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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Intricate details from the London Studio this afternoon – honeysuckle pink crystal and sequin appliqué feather hemline XJP
#jennypackham #jennypackhamaw19 #parisfashionweek #pfw #aw19
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@JENNYPACKHAM
Intricate details from the London Studio this afternoon – honeysuckle pink crystal and sequin appliqué feather hemline XJP #jennypackham #jennypackhamaw19 #parisfashionweek #pfw #aw19
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A sneak peek of the AW19 Collection being worked on in our London Atelier. I am delighted to announce that the collection will launch digitally next week over Paris Fashion Week with a curated edit of campaign imagery and a film. I look forward to sharing it with you all XJP 
#jennypackham #parisfashionweek #jennypackhamaw19 #pfw #aw19
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@JENNYPACKHAM
A sneak peek of the AW19 Collection being worked on in our London Atelier. I am delighted to announce that the collection will launch digitally next week over Paris Fashion Week with a curated edit of campaign imagery and a film. I look forward to sharing it with you all XJP #jennypackham #parisfashionweek #jennypackhamaw19 #pfw #aw19
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Congratulations Halley our #jennypackhambride of the week who looks beautiful in the Fern gown from @ultimatebridechicago Photographs by @carlylovesamos #jennypackham #thewhitecarpet #brideoftheweek #fern
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@JENNYPACKHAM
Congratulations Halley our #jennypackhambride of the week who looks beautiful in the Fern gown from @ultimatebridechicago Photographs by @carlylovesamos #jennypackham #thewhitecarpet #brideoftheweek #fern
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So sad to hear about King Karl- ☹️x JP #karllagerfeld
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So sad to hear about King Karl- ☹️x JP #karllagerfeld
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Congratulations to @adelemildred on the launch of your fabulous new hat collection! XJP #adelemildred
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@JENNYPACKHAM
Congratulations to @adelemildred on the launch of your fabulous new hat collection! XJP #adelemildred
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Anya Taylor Joy #dressedinjenny in @1883magazine. Shop the Samar gown at our Paris Apartment by appointment only now. Email paris@jennypackham.com to schedule your appointment #jennypackham #anyataylorjoy #jennypackhamparis
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Anya Taylor Joy #dressedinjenny in @1883magazine. Shop the Samar gown at our Paris Apartment by appointment only now. Email paris@jennypackham.com to schedule your appointment #jennypackham #anyataylorjoy #jennypackhamparis
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‘Exhibited at London's Victoria & Albert Museum Ballgowns exhibition, I am delighted to re-introduce Rapunzel into the collection, available exclusively at our Mayfair Flagship. Rapunzel’s embellished bodice and ivory silk chiffon train feature over five thousand hand sewn Swarovski crystals - the embodiment of modern ethereal bridal glamour.’ Jenny Packham.

For further information on this style and to book your appointment at the Jenny Packham Bridal Boutique please contact: bride@jennypackham.com

#jennypackham #jennypackhambride #dressofthemonth #rapunzel
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‘Exhibited at London's Victoria & Albert Museum Ballgowns exhibition, I am delighted to re-introduce Rapunzel into the collection, available exclusively at our Mayfair Flagship. Rapunzel’s embellished bodice and ivory silk chiffon train feature over five thousand hand sewn Swarovski crystals - the embodiment of modern ethereal bridal glamour.’ Jenny Packham. For further information on this style and to book your appointment at the Jenny Packham Bridal Boutique please contact: bride@jennypackham.com #jennypackham #jennypackhambride #dressofthemonth #rapunzel
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Happy Valentine's Day and congratulations to all of the Valentine's engagements! XJP Follow @jennypackhambridal to explore our our world of bridal #jennypackham #jennypackhambride
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Happy Valentine's Day and congratulations to all of the Valentine's engagements! XJP Follow @jennypackhambridal to explore our our world of bridal #jennypackham #jennypackhambride
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A beautiful shot of the Veronica gown in the March issue of Country & Town House Magazine #jennypackham #countryandtownhouse #veronica
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A beautiful shot of the Veronica gown in the March issue of Country & Town House Magazine #jennypackham #countryandtownhouse #veronica
