The Story behind the 2018 Bridal Campaign Shoot
The Story behind the 2018 Bridal Campaign Shoot

"Riad de Tarabel is captivating. It was a beautiful and difficult decision to turn away from the cliché Moroccan palette and create such monotone elegance; warm grey paint frames the doorways and washes the balustrades, fine decorative wrought iron sweeps around the balconies. The floors are an eclectic mix of pale decorative tiles and the furniture and lighting appear stolen from a grand Parisian salon.  Small stuffed parrots that have seen better days add a touch of quirkiness and their noble silence accentuates the shocking noiselessness of this haven.


Unfortunately, I am not here to unwind (I can feel it happening) as the riad is to become the backdrop of our Bridal Collection campaign shoot. The team gradually arrive from New York, Amsterdam, Copenhagen and London. Chosen for their special talent and flown in from all corners of the world I imagine we are the fashion equivalent of a Marvel Comic gathering. I am not disappointed.


We spend a day discussing shots around the Riad, planning the right dress for each location and with a local guide enter the souk to arrange some atmospheric reportage type shots. A small band of boys have been recruited to turn up tomorrow for the shoot dressed in their white djellaba to play page boy to our happily groomless bride. 


In the evening we dine at Branson’s El Fenn. After a delicious tagine supper on the roof and a quick tour of the uncompromising modern art that cuts a sharp contrast to the sprawling riad’s historical nooks we pick up some styles from the hotel boutique where local talent meets contemporary chic. The shop was “closed..but ..open.. maybe not ..come back tomorrow but now is ok” said the hostess. This is a common Moroccan muddlement and it is best not to take no for an answer as you navigate the city or you may miss out.


My purchase is a fabulous printed shirt dress in vintage fabric and I enjoy the ‘out of souk’ experience of not having to pretend I don’t want it and walk away to finish up the usual bartering encounter and with joy pay the ticketed price. 


We start early the next morning with yoga on the roof terrace feeling the warmth of the sun as it begins to rise over the terracotta coloured roofs.


It’s a gorgeous day and as the morning call to prayer begins the camera starts clicking. 12 hours later we all jump in the hotel pool and call it a wrap. It was 46 degrees as we followed photographer and film crew through a tour of the riad hotspots into the wilds of the souk as they played voyeur to our model, who began her day in a roll top bath over flowing with tulle and as the sun set was last seen riding side saddle on a moped that definitely didn’t have an MOT. A sweaty, tiring, unforgettably wonderful day.


Sitting on the plane I know I have a beautiful campaign to launch our collection and tonight somewhere in  North London I will scatter stolen rosebuds from the riad’s bathroom into my tub and imagine I am back where I started just a few days ago."


