In the Press

Behind the Lens: Jeanswest #FitsBest Campaign

Our new #FitsBest campaign is a celebration of our amazing customers and the way Jeanswest best fits their lifestyle. Shot by Carlotta Moye, fashion & lifestyle photographer and a regular crew member on Jeanswest campaigns.

In between shots, we caught up with Carlotta, to discuss her photography career, shooting our Reward members and the trick to taking the perfect selfie…


How did you get into photography and how long have you been doing it?

I was a Fashion Editor at Dolly. I didn’t know at the time my passion for fashion was equal to my passion for photography. After 5 years of styling shoots I started to book myself to shoot too. I learnt by working with some of the best photographers in the business. I was incredibly lucky.

What was your favourite thing about shooting our Rewards members?

Getting the chance to meet some of the Jeanswest customers we’re always aiming to excite with each campaign we produce was a real joy. However, turning them into models for the day was even more fun…watching them all embrace the moment and come out of their shell was priceless. They all nailed it!

How did you go about making them feel confident and at ease throughout the shoot?

Getting to talk to them all before and hearing their stories gave me something to draw on. Everyone is nervous in front of a camera…I know I am. But you just talk to them as you shoot and don’t expect them to “model” but rather be themselves and let their personalities shine through.

One pair of jeans you can’t live without…

I like men’s jeans. Preferably ones I’ve had for ever. Every wear makes them better & better. I have about 30 pairs and they are all special because they have a story.

What are your tips and tricks for taking the perfect selfie?

Shoot from as high as your arm can reach and keep your chin down. It’s an angles game!

Do you have any advice for up and coming photographers?

Learn the technical stuff but more importantly take the time to develop your style. It’s what makes your pictures yours and what clients will want from you.

I’m so glad I learnt on film because you need to know your stuff rather than shooting endlessly and stumbling on a good shot.

What are some of your favourite things to capture?

I love fashion. A fabulous model with a strong personality, a talented hair & make-up team and a stylist who can bring a new way to see clothes all working together…there is nothing better…or more exciting!


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