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Congratulations to Harriet our #jennypackhambride of the week who looks beautiful in the Poppy gown from @frances_day_bridal #jennypackham #brideoftheweek #thewhitecarpet #poppy
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Congratulations to Harriet our #jennypackhambride of the week who looks beautiful in the Poppy gown from @frances_day_bridal #jennypackham #brideoftheweek #thewhitecarpet #poppy
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Julianne Hough wearing the crystal embellished tulle halter and silk trousers for Steve Tyler’s Grammy Awards Viewing Party. Styled by @anitapatrickson #jennypackham #dressedinjenny
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Julianne Hough wearing the crystal embellished tulle halter and silk trousers for Steve Tyler’s Grammy Awards Viewing Party. Styled by @anitapatrickson #jennypackham #dressedinjenny
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Kelsea Ballerini at the 61st Annual Grammy Awards wearing an illusion tulle crystal embellished gown from the Archive #jennypackham #dressedinjenny
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Kelsea Ballerini at the 61st Annual Grammy Awards wearing an illusion tulle crystal embellished gown from the Archive #jennypackham #dressedinjenny
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Michelle Rodriguez wearing a silk-satin champagne draped gown from the Archive for the 72nd Annual British Academy Awards. Thank you @jeffkkim  #jennypackham #dressedinjenny #eebaftas #baftas
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Michelle Rodriguez wearing a silk-satin champagne draped gown from the Archive for the 72nd Annual British Academy Awards. Thank you @jeffkkim #jennypackham #dressedinjenny #eebaftas #baftas
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Bye bye New York x JP #standardhotelnyc
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Bye bye New York x JP #standardhotelnyc
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Beautiful detail from the jewellery exhibition at the Metropolitan Museum NY - Such amazing pieces but soo frustrating I couldn’t touch them!!! X JP #metropolitanmuseumofart #newyork #jewellerythebodytransformed
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Beautiful detail from the jewellery exhibition at the Metropolitan Museum NY - Such amazing pieces but soo frustrating I couldn’t touch them!!! X JP #metropolitanmuseumofart #newyork #jewellerythebodytransformed
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Studio shot of our new collection ready for Fashion Week! X JP #fashionweek #crystals #showstoppers
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Studio shot of our new collection ready for Fashion Week! X JP #fashionweek #crystals #showstoppers
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Regina King wearing the Elara gown on @thegrahamnortonshow Thank you @waymanandmicah #jennypackham #reginaking #dressedinjenny
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Regina King wearing the Elara gown on @thegrahamnortonshow Thank you @waymanandmicah #jennypackham #reginaking #dressedinjenny
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Yalitza Aparicio wearing the Myrna gown in The LA Times. 
Thank you @sophielopez #jennypackham #dressedinjenny #yalitzaaparicio
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Yalitza Aparicio wearing the Myrna gown in The LA Times. Thank you @sophielopez #jennypackham #dressedinjenny #yalitzaaparicio
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Rebecca Ferguson wearing the Bay top and Estella trousers for her appearance on The One Show styled by @elizabethsaltzman @teamsaltzman #jennypackham #dressedinjenny #rebeccaferguson
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Rebecca Ferguson wearing the Bay top and Estella trousers for her appearance on The One Show styled by @elizabethsaltzman @teamsaltzman #jennypackham #dressedinjenny #rebeccaferguson
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A look inside our newly launched Paris Apartment. 
Located in the 8th arrondissement, our apartment is by appointment only, offering an exclusive selection of evening wear and bridal collections. 
For further information and to book your appointment please contact paris@jennypackham.com #jennypackham #jennypackhamparis #paris
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@JENNYPACKHAM
A look inside our newly launched Paris Apartment. Located in the 8th arrondissement, our apartment is by appointment only, offering an exclusive selection of evening wear and bridal collections. For further information and to book your appointment please contact paris@jennypackham.com #jennypackham #jennypackhamparis #paris
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