Mirage: winter-collection brochure

When Jog thought about how best to represent the winter collection of Mirage – a small and exclusive series of fashion boutiques – it was struck by the odd timing of the task.

Essentially, winter clothes are sold at the end of the summer. Jog though that it may be hard for people to get enthusiastic about winter jumpers and coats in the barmy end of a summer. It determined to create a set for the photography that would instantly shift people’s mindset into the next season.

The result could be described as a kind of ice-henge made from industrial-sized blocks of ice. These not only lowered the mental temperature but also proved to be a fascinating and ever-changing backdrop to the shoot. Photography was by Crena Watson.