MUJI's Hemp & Linen collection needed imagery that communicated how the fabric actually feels — breathable, lived-in, unhurried . The concept we landed on was warm tones, soft natural light, natural texture throughout. Somewhere between the South of France, coastal Spain, and Southern California. Not obviously anywhere. Just summer and texture that breathes.
MUJI is headquartered in New York, so the full collection shipped to me in Southern California ahead of the shoot. I pitched five properties and made the case for a Carlsbad estate — marble and natural light in the kitchen, warm texture and a fireplace inside, olive trees and a pool out back, aged archways, a herb garden that became a hero shot. Six distinct environments on one property, in one day.
Full-service production, photography, and creative direction for MUJI's Hemp & Linen collection,
shot on location at a Carlsbad estate.
MUJI SS26 — Hemp & Linen Lookbook
Production Scope:
Full-Service Apparel Campaign Production
Creative direction · Concept development · Location scouting · Model casting · Wardrobe and prop styling · Hair and makeup direction · On-set production · Lookbook and product photography · Post-production and delivery
Six environments across one property — archways in morning light, interiors at midday,
pool and garden in late-afternoon open shade.
Luggage added to scope after booking: three sizes in multiple colorways, mapped to locations by light direction and shot within the existing day.
LICENSING:
Print across US and Canada retail — posters, boards, displays, lookbook, and in-store signage.
Website + social.
Planning a seasonal lookbook or apparel campaign —
on location or on the road?
send an inquiry here
Client: MUJI
Photography & Creative Direction: Chelsea Loren
Production & Casting: Chelsea Loren LLC
Styling: Jenny Lynn Deck & MUJI
Hair & Makeup: Makeup by Marla
Production Assistant: Tatiana Urbina
Location: Carlsbad, California