MOOD / STORY FOR THE SHOOT

The overall story and mood for the fashion shoot is to create scenes that look natural, relatable, and warm. Due to the sensitive nature of the topic, and the worrying statistics of women facing abortion alone, the photos will aim to create reassurance and comfort while encouraging women to reach out to friends and family. This will be achieved by the shoot featuring women in their ‘safe spaces’, such as their bedrooms, kitchens and living rooms, talking, hugging, and reassuring one another. The campaign will aim to show that a ‘safe space’ is communicating and talking with peers and problems in the world.

The campaign will be shot on film to create a more realistic style as the aim is for the shoot to look like friends have taken the photos. This will be done purposely to create a relatable feel and sense of comfort to Miu Miu’s target audience. Film and disposable cameras have become a popular trend with Gen Z as they have a sense of nostalgia and uniqueness. They have also become popular with influencers, with people like Sydney Carlson and David Dobrik creating Instagram account’s just for their film photos. The overall aim for the campaign is to create a sense of relatability and comfort, which will be achieved by the shoot not feeling overproduced.