In Bloom: A Greenhouse Editorial for Eco Fashion Weekend
There’s something quietly magical about shooting in a greenhouse.
The filtered light. The smell of soil. The sense that everything around you is growing and being nurtured.
Greenhouse settings always take me back to childhood—watching my mum potter around the garden in spring or summer, those fleeting seasons in the UK when everything feels lighter, more hopeful and full of possibility.
It was the perfect setting for a recent shoot I worked on for Eco Fashion Weekend, an annual event which pushes the agenda for sustainability in the fashion industry. This space—lush, light-filled, and humming with life—felt like the perfect metaphor for the kind of brands and creativity this project is nurturing.
The editorial explored this year’s event theme Safe Place, Safe Space—an invitation to nurture ideas, identities, and impact with care. While brainstorming the shoot location, I fell in love with the idea of a greenhouse, which felt like the perfect metaphor. Sheltered yet open. Alive with potential. A space where growth isn’t forced but encouraged—gently, intentionally and in its own time.
To me, it mirrors what conscious fashion stands for: creating from a place of thoughtfulness, not urgency. Leading with care instead of speed. And building brands that feel like a safe space for both makers and wearers alike.
This shoot spoke to everything I’m passionate about:
→ Conscious creativity
→ Championing small brands with big stories
→ Crafting visuals that feel as intentional as the people behind them
Over the years, my experiences in media and retail have deeply shaped how I approach photography. I’m not just here to make things look beautiful—I want to make them mean something. To draw out the soul of a brand. To create images that feel as considered as the craftsmanship behind them.
Because creating pretty images is easy. But beauty that’s rooted in care, story, and slow growth? That’s what lingers and moves people.
This shoot brought together emerging designers involved in Eco Fashion Weekend, who all embody circularity, slow fashion, and a strong sense of purpose:
— August Society by Toni Chan
— Finix Wear by Leonard Cheong
— Nimbu by Kriti Gupta
— Rentadella by Ming Bridges
— Risen Collective by Rithika
— Rock Daisy by Rachel Liou
— Su By Hand by Su Pei Ho
— Sui by Mahima Gujral
A massive thank you to Fendi, founder of Little Botany for generously offering his greenhouse as our location—and to everyone who came together on such short notice to bring this concept to life!
What is Eco Fashion Weekend?
Eco Fashion Weekend is a weekend-long event focused on highlighting the urgent need for sustainability in the fashion industry, showcasing innovative solutions, and inspiring action. It's a platform for eco-conscious designers, industry leaders, and activists to connect, discuss challenges, and celebrate sustainable fashion initiatives. The event often includes fashion shows, panel discussions, workshops, and awards recognising outstanding contributions to sustainable fashion.
This year’s event is happening from 25-27 April, and includes a panel discussion at 1880, a family-friendly sewing workshop at Crane, OUE Gallery and an Alternative Fashion Presentation & Awards held at Ida’s. Get your tickets here. I’ll see you there!
SHOOT CREDITS:
Photography & direction: Susannah Jaffer
Styling & organisation: Anisa Johnny
BTS photography: Durva Simone Bose
Shoot & set assistant: Sylvia
Hair & makeup: Mary Victor
Models: Zaharah, Aliyah, Ashwinnie and Laetitia
Location: Little Botany
