A couple of weeks ago we invited Superdry fan Katie Morgason to join us at Superdry HQ for the day to see what it’s like to work behind the scenes of a global fashion brand. Katie shared some of her amazing photos with us from a recent photoshoot and when we invited her to join us at our head office in Cheltenham, she jumped at the chance!

Here’s what she had to say about her day at SDHQ-

“I absolutely loved my day at Superdry! I got to meet so many fun people and see some really cool things behind the scenes! It was so interesting to see how such a massive brand that i’ve admired for so long operates. Seeing all the creative operations and all the processes for the brand was awesome.

“One of my favourite parts of the day was being in the studio and seeing how the photos are taken and processed. I couldn’t believe how many photos were taken for one product. Walking on the new Superdry catwalk was fun too! Watching the photo shoot and interview with Jacob Banks was pretty awesome and i can’t forget the amazing showroom with the beautiful items from the SS14 collection! (i can’t wait to get my hands on that!) While i was at SDHQ i got to shoot for superdry.com and that was such a great experience! It was scary because i wanted to make sure i was getting it right but once i took a couple of photos the scariness wore off and i really enjoyed it! It was an amazing feeling to know that i was talking a photo that would be published on their website! Ania, the model, was awesome so she made it really easy and all the staff around were really encouraging.”

Talking about Superdry’s social media profiles and what tempted her to post on our Facebook wall, Katie told us

“I really like Superdry’s social media profiles because they have a great mix of text and product! I decided to upload my photo onto the Facebook wall as a bit of a long shot. Years ago my fiance and i took a picture with us wearing our leather Superdry boots at Christmas and got some really positive feedback from it. For the photo i posted, i really loved it and thought it really suited the brand. Turns out you guys liked it too!”

As a fashion student, the opportunity for Katie to work with Superdry’s photographers and creatives – to be on the inside looking out – was a big pull:

“I learned a lot from my visit to Superdry. It was really good to see how my the theory of my fashion photography course translated into a ‘real life’ situation. I think the most vital thing i learned while i was there is that working with a really good creative team can make a world of difference. You could tell by all the people involved in the process from producing images, clothing and to social media that the brand produces strong, interesting, dynamic work. My visit to Superdry has really helped my understanding of how a global brand is run.”

We’re glad you had a great day with us Katie. Keep in touch!

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Image by Sam

Back in March we sent some aspiring photography students from The Gloucestershire University take a trip to Shanghai, China. They were paired up with students studying a parallel course at The Suzhou Art, Design and Technology Institute. They worked along the given brief which was, ‘Create iconic shots which fuse East and West, Shanghai and Superdry’. The teams were given only three days to plan, shoot and edit their images with the final work exhibited at the infamous Source gallery in Shanghai.

One of the lucky UK students, Johnathan Smithies tells us what he took away from the trip.

“Before I went I wasn’t sure what to expect, but my hopes were high. I was already blown away even after a couple of days! It has benefit me in so many ways. Being in such a diverse and vibrant city I was very inspired for the brief by my surroundings. It was an incredible cultural experience! The most challenging part was working with the students from Suzhou as I didn’t speak any Mandarin, and my partner no English! Despite this with pictures, sign-language and hard work, we achieved an outcome we were both happy with.

This trip has benefitted me in so many ways. Firstly, I have learnt to dream big and aim high! I also had such a confidence boost with encouragements from professionals in the creative industries. Raymond Chin, JWT Creative Director, told me there was nothing he would change about my Superdry photograph which is so encouraging! Thank you Superdry for such an incredible and professional creative experience!”

Here are some of the final images including Jonathan’s! Further posts and behind the scenes images from the trip coming soon…!

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Our wonderful model Flo, worked the intricate patterns of our AW09 thrift range to compliment the amazing designs of the Kew Bridge Steam museum workshop in Brentford, London. We have some extra images from the shoot for you and snaps of the spectacular museum we chose as our location. You can get the look by shopping online and in-store for the outfits Flo is wearing.

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We are excited to be sponsoring 25 Photography-Editorial & Advertising students from the University of Gloucestershire to fly out to Shanghai where they will work on a photography brief to help spread brand awareness in China.

It has been named ‘Project Shanghai’ and the Gloucestershire students are partnered with 25 students from a parallel course at the Suzhou Art, design and Technology Institute. The brief will be set next Monday 29th March and completed across 3 days, with the final shots exhibited at ‘source’ –(a leading Shanghai gallery) on Thursday 1st April. The show will run for one week.

A ‘pop up’ exhibition is also planned for the UK when students return. Further updates of their progress in Shanghai will be coming soon, keep an eye out!

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Back in 2008 we did a photoshoot for AW09 at a derelict, disused turbine station from world war 2 near Milton Keynes. It would be a waste not to make the most of such an impressive building so we took full advantage of the original features and industrial appearance. Take a look at some behind the scenes images we have to share!

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arizona was the inspiration for photographer and Head of Creative Media Jimeee Meigh during superdry’s latest ss10 campaign shoot. moving away from conventional glammed up styles we are so use to seeing, the aim for the shoot was to achieve a mysterious yet edgy atmosphere. The location chosen was an aircraft ‘graveyard’ just outside of the Sonora desert featuring raw metal decay from World War 2 military planes. Our models worked quickly before the wings became unbearably hot to work on in the midday sun when temperatures reached a soaring 38 degrees. Here are some outtakes from the day which shows the sheer scale of the desert and the planes. Publicity images from this campaign can already be seen on both the website and in stores.

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All Superdry campaign shoots are done in-house by our very own photographer, Jimeee Meigh. Jimeee uses Nikon for all his work and as a fan of their cameras, had been featured in the Nikon Pro magazine (September 2009) who wrote a spread on how the photographer works, and on superdry’s latest campaign project. To read more about the man who works on all things visual we have a transcript of the article.

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