Dan Jones 2018 Bridal Campaign Behind The Scenes

An exclusive look at the creative collaboration behind the latest campaign

Architectural lines, muted tones and ethereal light was the brief to find the dream space to shoot the Dan Jones 2018 Bridal Collection. A campaign collaboration between The LANE and one of our favorite Aussie designers, renowned for his masterful cuts, clean lines and luxurious fabrics. So when we stumbled across this gem perched on the cliff of Sydney’s Coogee Beach, we knew we’d found the perfect space – a blank canvas of concrete pillars, dramatic high ceilings and architectural walls painted with light and shade.

What we loved so much about this campaign brief, and location, is the way two completely different aesthetics can be blended. The magic that juxtaposition creates. Dreamy ethereal light softening clean, minimalistic lines. Sheer, delicate fabrics and liquid-like silks contrasted with bold, contemporary backdrops.

It was a collection that danced between modern and ethereal so beautifully, and a creative project we were so proud to work on with Dan (one of the most hand-on designers we’ve met, who makes it his priority to personally take care of every meticulous detail for his brides and stockists, jetting around the globe most of the year!) and his right hand man Kevin, a visionary Creative Director (and the talented photographer behind these BTS pics!) with an incredible eye for detail – a man we know has exciting plans for the Dan Jones brand in future. Watch this space!

See the full campaign on The LANE here.


Photography / Kevin Thor Hurley

Model / Holly Magson @ Chadwicks

Hair / Ali Holmes

Makeup / Chloe Langford



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