Aldo & Marlow.
The brief.
Aldo & Marlow's knitwear catalogue had grown organically for years — different photographers, different seasons, different greys. For the new collection they wanted one reset: every garment photographed our way, in one week, so the whole catalogue finally looked like one brand. Folds for texture, flats for shape, worn frames for scale.
The approach.
We treated it as two shoots sharing one colour pipeline. Days one and two ran the table — folds and flats under the fixed strobe plot, with the physical garment grade-checked against every twentieth frame. Days three and four ran the stand, same plot, same grey card discipline, so a worn oatmeal crew matched its folded twin exactly.
The trick with knitwear is steam and patience in equal measure. Our stylist steamed every piece twice and we shot the folds before noon, when the studio's humidity was lowest and the lambswool sat flattest.
- Client
- Aldo & Marlow, London
- Service
- Catalogue stills
- Shoot
- 4 days · Brooklyn table + stand
- Kit
- PhaseOne XF · 100mm macro · strobes
- Frames
- Full collection · fold, flat, worn
- Delivery
- Catalogue, site, wholesale sheets
One catalogue, one grey, one brand.
The reset catalogue launched with the new collection and now sets the template: every season's additions are shot on the same plot, so the brand's grey is the same grey in every year. Wholesale buyers noticed before customers did — which is exactly the order that matters.
