Behind the scenes at our AW16 campaign shoot


Our AW16 collection is inspired by historical decadence and is rich with indulgent touches, luxurious textures and craftsmanship. Our brief for the campaign imagery was to showcase these pieces worn with modern nonchalance, against a quietly luxurious setting.



We scouted multiple locations across London but had the privilege of coming back to the very location that we had used for our first ever shoot in 2012. The house, in Lordship Park in North London, is a very special venue filled with eclectic artifacts from across Europe. Oversized chateau doors jostle for space with chandeliers and endless dreamy brocade chairs. However, the original features, light-flooded rooms and huge proportions are the biggest draw.



For SS16 we had had a lot of fun with a heavily stylised, candy-coloured studio shoot. For AW16 we sought a more thoughtful mood. Jens Langkjaer stood out to us given his ability to capture beautifully-lit, languid images which are modern and ultra-feminine.  On the day, Jens art-directed much of the shoot and opted to eschew most of the location’s props in favour of making the clothes the focal points against blank walls and beautiful plasterwork.



The most important consideration is always to find models to embody the Madderson Woman – timeless, polished, elegant and accomplished. Georgina Howard had starred in our SS16 campaign, and for us is the perfect representation of our aesthetic with her cool confidence, natural style and lust-worthy hair!  Wearing our clothes, she is the woman we want to be. We had met Sophie Pumphrett a couple of times previously and were thrilled with the opportunity to cast her. Sophie is a true English rose with delicate features and she brought a gentle aura and wonderful radiance to our maternity shots.



One of our favourite hair stylists, Jamie McCormick, created hair that was effortless, fluid and luxuriously thick. Georgina and Sophie’s hair was tonged and gently shaken out using fingers. For the cocktail-hour looks, he opted for polished low-ponytails to add levity to the opulent dresses.



The beauty for the shoot was created by Shama. She has an ultra-impressive A-list portfolio and her lightness of touch is incredible. The models’ skin was lustrous and dewy, with nude shades on eyes and lips and a fresh peachy glow on the cheeks. In the bleak mid-winter, this is skin to covet.

Sara Madderson is founder and creative director of Madderson London. She loves history, literature, art and a good bottle of claret.
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