Let us deep dive into what really went behind Pretty Women Era, our newest campaign to make it a success.
We’re a small, close-knit team, and while it might seem as a limitation, for us, it’s our strength. Being small means we notice the details, we reflect deeply before making changes, and we work with intention. When we began planning Pretty Women Era, we knew the designs and the emotional direction, but the real challenge was how to communicate that feeling. That’s where the entire campaign took shape.
We wanted this collection to reconnect with the feminine side that often gets lost in the rush of everyday life. Every outfit should feel like a reminder of softness, self-assurance, and quiet celebration rooted in nostalgia and everyday beauty.
This campaign was divided into three separate shoots to capture product details, showcase lifestyle and capture matching accessories in a clean way.
We started with the accessory shoot. The bandanas and scrunchies, which you’ve been loving already, were the highlights here. We have a definite way of using props when we conduct accessory shoots and that creates cohesiveness amongst all our previous shoots. You’ll notice that the palette in these images remains muted, with shades of beige, green, and brown, allowing the hand block prints to stand out.
The second shoot, which was a lifestyle shoot, it was perhaps the most interesting part of the campaign. These shoots are always love; nature is our constant muse, but this time, we wanted to show homely spaces. Since PWE is a fall drop and is inspired from old western countryside silhouettes, we leaned into cosy, vintage tones that felt warm and intimate but still carried freshness. Choosing the location for this shoot took several trials, rejections, and late-night discussions, but when the right space was found, we knew instantly it was the one.
Planning and executing it was a process, filled with brainstorms, a few dreaded “Are we sure about this?” moments, and plenty of laughs in between. Whatever you see on our Instagram (which, btw you have been loving so far) or website, might look effortless, but behind it is an entire world of tiny decisions, from the colour balance in each frame to where the model should sit, what elements to capture or exclude, how to portray the daily life or aspirational life through our captures and many more. With Odhanon’s vibrant prints, getting that harmony right takes both intuition and precision. Vaishali, Odhanon's co-founder, is responsible for creative direction and she really guides the whole team to make these campaigns wholesome. Our co-founder, Prithvi, on the other hand has a tight grasp on all operations and things are always smoothened out well for the creative team to execute.
There were about eight of us on set. We worked with three cameras to make sure no moment went uncaptured (we are a big fan of capturing BTS moments. They make one of the best content pieces). The photographers filmed the models, we filmed the photographers, and it turned into a continuous loop of behind-the-scenes and on-camera moments. With eight outfits to shoot, the entire day stretched across eight to nine hours of non-stop work (and a lot of fun in between).
Finally, we wrapped up with the last shoot of the campaign, which was the product shoot. As team Odhanon has recently upgraded to new office, we built a the shoot setup in our own office, using backdrops to capture clean detailed look of the outfits. The idea was simple: to cover every outfit with clear, detailed shots that highlight the fit, fabric, and craftsmanship, keeping the overall visuals neat and cohesive across the collection.
Honestly, shoot days are never as simple as they look. Every frame takes retakes, tweaks, and a lot of trial until it feels right. Long hours stretch beyond plan, but what keeps you going are the small moments, jokes, food breaks, helping each other with zips, and laughing through the chaos. And when you finally wrap, seeing the idea come alive on screen makes it all worth it.
At Odhanon, we’ve learned that building something meaningful isn’t just about the product; it's about the journey that brings it to life. The long hours, the mishaps, the adjustments, they all fade when you see the joy our pieces bring to people.
And while this era is a gentle reminder to embrace your own version of pretty, the next one hints at softness, self-care, and playful moments, just around the corner ;)
