A new fashion collection deserves a setting with just as much energy as the clothes themselves. For the latest looks from Dutch fashion brand Lofty Manner, The Playground became the backdrop for an extensive fashion shoot. Think statement looks, feminine silhouettes and rich colours. But behind a great fashion campaign, there is so much more than simply creating a beautiful image.
A collection needs to work across a campaign, webshop, online ads, Instagram and TikTok. That is why we sat down with Michael Vinke, CEO and founder of Lofty Manner, to talk about their latest collection, their vision on fashion and why a shoot day in 2026 is essentially one big content production.
A collection needs to work across a campaign, webshop, online ads, Instagram and TikTok. That is why we sat down with Michael Vinke, CEO and founder of Lofty Manner, to talk about their latest collection, their vision on fashion and why a shoot day in 2026 is essentially one big content production.
Fashion-forward, but always recognisable
Lofty Manner has become an established name within the Dutch fashion industry. The Amsterdam-based fashion brand is stocked by more than 250 retailers across the Netherlands and Belgium and releases no fewer than twelve limited-edition collections each year. But how do you maintain a distinctive identity in a world full of fashion brands? According to Michael, it comes down to one particular combination: being fashion-forward yet wearable. “We always want to bring something that feels new and allows you to make a statement, but it also needs to be accessible and something you genuinely want to wear.”
Prints, colour, feminine silhouettes and complete looks are all key elements of the Lofty Manneridentity. The ultimate goal? To see a piece and immediately think: that could be Lofty Manner, without needing a logo to tell you so. That recognisability is exactly what comes through in the imagery of the latest collection. Releasing twelve collections a year means Lofty Manner is constantly keeping an eye on what is happening in fashion.
But taking a trend straight from the catwalk to the shop floor? That is not the approach. “It is always a combination of creativity, data and intuition.” International trends, runways and street style provide inspiration, while the team also looks at its own sales data, bestsellers, colours, silhouettes and feedback from retailers and customers. That combination allows them to translate trends into something that genuinely feels like Lofty Manner.
Prints, colour, feminine silhouettes and complete looks are all key elements of the Lofty Manneridentity. The ultimate goal? To see a piece and immediately think: that could be Lofty Manner, without needing a logo to tell you so. That recognisability is exactly what comes through in the imagery of the latest collection. Releasing twelve collections a year means Lofty Manner is constantly keeping an eye on what is happening in fashion.
But taking a trend straight from the catwalk to the shop floor? That is not the approach. “It is always a combination of creativity, data and intuition.” International trends, runways and street style provide inspiration, while the team also looks at its own sales data, bestsellers, colours, silhouettes and feedback from retailers and customers. That combination allows them to translate trends into something that genuinely feels like Lofty Manner.
The beige era is over
According to Michael, we can expect more personality in fashion this autumn. Richer textures, statement silhouettes, tailoring, layering and bolder colours are set to play a major role. Burgundy is sticking around, but stronger shades are making a comeback too. And the all-beige quiet luxury uniform? Michael thinks it can slowly step aside. “Minimalism can be beautiful, but fashion is allowed to be fun again. You’re allowed to be seen.” We couldn’t agree more.
According to Michael, we can expect more personality in fashion this autumn. Richer textures, statement silhouettes, tailoring, layering and bolder colours are set to play a major role. Burgundy is sticking around, but stronger shades are making a comeback too. And the all-beige quiet luxury uniform? Michael thinks it can slowly step aside. “Minimalism can be beautiful, but fashion is allowed to be fun again. You’re allowed to be seen.” We couldn’t agree more.
Shooting with natural light: the power of The Playground
For a fashion shoot, you want a location that enhances the collection without competing with it. That was exactly the balance Lofty Manner was looking for when choosing a location for this production. The Playground offers a spacious and versatile foundation, with different settings, textures and plenty of natural daylight. This means you can create completely different worlds within a single studio. Michael explains: “The studio has a lot of character, but at the same time, it has a calm foundation. That allowed us to create more editorial imagery as well as images where the focus was entirely on the clothing.”
And that is exactly what a modern fashion shoot needs. When you want to create campaign images , e-commerce photography, social content and video all in one day, a versatile location is not a luxury. It is simply a must. What stood out most to the creative team during the shoot? The light. The large windows, the height of the studio and the changing natural daylight mean that the same space can feel completely different throughout the day.
According to Michael, that changing light is exactly what makes it interesting: “You can create images within the same space that still feel completely different.” For fashion photography, this means you do not need to build an entirely new set for every look. Simply changing the angle, camera position or setting can already create a completely different mood.
And that is exactly what a modern fashion shoot needs. When you want to create campaign images , e-commerce photography, social content and video all in one day, a versatile location is not a luxury. It is simply a must. What stood out most to the creative team during the shoot? The light. The large windows, the height of the studio and the changing natural daylight mean that the same space can feel completely different throughout the day.
According to Michael, that changing light is exactly what makes it interesting: “You can create images within the same space that still feel completely different.” For fashion photography, this means you do not need to build an entirely new set for every look. Simply changing the angle, camera position or setting can already create a completely different mood.
