Maison Stol.
The brief.
Maison Stol sells knitwear the way bookshops sell first editions — slowly, and to people who notice. For AW25 they needed sixty SKUs photographed flat, folded and worn, with colour so accurate that a customer in Oslo could tell oatmeal from ecru on a phone screen. One day, one table, zero reshoots.
The approach.
Catalogue work lives or dies on the first hour. We built a fixed lighting plot — twin strobes through 6×6 silks, a calibrated grey card in every tenth frame — and never touched it again all day. Flat lays and folds ran on the table; worn shots ran on a stand ten feet away under the same plot, so the colour matched across every use.
The retoucher sat in the room, not down the hall. Every twentieth frame went through a live grade check against the physical garment, which is how sixty SKUs shipped with two colour queries instead of twenty.
- Client
- Maison Stol, Stockholm
- Service
- Catalogue stills
- Shoot
- 1 day · Brooklyn table + stand
- Kit
- PhaseOne XF · 100mm macro · strobes
- Frames
- 60 SKUs · flat, folded, worn
- Delivery
- Retouched in 48 hours · web + print
Two colour queries on sixty SKUs. Returns fell by a fifth.
Stol's customer service team reported noticeably fewer “not as pictured” returns that season — the quiet metric every catalogue client actually cares about. They now book the same table week, twice a year, before the collection is even finished.
