SAY’s Summer 2024 “Hot Summer” collection was shot in a single day at our studio in Şişli. Two minimal sets were built that day. One was a natural scene of stones, a sand-coloured floor and a plain backdrop, and the campaign visual this piece is about came out of that set.

From shoot to ad

In a fashion shoot, every frame is a photograph in its own right. An ad has to carry the whole feeling of a collection in a single image. Here three looks stand side by side in one scene: a dress with a large black-and-white floral print, a draped dress in mink tones and a layered white piece. Frames selected from the shoot were combined into one composition in Photoshop by Cumhur Kaplan and his team, and the brand logo was set on the empty backdrop, at the centre of gravity of the scene.

Two models from the SAY Hot Summer shoot in floral-print dresses
On set: two of the dresses from the ad, as they were shot.

Stone, sand, fabric

The set was kept deliberately simple: piles of stones, the colour of sand and a soft light. Within that simplicity, the texture of the fabrics, the shadowed tones of the printed flowers and the layers of white come forward. The beige-mink tone of the logo belongs to the same family as the colours of the set, so the whole image speaks in a single palette.

Layered white look from the SAY Hot Summer shoot
The layered white piece, in front of the stones.

The full shoot is on the site as two separate series: the stone set in SAY — Hot Summer 2024, and the second set, built with colourful painted panels, in SAY — Hot Summer 2024 · II.

Photography: Cumhur Kaplan. Agency: WCDI Creative.