I tried to keep it very practical and selected the strongest garments, something I would wear myself. When I first saw the collection I fell in love with the long grey coat and brown belted leather jacket and in a way they formed the style for the whole shoot.
Why did you choose these particular garments? She is not trying to look beautiful on purpose, it happens naturally. Young and yet mature, effortless and yet wise.
It came out quite surreal – with an ironic effect from combining mismatched moods and styles. So we decided to put it all together and make a weird mixture of teenage underground London and luxurious fashion production. Our mood board was all about 90s supermodels, independent movies and high-end fashion campaigns. The photographer Letty Schmiterlow was a perfect choice: she has a fantastic talent at capturing British youth in a raw, honest and beautiful way. Reiss was founded in 1971 in the UK and I thought that it would be interesting to highlight it’s English heritage and roots but in the original and sophisticated manner. What were your initial inspirations behind the shoot? Here we gain a further insight into the creative process behind the shoot and speak to Sheptovetskaya about her favourite Reiss garments. In celebration of this milestone birthday Yana Sheptovetskaya has exclusively styled a fashion story dedicated to the minimal and quality classics of the Reiss wardrobe. The strength and appeal of the brand is testament to the fact that it is now in its fourth decade of operation. From the credentials of the in-house design team and atelier to the newly launched made-to-measure suits, Reiss' design proposition is ever widening. The son of a city tailor, David Reiss has nurtured the brand into the directional and modern men’s and womenswear that exists today in over 100 global sites.
This year marks the 40th anniversary of the British label Reiss, which was founded by David Reiss in 1971.
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