At ideyna, we’re always looking for ways to give handmade the star status it deserves. So when Jeanne Lubbe from Breeze Clothing gave us a call to shoot her brand new collection for ideyna, we did a little happy dance and got to work pronto.
Jeanne is a talented little missy from South Africa. An ideyna fixture right from the beginning, she has been our partner in crime for some amazing DIY’s (check them out here and here). And her dresses are somewhat of a legend. Her brand new collection incorporates her easy breezy aesthetic in bright happy colours that we totally love.
She says “For the Fall 2014 Collection, the focus was soft, feminine dresses that can easily be dressed up or down and can take you from day to night with the addition of some high heels and accessories. Many of the dresses in this collection can be styled in multiple ways and it is up to the wearer to put her own personal twist on the dress. The focus for me should remain on the wearer; she should feel that she wears the dress and not the other way around. Even though it is the fall collection, we live in a region that has an “eternal summer” and therefore I chose to use mainly natural fabrics, from cotton jersey to linens to cotton voiles. All the dresses are made to order and can be done in a wide variety of colour options.”
We were lucky enough to shoot at a beautiful location. The Ras Al Khaimah museum is a sanctuary in the middle of the city. With pieces of history tucked away in each corner, fawning trees and beautiful architecture, we shot for 7 hours straight (even though it was a not so nice 42 degrees).
We present to you ‘Summer is Forever’. And oh! did we mention, there’s a fashion film in there too.
You can find (and drool over) the entire collection exclusively on ideyna here.
(And we’re warning you: you’ll have to hold on to your hearts and your credit cards).
A special shout out to the peeps at the Ras Al Khaimah museum for being gracious enough to let us shoot there, our model Susan Kippels who endured through all our ‘just one more shot’ enthusiasm and the lovely make up artist Claudette de Klerk.