Cloth, sand, shadow

Sela make one thing well — undyed and plant-dyed linen — and needed a season of images that could sit on a product page and in a campaign without looking like two different brands.

We built everything around one wall of warm plaster and the shadow a single palm frond threw across it between eleven and two. Product frames in the hard light, campaign frames as it softened, all on the same surface so the colour stays consistent through the whole set.

No studio, no strobes, no retouching beyond dust and stray threads. The fabric does what fabric does in Bali, and that is the point of the brand.