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15 & 16 July 2018, Business Design Centre, London


03 December 2015

Behind the scenes with Oh...My!

Last month, quintessentially British childrenswear label Oh...My! took us behind the scenes of their latest photoshoot! Stylist Charlotte Kewley talks us through the day, while founder Jonathan Swead and designer Anna Davies reveal what we can expect from their A/W16 collection....

Hello Charlotte! Tell us more about this season's Oh...My! shoot...

We started early at an amazing location house in North London, which gave us so many perfect shot options. Our three models for the day – Florence, Arabella and Georgia - were fantastic and bought lots of fun, energy and enthusiasm to the day. We’ve used Florence in every Oh…My! shoot so far and Arabella was also in the SS16 shoot so they’ve become faces of the brand. And our new addition to the line-up was Georgia who is just stunning with her beautiful red hair. They got on fantastically and really made the day.
Make up artist Caroline got straight to work - not that the girls needed much! And then we styled up the looks for the day. I’ve loved every Oh…My! collection personally and am a big fan of the brand but I think this season is my favourite. I always find winter clothes more exciting but the navy velvet and brocade pieces are just beautiful. Though I think my favourite piece is the pink coat which quite frankly needs to be made in adult size!
Our photographer Jonathan Malpass did an amazing job capturing the perfect images. We never want the girls to look precocious or contrived at all. Sure, they look super stylish with attitude but still like young girls. Then we like to add a few kooky touches, though the location house this time was so perfect it made our jobs a lot easier!


So Anna, tell us about the new pieces! What are the ideas behind the A/W16 collection? 

This season we’ve drawn upon the ethereal and dream like mood that winter brings - think moody greys, cold pastels, chalky pinks and bleached florals - and we pride ourselves in designing our own bespoke prints. The Oh…My! winter is going to be filled with cool fresh prints and forward-thinking designs. Then, in contrast, comes an opulent story boasting silk velvets, luxurious satins and jacquards in moody indigo hues.



Why do you like going to Bubble?
We always look forward to exhibiting at Bubble London. It is such a great platform for new brands like ourselves. This being our 3rd time exhibiting at Bubble, we are hoping for yet another successful show. It’s such a creative and lively show that gives us a chance to showcase our new collection and to talk to new potential customers. Bubble London is also always a great time to talk to more established brands to gain a better market insight. We are looking forward to what Bubble London 2016 has in store for us this year.
And finally, what can Bubble visitors expect to see from Oh…My! this season?
All of the above but to summarize we have a 35-piece collection consisting of pretty dresses and skirts, delicate blouses and cosy outerwear – a collection full of character and English charm. We can’t wait to show visitors the new collection!

Fancy seeing Oh...My!'s stunning A/W16 collection in full? You can apply for a free ticket to Bubble here...

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