Behind the Scenes of our latest shoot: beside the sea

25th April 2017

It was a cold January afternoon at our Head Office in Market Harborough when we realised the shoot deadline was fast approaching. The shoot deadline for our summer collection.

Joules behind the scenes photoshoot

Beside the sea

The summer collection (as you may know) is made up of light layers, embroidered dresses, flip flops, shorts, t-shirts, swimwear – we could go on. So although we had our fingers crossed for a heat wave, we were also frantically studying maps for a place where the weather would be fair and also create a backdrop that would represent the holidays that many lucky families will be taking this summer.

Joules summer photoshoot

The summer shoot location

After quite some time, we settled on Antigua (we know it’s a hard life). With its beaches, slightly rugged landscapes and light levels at this time of year – along with a clever photographer – we knew we could create scenes that could’ve easily been happening on the beaches of Cornwall during the height of the British summer.

Joules summer photoshoot

Did you know?

Antigua is around four times the size of Bristol but has less than a quarter of the population.

Up, up and away!

So models, photographers, art directors and case upon case of summer clothes disappeared into the bleak winter’s sky from Gatwick in search of warmer climes.

“What better place than Antigua to showcase our new collection. It wasn’t too warm either and on some of the beaches you really did feel like you were beside the British seaside. It was still warm enough to make sure we could field test our summer dresses though.”

Charlotte, Art Director

The Right as Rain Collection

Everything was running smoothly until we suddenly realised we hadn’t shot our Right as Rain collection. The sun had taken our minds far away from clouds of any kind. Cue Steve, a local man who was remarkably skilled with a hosepipe. Seriously. Our new collection of waterproof coats and jackets got a truly good soaking.

Joules summer photoshoot behind the scenes

The images were stunning, the grins on everyone faces widened with every moment and as we neared the end of our stay we had been truly swept up by the magic of this fascinating place.

Joules summer photoshoot

We must admit though, we were all looking forward to coming back and having a good old cuppa. Even though we’d all miss Steve.

Our summer photoshoot in numbers









Where do you think we should shoot our winter collection?


  • Lucinda

    25.04.2017 at 08:54 Reply

    Rockingham castle

  • Claire Bone

    25.04.2017 at 11:57 Reply

    Cornwall. Many beautiful beaches. With plenty of coastal walks / routes to discover. Many rocks to pose on or even old “tin mines” to model your next new winter range in. Not to mention plenty of woods, valleys, fields, countyrside, fishing harbours or even manor estates like lanhydrock to model in. So much choice in such a beautiful peninsula. X

  • Kathryn Bath

    25.04.2017 at 13:30 Reply

    Seaton tramway on the Exe estuary in Devon.

  • Claire Insley

    25.04.2017 at 16:19 Reply

    Defiantly DARTMOOR. You would get to shoot all the seasons in one day with its changeable weather. It has vast open greenery with vidid autumnal tones in its bracken. Not to mention it’s scattered with impressive granite tors, babbling streams, forests, cycle paths, old mines and not forgetting the ponies, sheepand cows that are free roaming x it’s heaven

  • Claire b

    25.04.2017 at 17:44 Reply

    Iceland, massive scenery and bubbling thermals, even northern lights


    25.04.2017 at 20:13 Reply

    Studland Dorset or the Beautiful Isle Of Wight would be perfect for a photo shoot for a new season range.

  • Natalie wyer

    28.04.2017 at 11:17 Reply

    The beautiful South Devon coastline.

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