Tomo Wear: Tribing – A fashion photoshoot

TOMO wear, a local fashion brand, producing high quality stretchable legging, wants something special in their launching campaign.

TOMO products are made of recyclabe material, and produced in small batches by local tailors. Not only that, the texture they imprinted into the legging are images of old walls around the city, where the paint faded and peeled, advertising phone number painted in, and little mosses here and there. All of that make their products distints from others.

When launching campaign came, TOMO wanted something different. They want to use this fashion photoshoot to create a leading campaign, and sending the idea about their products to new customers.

TOMO comes to us with an idea: Tribe.

Yes, it does not simply photograph the products, it’s about sending idea about it.

TOMO wearers are people in the tribe, people who share the love and support each other, be honest and happy together.

Calme was lucky to photograph this project. Although photography happens in studio, we want to create natural feeling of natural light. The studio is big, so we have to put up quite a lot of lights. The big, soft light really does well in this project.

And the secret sauce to success: All lovely lady and girls, mothers and daughters, and friends. They are friends and all share the happiness during the shoot. Without them, nothing could happens as intended. All laughters and smiles, we truly appriciate.

Working with client who has a defining idea is always challenging but a joy to us. Techical aspect is not a concern to us, it’s client idea that matters. And TOMO brings us a refesh idea we’re so in love. Thank you TOMO, thank you TOMO ladies and girls.