This past season, our Creative Director, Joey Berlangieri led another amazing campaign photoshoot for our SS24 collection. And this time, he took our crew (and you) to sunny L.A.!

Get the details on the places he saw, the looks he served, and the things he did!

I did a bit of sightseeing before our photoshoot began. I like to get to my location in advance, especially when there’s a time difference because it lets me decompress and get familiar with my surroundings. It makes me feel grounded in the location I’m in.

So, I went sightseeing, went to Venice California, grabbed some pizza, and visited the Griffith Observatory.

When it comes to style, I typically gravitate towards three different aesthetics: Rocker Joey is an ode to my past in music, then there’s what I call Hype Boy Joey, and then there’s Trendy Joey.

On this day I was really going for Rocker Joey with the loose denim, muscle tee, sneakers, vintage trucker hat, and sunglasses.

On our first official day, we scouted for two different locations. Balboa Island and a beach house in Malibu.

One of the most iconic places on Balboa Island is the Original Frozen Banana stand, it’s literally just frozen bananas with any toppings you want. So, we had to do some shots there! And then we also took a ferry to the small amusement park because the vibes were just too good.

Once we got to the Malibu beach house, we took note of the shots we wanted, the lighting, and the overall vibe. We wanted a private location that was just for us, and this was perfect.

Outfit-wise, I was feeling Hype Boy Joey. I’m wearing swimsuit trunks with a pair of Call It Spring sneakers from our last Spring/Summer collection. They are similar to our current sneaker Refreshh_h.

It’s probably my favourite shoe we’ve done so far. And it’s cool because they’re his and hers, so my girlfriend has the same ones, and we rock them together sometimes.

Day 3 was all about planning and the style out. We had a suite at our hotel where we displayed all the shoes, handbags, accessories, and outfits. Our stylist had everything on display, and our models came and tried on all their outfits for a last look-over.

I then took a short drive to meet up with our Brand Specialist and producer at Joe’s Pizza. An iconic location where you can get New York pizza right in L.A. There, we mapped out every shot of the two days, how much time we had for each shot, and the lighting situation.

By noon we had wrapped up and got some rest – the next day came fast!

Day 4 the wake-up call was at 5:30 in the morning. We met up at our first location near Balboa Island. Wilma’s Patio was our base for the day. They were so kind and gave us a room to set up and fed us.

Fun fact, if you don’t have a location, you have to do everything in an RV or Winnebago (not ideal).

Prep is definitely easier when not cramped in a van. Our amazing stylist and hair and makeup team prepped everything for the arrival of our models and got to work!

We really couldn't do this without our amazing crew! We work with talented people, from hair and makeup to everything behind the camera. It's a dream team.

We spent our last day at the Malibu beach house. And the reality is, not everything will go your way on big projects like this.

One of our photo assistants was sick and had to bow out. So, we found a last-minute, local photo assistant who saved us.

We also got wiped out by a big wave. It literally took out our whole crew, cameras, and even the models! (luckily, it didn’t ruin the shoot). But we saw dolphins, so it was worth it.

Outfit-wise, I went for a chunky pair of lace-up boots, shorts (it was HOT that day), and a distressed shirt. Oh, and don’t forget the beanie. This is definitely Rocker Joey coming through.

We wrapped right after Golden Hour (the money shot), and of course, we had to end with a group photo (just look how good our team looks).

From there, we headed home to Montreal to bring you The Quiet Luxury Collection. Elevated styles, inspired by the runway, made for every day.