We shot the Spring/Summer 2024 collection of womenswear brand SAY in a single day in January 2024, at our studio in Şişli, Istanbul. Two separate sets were built that day: a graphic stage of thin black frames inside an all-white space, and a soft backdrop in warm sand and apricot tones with spheres standing in front of it.
From an empty wall to a stage
On the morning of the shoot the studio was empty. The references pinned to the moodboard wall carried the collection's black-and-white language and the idea of the set to come. The black frames were put in place one by one by the set crew from a ladder; their door- and window-like outlines drew a stage for the clothes inside the white space.
Every frame on screen
In a fashion shoot, the fall of the fabric, the model's pose and the way light sits on the material all have to be right at the same moment. Throughout the day every frame appeared on screen instantly; we reviewed them there with the team before moving on to the next look. Hair, make-up and styling reset the scene with every change of outfit.
Two worlds in one day
In the afternoon the set changed completely: the black lines gave way to a warm-toned backdrop and large spheres, and pleated whites, pink tulle and evening gowns were shot in front of that soft light. The behind-the-scenes film tells the rhythm of the day through the eyes of WCDI Creative; below you can also see the photographs that came out of the shoot.
The Finished Work
SAY Spring/Summer 2024 — frames from both sets