With 2020 behind us, we were ready to embark on our first international photoshoot in far too long – 15 months to be exact. Everything was looking great, blue skies ahead. But if there is anything we’ve learned in the past year, it is that “anything that can go wrong, will go wrong.” So we prepared for just that….
Cut to early April 2021. After a year of uncertainty and travel lockdowns due to the COVID-19 pandemic, the world seemed to be edging back toward normality. Millions of vaccines were available, travel restrictions were easing, and the inPhorm team was preparing for our first international photoshoot to launch the new Classics Collection.
The collection was to be shot in Egypt at the end of April -- with the stunning Pyramid of Giza as a timeless backdrop to complement a classic line of tennis, golf and athleisure wear. Obtaining permission from the Egyptian government for a commercial shoot is no easy task, let alone during a global pandemic. But the hardworking inPhorm team made it happen: visas were approved, proper COVID health and safety measures were applied, rights to shoot at the pyramids had been granted, and the models were set to go to hair and makeup.
Just as the team breathed a collective sigh of relief, having successfully navigated all the logistics … we got the call. Our factory in Thailand was having delays due to COVID and the samples the models were to wear for the shoot would be late.
If 2020 taught us anything, it’s that circumstances can change in a moment. Pushing a photoshoot is not uncommon in the fashion industry. But pushing a shoot during a global pandemic was uncharted territory.
By the time the model’s outfits arrived, the Egyptian government informed us that we could no longer shoot at the pyramids due to rising outbreaks. We had the clothes, the crew, and the models in one place, but no location.
The inPhorm team was undeterred and determined to make the impossible happen. Thanks to the quick work of our onsite crew, we secured a new photoshoot location in the South Sinai Desert.
The resilience, adaptability and passion of the inPhorm team made the launch of the Fall 2021 Classic Collection a reality. Enjoy a sneak peek, straight from the desert sands.