How Simon Wisbey Shot This Campaign for Lipsy London

Photographer Simon Wisbey recently did a campaign shoot for Lipsy London, shot at Premier Park Studios. The concept was devised by the creative team at Lipsy London head office and Simon then had to bring it to life. Drawing on his experience as a fashion photographer and his  previous work for Lipsy, Simon designed a lighting set up that was in keeping with the Lipsy aesthetic as well as his own love of bright polished imagery. Working with a familiar team was a great way to get things to run smoothly.

When planning the shoot, Simon sat down with the team and focused on what equipment would be needed and how best to achieve the desired look for the shoot. The team sourced the elements that would bring the set to life, furniture, flooring, paint etc. The assistants then went about building the set while Simon set up the lighting.

Having worked with the client regularly was a great advantage and the day ran without any setbacks. The only obstacle was a faulty head, but luckily Premier Park Studios has a large store of equipment so this was quickly rectified!

Equipment List

- Canon 5d Mk IV
- Canon 24-70mm f\2.8 II
- 3 x Profoto Pro-8a packs
- 4 x Profoto Pro Heads
- Profoto Air Remote
- 1 x Profoto XL Deep Translucent Umbrella
- 1 x 12’ x 12’ Silk Screen
- 1 x Profoto 2x3 Softbox
- 2 x Profoto Zoom Reflectors
- 1 x 12’ Arctic White Colorama (hanging to the floor)
- 6 x White Polyboards
- 1 x 12’ Translucent Curtain
- 2 x Double Windups with Scaffold Pole to hang the curtain
- 1 x 10’ Flat painted pink
- Grey Laminate Flooring
- A variety of furniture
- iMac running Capture One
- Tether Tools cables

The client wanted to create a light and airy feel similar to natural light coming through a large window from behind the model. This backlight wrapped around the model served to retain all the fine details of the clothing.

Lighting Setup

To create the feel of a large window Simon bounced 2 heads with Zoom Reflectors into two 90 degree Vs made of polyboards which in turn bounced back onto the white Colorama and through the translucent curtain as the key light. The trick here was to provide enough light to wrap around the model from behind but still keep some detail in the curtain.

For a large fill Simon had a head going through the XL Translucent Umbrella and the 12’x12’ Silk Screen. This not only lightened everything but it also brought out more detail in the clothing while providing a nice super soft light on the models skin. To help knock out any shadow from the model and lighten the hair, Simon bounced a head going through the 2x3 Softbox into the ceiling. This was behind 2 White Polyboards which also served as a fill when the model was turned to the side.

Simon shot at f/8 so that he could keep the model and clothes in focus but also allow the background to slightly drop out of focus, creating a dreamy feel to the images.

During the shoot the team moved the pink flat around to vary the options for the final edit.


The team shot 16 looks over a 7 hour day. The images are being used in Lipsy’s flagship store on Oxford Street, online, and across all social media platforms.

Client – Lipsy London
Photographer – Simon Wisbey
Model – Cairo Dwek, Storm London
Makeup & Hair – Paula Valencia
Retouch – Gary Patterson
Styling – Hannah Evans
Creative Team – Harriette Miller 
Assistants – David Rowland & Gemma Thompson
Studio – Premier Park Studios, London 

Images used with permission of Simon Wisbey

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Glem Let's picture

Sorry but this shoot looks lame...!

Nice set
Nice look to fit the clients brief
Lots of posh fast lights
But the model...!!!!!

Sorry but she phoned it in... either that or she is quite new and needs help fulfilling her potential.. she looks uncomfortable and awkward... Where is the joy and happiness at owning and wearing these clothes...?

If not happiness and joy, then where is the ‘coolness’.

I showed this look book to my daughters and both said the model was having a miserable day and by the looks of it trying to make the best of it...

These shoots were always about making the prospective customer think ‘wow.... I want to wear that...’

You cut corners by just a little bit in fashion and you end up with this.... dull, boring, lifeless and uninspiring, and this is a S/S 2019 shoot...

You may not like my opinion but I am entitled to it, so don’t slag me off just because you don’t like it. Instead try to come up with your own point of view and why...

LA M's picture

That's a a typical "model"'s been a thing in fashion/beauty for decades.

Matt house's picture

I'm sure you've shot a lot of models and fashion campaigns yeah?

Mr Hogwallop's picture

never mind..

Alexander Petrenko's picture

You are absolutely entitled for opinion, but it is probably what client have chosen and believes fit their brand.

