Photography for a Fashion Brand: MYMIKA
From Vision to Rebrand
Debbie, the founder of MYMIKA, came to us at the end of 2023 with a clear intention: to transform her brand into something deeply intentional and unique.
At the time, MYMIKA had no brand kit, no online presence and no creative direction. The brand only had a logo. Debbie wasn’t looking to change the primary logo, but beyond that, she gave us full creative freedom to reimagine MYMIKA.
Together, we built a brand from the ground up. We created a complete identity system, developed the visual direction, crafted a photography strategy and planned a full social media content rollout.
Defining the Brand
Before designing anything visual, we began by grounding the brand in strategy. That started with identifying core values and defining a clear, purpose-driven mission.
Authentic, Confident, Curious, Mindful
MYMIKA empowers a mindful approach to fashion through a curated retail platform offering a selection of quality clothing. We redefine the shopping experience by encouraging customers to “buy well, not often,” solving the common dilemma of having a closet full of clothes but nothing to wear.
This foundation shaped every creative decision we made next.
Building the Identity
Freya designed a brand mark, developed a refined color palette, and selected typography that aligned with MYMIKA’s minimal yet expressive tone.
For fashion brands, identity is communicated primarily through imagery. While F&B and skincare brands may rely on packaging and other brand assets, fashion comes alive through modeling and photography. This allows your customer to see how the clothes move, feel and exist in the real world.
Freya looked at strong visual benchmarks in the industry. The quiet luxury of The Row and the clean, structured styling of Jacquemus showed how fashion brands use imagery to communicate confidence and aspiration.
The Photoshoot Strategy
Planning this shoot involved several key steps. Freya began by scouting locations in Taipei and coordinating directly with the photographer. Five looks were styled in advance to ensure variety and intentionality across the content.
She created a moodboard that reflected the brand's new aesthetic direction. Alongside that, she prepared two tailored shot lists:
- One focused on candid, user-generated style imagery for social media
- The other on clean, brand-focused photography for the website and product listings
Freya chose to highlight generous negative space in the framing. This decision helped convey a sense of clarity and quality, giving the clothing room to breathe while reinforcing the minimalist and elevated feel of the brand.
She also captured real moments of people interacting with MYMIKA products. This mix of lifestyle and product photography added depth to the visuals and helped tell a story that felt both aspirational and grounded.
Shooting in Taipei
We selected two outdoor locations: a school campus and a cafe courtyard: ACME. Each space offered soft architectural detail, plenty of room to shoot and natural light.
We scheduled the shoot for a bright and sunny day. All lighting was natural, allowing the textures of the clothing and the atmosphere of the spaces to come through authentically.
Props, accessories and wardrobe were organized ahead of time. The final content included film, digital, and short-form video for use across platforms like Instagram Reels and the MYMIKA website.
Post-Shoot and Rollout
After the shoot, we reviewed the selects with our photographer to ensure every image aligned with MYMIKA’s visual strategy and usage needs.
The final images were used throughout the new website, social channels, email marketing, and digital campaigns. With every touchpoint, the rebrand came to life as a cohesive, elevated identity that told a clear story.
Why This Approach Works
Fashion photography is not just about looking good. It is about building a visual world your audience wants to be part of. This approach supports long-term growth and ensures the brand looks and feels premium across every platform. To this day, it remains one of our favourite shoots.
Want This For Your Brand?
If you’re a fashion founder or creative building your brand, check out our Brand Identity Guidelines 2.0 template. Going into a shoot with a clear brand identity kit is essential for creating consistent, aligned visuals that elevate your brand.
