Strategy December 14, 2021
Behind the Scenes: The Cozy Edit Photoshoot
It’s no secret that soft and cozy loungewear is having a moment. What began as the “quarantine uniform” has evolved into a trend that now influences end-users’ everyday fashion. Next Level Apparel (asi/73867) saw this growing fashion need and set up a new photoshoot to speak to it, filled with gorgeous shots you can share with your clients to help them visualize their oh-so soft branded apparel.
Sure, Next Level’s home base of Los Angeles, CA, may not be the first city that comes to mind when you think of “cozy.” However, with chilly nights and brisk ocean breezes, the Next Level fashion gurus actually wear a lot of fleece year-round on the Pacific Coast. Not only that, they certainly celebrate and embrace the casual, cool vibe cozy loungewear is known for, especially when adorned with graphics, expressive embellishments or team sports logos.
As for the concept behind the campaign, Next Level aimed to convey the comforts of lounging around at home – an especially timely usage with the rise of work-from-home business models. They know it’s extremely difficult for a photograph alone to translate how soft their fabrics are, so they put careful care and attention into every detail, down to the set location at a studio in the garment district of downtown LA. Why? Next Level wanted to shoot the “Cozy Edit” campaign of comfortable, lived-in athleisure-inspired styles in an environment that wouldn’t upstage the garments.
Speaking of cozy, the models quickly appreciated how soft these T-shirts and fleece fabrics felt against their skin – so much so that it was difficult to get them off the sofa when the shoot wrapped for the day and changed back into their street clothes before heading home! It only took a few frames for the models to become fast friends and fans of the cozy pieces – a feeling that shined through in the shots the camera captured.
All in all, Next Level’s soft and cozy apparel simply has a way of making people happy by keeping them comfortable and inspired to express themselves. Show your clients images from the “Cozy Edit” campaign during your sales calls to back up your promises of soft and snuggly garments that end-users will enjoy wearing anywhere: at home or out on the town.
