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Vancouver, Canada-based photographer Richard Schmon has many years of experience shooting fashion and beauty for brands like The North Face and publications like Vogue Russia. In his latest project for Kits.com, a new e-commerce eyewear company, Richard takes a different approach to product photography. He showcases the brand’s glasses in a moody editorial style.
Richard had worked with another local eyewear brand in Vancouver for many years before the company was sold in 2014. Last year, a few people from that team started Kits.com and reached out to Richard to shoot some product photography. This eventually led to a more extensive studio shoot for their new website with talent modeling the Kits merchandise.
Initially, when the pandemic hit, they just needed product photography, so I set up a mini product studio in my basement and started hammering out product photos during the lockdown.
As we headed into February, some of the local restrictions were lifted, and Kits needed extensive on-model imagery to bolster their e-commerce product pages.
Richard worked with Family Management, a boutique talent agency, to source models for the shoot. He set up a white seamless backdrop in Kit’s warehouse in British Columbia and got to work photographing two models each day for about four hours each.
Kits has a fantastic warehouse space here in the city, with massive bay windows overlooking the Fraser River. It was the perfect space given all the images were shot against white seamless.
Once set up, the shoot went smoothly with no significant surprises in store. Richard and his team were prepped with PPE and followed all COVID-19 safety protocols to ensure the safety of the models and crew. While on set, Richard also had audio equipment with several playlists ready to help keep everyone’s spirits up and maintain a fun work environment.
Probably my biggest takeaway on this one was the power of having music in the studio. When the music is good and thumps, and the talent and crew are happy, it translates directly to the work.
The final images use black and white photography and subdued colors to create a moody look while showcasing Kit’s products in an editorial style. Richard’s approach and the choice of models worked together nicely to convey a sense of perspective and create visual interest.
We had some really talented models, and the client was very happy with the results. It feels so good when you get everything just right.
Photographer: Richard Schmon
Kits Eyewear Design Director: Marie Stipancik
Kits Creative Director: Nick Harborne
Hair + Makeup: Keely Anderson
Talent Agency: Family Management
Models: Nafisa Abshir, Valamah Dukuly, Sabrina Baycroft