Toronto-based fashion photographer Jalani Morgan aims to “illuminate the layers of personality present in the generation of today.” He accomplishes this through his photography, and it was this approach to shooting that caught the eye of the marketing team at H&M Canada. H&M is a Swedish retail-clothing line with stores in 43 countries around the globe—it’s also ranked the second largest clothing retailer worldwide. Jalani was excited to be contacted by such a well-known brand and says his latest advertising assignment for the company was a “dream come true.”
This “dream” assignment had Jalani photographing Vancouver-based fashion blogger and television personality Olivia Lovenmark of StyleStruck. H&M had partnered with Olivia to celebrate the arrival of H&M’s latest eco-friendly Conscious Collection and they wanted photos highlighting her compelling personality. They also wanted the photographs to mix seamlessly with their current marketing campaigns so Jalani needed to shoot Olivia on a white background and focus on capturing her “amazing energy” within the frame.
Of the shoot Jalani says,
Olivia was flown down from Vancouver to the Hermann & Audrey Studio for the day to shoot an exclusive selection of the Conscious Collection curated by Olivia. It was a very fun day and everyone had a blast! I’m happiest when I can use my lens to communicate the personality of today, as was the case in this assignment. I was enabled to present Olivia as the dynamic character she is.
The shoot day ran seamlessly, with Jalani describing it as easy-going and organized. He credits this laid back atmosphere to his studio’s exceptional production crew and the team at H&M who were “dreamy.” He adds, “we got the job done and had a great time doing it.”
Both Jalani and H&M were happy with the resulting photographs and the images were showcased in H&M stores across Canada. Jalani also learned a thing or two on this assignment, most importantly “wearing a nice bow tie gets you flattery.”