These are the types of images (including the header) I’ve always associated with the Nellystella brand: little models (not much more than toddlers) in flower girl/party dresses forever communing with an anonymous wall or corner – with just a floral arrangement to add another visual element. They worked – because the dresses were so lovely and light, and the girls so fresh and lively…..and the formula has been repeated with a recent collection – albeit with a draped back-cloth/floor surface, and a clearly older demographic in mind:
…..and I’ll definitely come back to post more of both collections – but what’s impressed me are the very different promotions where they take the models outside, and allow much more busy scenarios to compete with the outfits.
One of these is the bang-up-to-date SS 2018 collection (there are two gorgeous “Desert” themes I’ll cover another day), where the style changes – rather dramatically – to every-day, practical and play-oriented, as opposed to special-occasion (that seem to be partitioned-off in the brand’s “Love” section) – starting with related sessions in play-structures in a garden………an improvised tent with hanging bobbles, for example:
……sun dresses, almost-kaftans, bikini-plus-jacket…..and even shorts and rompers for going a bit boho on a rather scruffy carpet:
……and then one that segues nicely from the boho carpet into the set where the models are predominantly on the improvised (equally boho) couch that was in the background:
…so that’s couch/carpet (you hope they cleaned it) – and now just couch (but still wearing outfits that put the emphasis on practical and comfortable as well as pretty):
….and finally back to the “tent” – a lovely idea that always seems to work: there’s something about an enclosed space that really gets kids’ imaginations going – often in complicit pairs:
….or as a good place for a girl to relax alone (and maybe clean that sand off her feet):
Really great styles – you can play in them, relax in them, even doze in them – but never stop looking pretty and feminine. A lot of the images (the huge formats) come from the excellent Nellystella home site (linked to at the beginning) – it pays homage to their past collections with an archive page, and gives a generally comprehensive view of how the styles (and demographic) have changed over the years.
The final set, still in the tent:
I’ve cheated rather with information about the company’s founder, Nelly Chen, by giving an image-link to a long interview with her on the JCrew Tumblr blog (see below) – suffice to say that after a relatively long formative period in Europe, she now lives in Taipei – rather like the founder of Velveteen, Laura Egloff, who lives in Hong Kong (see the relevant post here)……presumably the long distances involved not causing any significant problems – tho’ both companies’ products are predominantly sold in America or Europe – or online on sites based in those continents…