Mr Hogwallop's picture

Click her link. It's her "look". The "I'm so bored" look has been popular for decades. I think in some people's minds that look means "fashion" and any hint of emotion or a smile is "catalogue". Sure makes things easier for everyone.

Shavonne Wong's picture

I realise that everyone is entitled to their opinion but I have to comment here simply as I feel obligated to speak in defense of the people I choose to feature.

I understand the look and feel may not be to your liking and while I'm sorry to hear that, I don't think the model deserves that kind of commentary.

All of us, behind and in front of the camera, continue to work, tweak, adjust, improve, learn and experiment. There will never be a piece of creative art that appeals to everyone but knocking someone in a slightly aggressive tone for their work and effort isn't going to help anyone involved.

You have to remember that you only get to see the BTS of this shoot due to Simon's generosity in sharing information.

Keep the feedback coming but lets try to be constructive and helpful to all of us who share this passion for photography!

There's a difference between expressing your opinion and being rude.

Annupam Singh's picture

Good to see you come back and say what you feel!
I do agree with you "There's a difference between expressing your opinion and being rude."

Glem Let's picture

Millenials... still living the life wrapped in cotton wool. Models are only as good as the photographer, if he or she cannot get her motivated, confident and relaxed, it’s his fault, not hers...

John W's picture

And yet you're the only one that is being a snowflake about all of this.

John W's picture

Hey Shavonne,

Ignore the trolls. Anyone that has shot campaigns/lookbooks/ecom knows that the creative direction is not just the result of the photographer, but of everyone that's involved: stylists, creative directors, even CEOs of companies.It's always a compromise and collaboration with the client. Anyone who thinks otherwise has most likely never done any serious client work at all.

Secondly, fashion has always been about selling the clothes. Yes, having a great model helps but the clothes needs to be presented in the best light. The clothes in the photos you posted have structure to them and thus would look best in simpler poses. Someone suggesting more obviously doesn't understand the purpose of a commercial shoot versus something avante garde you'd see in Vogue Italia.

Lastly, Storm is one of the top modeling agencies in London. I've worked with several women that have been signed there and they are top tier in their craft. For someone to suggest otherwise is quite laughable.

Anyways, keep on posting your great articles and don't give credence to trolls. You can tell a lot about someone from what they show or don't show you on the internet. And I don't know of any "High end fashion shooters with 20 years of experience" that even have time to read or care to read articles on this site. But hey, it's the internet and we can all pretend to be whoever we want, right? Lol.

MC G's picture

I love it when armchair experts weigh in.

Shavonne Wong's picture

It'll be more useful if they actually told us where to get great armchairs hahaha!

Glem Let's picture

I have been a high end fashion shooter for over 20yrs. Worked some but not all of the BIG magazines, ad agencies and A and B list portraits for book covers etc...

Would love 20 mins peace and quiet in an armchair...

William Zar's picture

Would love to see your work.

Alexander Petrenko's picture

Second in line to see your work and learn something from seasoned pro.

John W's picture

We can be pretend to be whoever we want on the internet.

Mark Rutt's picture

Interesting article. I enjoy the breakdown on approach/equipment. More BTS content like this would be cool. Thanks.

Shavonne Wong's picture

There'll be more coming! (:
Let me know if you have any photographer in mind you'll love to have featured and I'll see what I can do!

Blake Aghili's picture

Mark Seliger :D ok just playing devil's advocate here

C G's picture

Such a great article. Love the shoot too. The lighting is spot on 👌🏻

Shavonne Wong's picture

I love it too! (:

Jack Alexander's picture

Beautiful series! Interesting to see how it was shot.

Shavonne Wong's picture

Yeah I enjoyed finding out about the setup too!

Annupam Singh's picture

Excelent Article!
Always liked the break down and a lead up of the shoot.
While the comments here on the look of the model, im sure the clients are happy and will have Simon come back and shoot for them.

Having shot a few look-books here in New Zealand, models are briefed to keep a neutral expression so that the viewer is looking at the garment and not the model.

Shavonne Wong's picture

I too am sure the client was happy! I personally loved the end results!

Andreas Böhrnsen's picture

Excellent article, very inspiring for building own sets. Keep it coming!

Shavonne Wong's picture

Yeah I think I'm gonna get a translucent curtain of my own! Haha

William Zar's picture

Glem Let Let's see some of your work. I'm sure everyone would be very interested and excited to critique it.