Jenny Packham

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Discover the 2019 Bridal Collection at our London Flagship now. 
Brides purchasing their gown in December will automatically be entered into a competition to win exclusive gifts for themselves and their bridal party with the winners announced on Christmas Eve. 
Email bride@jennypackham.com to book your appointment now #jennypackhambride
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@JENNYPACKHAM
Discover the 2019 Bridal Collection at our London Flagship now. Brides purchasing their gown in December will automatically be entered into a competition to win exclusive gifts for themselves and their bridal party with the winners announced on Christmas Eve. Email bride@jennypackham.com to book your appointment now #jennypackhambride
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Byron and the pack on a weekend break from London x JP #sproker #happy #christmas
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@JENNYPACKHAM
Byron and the pack on a weekend break from London x JP #sproker #happy #christmas
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We’re delighted to announce the launch of the Jenny Packham Apartment in Paris. 
Located in the 8th arrondissement, our apartment will be by appointment only. Offering an exclusive selection of evening wear and bridal collections, our first private atelier will offer a unique brand experience and will open in January. 
For further information and to book your appointment please contact paris@jennypackham.com  #jennypackham #jennypackhambride #jennypackhamparis
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@JENNYPACKHAM
We’re delighted to announce the launch of the Jenny Packham Apartment in Paris. Located in the 8th arrondissement, our apartment will be by appointment only. Offering an exclusive selection of evening wear and bridal collections, our first private atelier will offer a unique brand experience and will open in January. For further information and to book your appointment please contact paris@jennypackham.com  #jennypackham #jennypackhambride #jennypackhamparis
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A beautiful shot of the Altair gown featured in @wonderland For further information on this style please contact enquiries@jennypackham.com #jennypackham #wonderland
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@JENNYPACKHAM
A beautiful shot of the Altair gown featured in @wonderland For further information on this style please contact enquiries@jennypackham.com #jennypackham #wonderland
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The Aster gown featured in the November/December Issue of @bridesmagazine Aster is exclusive to @netaporter and available online now #jennypackhambride #aster #netaporter
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@JENNYPACKHAM
The Aster gown featured in the November/December Issue of @bridesmagazine Aster is exclusive to @netaporter and available online now #jennypackhambride #aster #netaporter
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Caroline Rush wearing the Aries gown to the 2018 Fashion Awards #jennypackham #dressedinjenny
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Caroline Rush wearing the Aries gown to the 2018 Fashion Awards #jennypackham #dressedinjenny
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Guan Xiao Tong wearing the Stella gown to the Hua Biao Awards. For further information on this style please contact enquiries@jennypackham.com #jennypackham #dressedinjenny
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Guan Xiao Tong wearing the Stella gown to the Hua Biao Awards. For further information on this style please contact enquiries@jennypackham.com #jennypackham #dressedinjenny
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Congratulations to @colettecopping our #jennypackhambride of the week who looks beautiful in the Hermia gown. Photography by @storyett #jennypackham #thewhitecarpet #brideoftheweek
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Congratulations to @colettecopping our #jennypackhambride of the week who looks beautiful in the Hermia gown. Photography by @storyett #jennypackham #thewhitecarpet #brideoftheweek
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New version of our Leila gown arrives in the studio X JP #sequins #beads
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New version of our Leila gown arrives in the studio X JP #sequins #beads
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A market find I wish I’d bought! XJP #York #vintagemarket
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A market find I wish I’d bought! XJP #York #vintagemarket
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Emerald hues adorn the SS19 Pre-Collection. Available internationally now. Visit our website to locate your nearest #jennypackham stockist #ss19
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@JENNYPACKHAM
Emerald hues adorn the SS19 Pre-Collection. Available internationally now. Visit our website to locate your nearest #jennypackham stockist #ss19
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‘I think brides are becoming more fashion forward – capes and slinkier silhouettes are having a moment. This season I introduced crystal tulle capes - Meadow features crystal star constellations and can be teamed with a silk slip or the embellished Moonflower gown, as pictured here, for added glamour!’ Jenny Packham. 
For further information on this style please contact: enquiries@jennypackham.com #jennypackhambride
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@JENNYPACKHAM
‘I think brides are becoming more fashion forward – capes and slinkier silhouettes are having a moment. This season I introduced crystal tulle capes - Meadow features crystal star constellations and can be teamed with a silk slip or the embellished Moonflower gown, as pictured here, for added glamour!’ Jenny Packham. For further information on this style please contact: enquiries@jennypackham.com #jennypackhambride
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I am delighted to have designed a bridal collection, exclusive to @NETAPORTER available online now. 
Featuring two bridal gowns: Aster and Sophia as well as Penelope and Selina, a sequin embellished wrap top with matching palazzo trousers – the collection is perfect for our modern, fashion forward bride. XJP #jennypackham #jennypackhambride #netaporter
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@JENNYPACKHAM
I am delighted to have designed a bridal collection, exclusive to @NETAPORTER available online now. Featuring two bridal gowns: Aster and Sophia as well as Penelope and Selina, a sequin embellished wrap top with matching palazzo trousers – the collection is perfect for our modern, fashion forward bride. XJP #jennypackham #jennypackhambride #netaporter
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Details of the Constance gown from the SS19 Pre-Collection featuring delicately embellished blouson sleeves. For further information on this style please contact enquiries@jennypackham.com #jennypackham #constance
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@JENNYPACKHAM
Details of the Constance gown from the SS19 Pre-Collection featuring delicately embellished blouson sleeves. For further information on this style please contact enquiries@jennypackham.com #jennypackham #constance
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Congratulations to Zoe our #jennypackhambride of the week who looks beautiful in the Serenity gown and Magia skirt from @frances_day_bridal #jennypackham #thewhitecarpet #brideoftheweek
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@JENNYPACKHAM
Congratulations to Zoe our #jennypackhambride of the week who looks beautiful in the Serenity gown and Magia skirt from @frances_day_bridal #jennypackham #thewhitecarpet #brideoftheweek
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Oh David Downton! How do you do that? One of my favourite DD for JP  #daviddownton #illustration
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Oh David Downton! How do you do that? One of my favourite DD for JP #daviddownton #illustration
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Swarovski crystals gleaming. Just selecting for a special project we are working on X JP #swarovski #ditavonteese
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Swarovski crystals gleaming. Just selecting for a special project we are working on X JP #swarovski #ditavonteese
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A beautiful shot of our gold sequin embellished gown in the @jomalonelondon Christmas campaign #jennypackham #jomalonelondon
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@JENNYPACKHAM
A beautiful shot of our gold sequin embellished gown in the @jomalonelondon Christmas campaign #jennypackham #jomalonelondon
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Emily Mortimer wearing the Merle gown from the SS19 Collection for the world premiere of ‘Mary Poppins Returns’ #jennypackham #emilymortimer #dressedinjenny
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Emily Mortimer wearing the Merle gown from the SS19 Collection for the world premiere of ‘Mary Poppins Returns’ #jennypackham #emilymortimer #dressedinjenny
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#flashbackfriday to our dinner with @ditavonteese wearing her bespoke gown amongst the roses XJP #jennypackham #jennyandditadodinner
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#flashbackfriday to our dinner with @ditavonteese wearing her bespoke gown amongst the roses XJP #jennypackham #jennyandditadodinner
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