We cooked so much and took many walks. In Sweden, I've been working, because many places are open. Now back in LA, things are slowly opening up here, so I have started working a little too. I hope things get back to normality soon.

How do you see the fashion industry changing and adapting to the ‘new normal’ and what does that mean to you as a makeup artist?

I was working a little in Sweden and was wearing a mask when I did the hair/makeup and kept a social distance. It has always been important to keep your kit clean and wash hands all the time since we are working so close to people and in their faces, so that part hasn’t really changed. Here in LA, you need to keep the mask on the whole day and sometimes also a visor. I hope things open up more soon because there is still not a lot of work. I love my job and miss being on set with my teams!

My grandmother is my biggest inspiration because she taught me to do what I want and stand up for myself.

How do you manage to translate the 'by women, for women' ethos of the brand?

Maggie Maurer is already such a strong character with an aura of strong woman around her. We wanted to keep her own personality but add a softer, slightly more feminine, sensual look with blushing cheeks and dewy skin along with super sleek hair.

What do you like about working with a female-led team?

The whole team was a bunch of very stylish cool women, much like the brand itself. And the house we were in was stunning! Loved all of it. We had an amazing day above the clouds in Malibu.

Who are the women who inspire you personally and professionally?

My grandmother is my biggest inspiration because she taught me to do what I want and stand up for myself. I also have a lot of female friends that inspire me, some people are just so good at living and knowing what they want and how to get it. That is inspiring to me. Seeing what all my friends have been up to during quarantine: books were made, jewellery brand started. People started doing flower arrangements, renovating houses, raising puppies, needling art, photography. It’s fascinating to see what everyone made of their time, and I must say I have some really cool friends! I am very impressed and inspired by all of them.

Madonna was always a great source of inspiration; everything she did was new, the music videos, fashion shoots, books, and movies. I loved all of that.

Lauren Hutton of course! When I got back to LA I went to have tacos at Guisados (Legendary taco place in echo park) and she was standing in front of us in line. On her own getting tacos, looking fabulous still with white canvas sneakers and a light blue men's shirt. I was starstruck for sure! She is a true icon and a legend.

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Lara Al-Hadeedi, art director

Where are you at the moment and how have you been since you worked on DeMellier's AW20 campaign in LA?

I’m currently in London, working from home. Not having so many distractions in the “outside world” has been good for introspection personally and creatively. I finally have time to read all the magazines I tend to collect yearly but only half-read, get through the list of independent films I’ve been meaning to watch, and making more time to call friends around the world for more meaningful conversations in this strange period. This year has definitely taught me to appreciate and find inspiration in the simplest things in life.

How do you manage to capture the ‘by women, for women’ ethos of DeMellier?

I try to make sure female representation in our visuals is as multifaceted as possible, as women are such dynamic powerhouses full of duality that we all live through every day. We can be bold and delicate, vulnerable and tough, feminine and masculine, all at the same time. Considering the product design by our female-led team, to our communications by our female-led team etc, it’s about pulling every angle together to create a vision that we hope speaks to and resonates with a variety of people.

What do you like about working with a female led team?

There’s a special kind of energy and chemistry when women come together and collaborate on set. There’s an intrinsic understanding and an authentic, empathetic approach to ‘the female gaze’, i.e creating portraits of women through a woman’s lens, where everyone helps to create a nuanced story elevating the complex empowering sides of expressing femininity, and one where the model feels really lifted and comfortable as well.

How do you see the fashion industry changing and adapting to the ‘new normal’ and what does that mean as an art director?

I think the industry is moving steadily to normalising more meaningful production, consumption and communication by learning that materialistic concerns are not as important as we’re all forced to take things a month at a time. Hopefully this will help really prioritise sustainability. It’s important to keep visual language sensitive to what’s going on around us and always check our own privileges too. It’s been an interesting experience shooting with so many regulations and having to think outside the box while we were in strict lockdown, it really forces you to be resourceful.

Who are the women that inspire you personally and professionally?

Professionally, Lydia Pang who is a young Chinese-Welsh creative director at Nike USA, has had an interesting trajectory in her career and I share her love of an all-black wardrobe. Seeing some fashion photographers I admire selling prints to support charities and movements, particularly for Black Lives Matter was great to see.

Personally, I feel inspired by the resilience of women and friends who have just become young mothers in a pandemic, to hold it all together at home with kids must be the hardest job!

I try to make sure female representation in our visuals is as multifaceted as possible, as women are such dynamic powerhouses full of duality that we all live through every day