From fashion shoot to complete content production
Perhaps one of the biggest shifts in Fashion photographyis that a shoot is no longer just a photoshoot. A fashion brand needs campaign imagery, but also e-commerce photography, Reels, TikTok videos, social ads, detail shots, video and behind-the-scenes content. At Lofty Manner, they increasingly see a shoot as a complete content production. “The campaign imagery builds the world around a collection and creates emotion and recognition. But that is only the beginning. For every key product, we look at what content we need to properly tell its story and sell it across all our different channels.”.
One of Michael’s most important tips for other fashion brands is surprisingly simple: create a content plan, not just a shot list. So rather than simply thinking: “We need to photograph these twenty looks,” ask yourself: Which products are our hero pieces? Which images do we need for the campaign? What needs to go on the webshop? Which videos do we want for Instagram and TikTok? What formats do we need for advertising? A shoot day is valuable. And the last thing you want is to realise a week after your campaign that you have beautiful hero images, but no strong vertical video to launch your collection on social.
Which brings us to perhaps the biggest difference between a traditional fashion shoot and a modern content production: Social is no longer an afterthought.According to Michael, 9:16 formats, movement, hooks and opening shots are already considered during the planning stage. “A campaign image can make someone fall in love with the world of your brand. But on Instagram or TikTok, you need to capture that attention within a few seconds. That is why Lofty Manner works with a combination of polished campaign imagery and more natural content.”
Styling videos, try-ons and moving images show how a piece fits and how you might wear it in real life. Behind-the-scenes content then offers a glimpse into the world behind the collection. That mix is what makes fashion content so much stronger.
Perhaps one of the biggest shifts in Fashion photographyis that a shoot is no longer just a photoshoot. A fashion brand needs campaign imagery, but also e-commerce photography, Reels, TikTok videos, social ads, detail shots, video and behind-the-scenes content. At Lofty Manner, they increasingly see a shoot as a complete content production. “The campaign imagery builds the world around a collection and creates emotion and recognition. But that is only the beginning. For every key product, we look at what content we need to properly tell its story and sell it across all our different channels.”.
One of Michael’s most important tips for other fashion brands is surprisingly simple: create a content plan, not just a shot list. So rather than simply thinking: “We need to photograph these twenty looks,” ask yourself: Which products are our hero pieces? Which images do we need for the campaign? What needs to go on the webshop? Which videos do we want for Instagram and TikTok? What formats do we need for advertising? A shoot day is valuable. And the last thing you want is to realise a week after your campaign that you have beautiful hero images, but no strong vertical video to launch your collection on social.
Which brings us to perhaps the biggest difference between a traditional fashion shoot and a modern content production: Social is no longer an afterthought.According to Michael, 9:16 formats, movement, hooks and opening shots are already considered during the planning stage. “A campaign image can make someone fall in love with the world of your brand. But on Instagram or TikTok, you need to capture that attention within a few seconds. That is why Lofty Manner works with a combination of polished campaign imagery and more natural content.”
Styling videos, try-ons and moving images show how a piece fits and how you might wear it in real life. Behind-the-scenes content then offers a glimpse into the world behind the collection. That mix is what makes fashion content so much stronger.
How to get weeks of content from one shoot
The biggest content hack? Stop thinking that you need one campaign. Instead, think content library. Before the shoot, Lofty Manner determines its key products and looks. During the shoot, they then turn those into multiple stories. A campaign image. A Reel. A styling moment. A detail shot. A video in motion. Behind the scenes. A different way of styling the same piece. “With one strong look, you can produce so much more content than just one photo and one video.”
And according to Michael, that is where the real win lies: preparation. On the shoot day itself, you should not still be figuring out what you need. You should simply be creating.
The biggest content hack? Stop thinking that you need one campaign. Instead, think content library. Before the shoot, Lofty Manner determines its key products and looks. During the shoot, they then turn those into multiple stories. A campaign image. A Reel. A styling moment. A detail shot. A video in motion. Behind the scenes. A different way of styling the same piece. “With one strong look, you can produce so much more content than just one photo and one video.”
And according to Michael, that is where the real win lies: preparation. On the shoot day itself, you should not still be figuring out what you need. You should simply be creating.
What's next for Lofty Manner?
Of course, we could not let Michael leave without asking for a little scoop. According to him, the upcoming collections will increasingly show where Lofty Manner is heading: a stronger signature identity, distinctive details, rich materials and statement pieces you instantly want to get your hands on. And when it comes to winter and party season? Expect things to get even more extra. More colour. More texture. And definitely more dressing up.
Behind the scenes, the team is also working on the next chapter for Lofty Manner. Not just when it comes to collections, but also in the way the brand, campaigns and content are created. So if you thought Lofty Manner was done surprising us… Think again.
Behind the scenes, the team is also working on the next chapter for Lofty Manner. Not just when it comes to collections, but also in the way the brand, campaigns and content are created. So if you thought Lofty Manner was done surprising us… Think again.