Luxe Sun Clothing

Luxe Sun Clothing is an Australian UV-protective fashion brand redefining how sun-safe clothing blends with style. Designed to be both functional and fashionable, the brand offers a capsule wardrobe of neutral essentials that transition effortlessly from sunrise to sunset. Luxe Sun Clothing proves that sun protection can be stylish, ensuring everyday wearability for men, women and soon to be children.

Creative Direction & Mood

When I first spoke with Emilee, the founder of Luxe Sun Clothing, she was certain she wanted to avoid the typical beach setting that dominates sun-safe fashion imagery. Instead, she was drawn to the aesthetic of cacti and desert landscapes, and I knew we could create something distinctive that set her brand apart.

In addition to the fashion shoot, we also wanted to capture personal branding images for Emilee, showcasing her as both the designer and CEO. These images would allow her to promote herself as the face behind the brand, reinforcing the personal connection with her audience.

Location

Since we were shooting on the Gold Coast, finding a natural desert-like backdrop wasn’t feasible, so I sourced location options that would align with her vision. We settled on a stunning home with multiple indoor and outdoor spaces, offering a variety of backdrops to bring depth and richness to the final collection. The versatility of the location ensured that the imagery remained fresh and dynamic while staying true to the brand’s aesthetic.

Aesthetic & Styling

To emphasize the summer lifestyle and highlight sun safety, we incorporated carefully selected props such as wide-brimmed hats, beach towels, sunscreen, sunglasses, and tote bags. This helped reinforce the brand's messaging in a natural, aspirational way. Emilee made the decision to model the collection herself alongside her husband, creating an authentic, relatable connection with her audience.

Since this was to be Luxe Sun Clothing's only shoot for the season, no additional e-commerce shoot, I ensured we captured both editorial-style imagery and close-up detail shots. This approach allowed the website to showcase key features such as zippers, hoods, and fabric textures, helping customers appreciate the craftsmanship of each garment. For her branding images, I advised Emilee to bring along design sketches, fabric swatches, her laptop, business cards, and other elements that would visually communicate her creative process and entrepreneurial journey.

Final Collection

The final Luxe Sun Clothing gallery delivers a fresh perspective in the sun-safe fashion industry, offering a distinct and recognizable aesthetic that sets the brand apart. The mix of playful and highly stylized imagery ensures broad appeal, reaching both fashion-conscious consumers and those prioritizing functionality.

By shooting Emilee’s branding images in the same location as the campaign, we created a seamless, cohesive visual identity across her website, marketing, and social platforms. Now, her brand storytelling flows effortlessly, reinforcing Luxe Sun Clothing’s message of stylish, everyday sun protection.