VIBERG 2025 ICONS
Dream Team on the road.
The lift alarm in the Snowpeak St James store!
This is the story of a trip to London with Drew, borrowing the Snow Peak StJames’ store and starting the day running around west London trying to find a security key to manually override a lift door!
We have been working with Brett Viberg and his wonderful brand for years now, Brett is a good friend and a client. We have done enough off these shoots to realise that there is an awful lot that goes into the styling, making the ‘looks’! When you’re shooting footwear on models, all you have is a shoe, everything else needs to be styled, selected and put together. Drew is a master at this but it does mean that we travel heavy! All the footwear and all of the outfits, 4-5 suitcases!
The Icons collection we were shooting consists of classic, timeless styles the obvious location for these way around Mayfair in London. We would mix it up a little this time with the casting and styling but first of all we were shooting on the street and needed a base to work from. Drew thought of an old friend who used to work for Snowpeak and wondered if she could get us into their store on StJames, the location was perfect to use as a base.
The video above shows that the lovely people at Snow Peak did allow us to use their store as our base. It also shows that on his way up to the space we were using, Drew and the 4-5 suitcases I mentioned earlier managed to get stuck in the store lift for an hour!! It was hilarious! When the lift finally opened we just found Drew in his pants surrounded by suitcases!
When we work with Viberg we have always cast ‘subjects’ rather than signed models. Whilst this often helps reduce on agency fees etc it also gives us a much more authentic feel. With Viberg shoes being almost formal at times it can be tricky to cast from agencies without it looking cheesy. I love shooting street casts and we carefully use people who embody the Viberg ethos and would potentially wear the shoes in their day-to-day. David Leon is an actor and director and he has a killer style! He killed it and is such a great guy so it was a great day all round. 5 styles, 5 locations and 5 outfits, always a bit manic especially when shooting on the street and in uncontrolled environments but we did it. The full shoot can be seen via the link below. Brett, onto the next……:)
