Local fashion brand Grace & Dotty is redefining style with an empowering approach to its latest campaign. Departing from traditional fashion norms, the brand’s Autumn/Winter 24/25 photoshoot shines a spotlight on everyday women, not professional models, as the faces of its collection.
Held on 28 November 2024, at the scenic Southwell Racecourse, the #HereComeTheGirls campaign featured five loyal Grace & Dotty customers who stepped into the spotlight to showcase the brand’s country-chic designs. The result? A refreshing celebration of authenticity, personality, and the real lives of women who embody the Grace & Dotty ethos.
The concept behind #HereComeTheGirls was simple yet revolutionary: to celebrate the real women who live, breathe and love the brand. Grace & Dotty believes that fashion should reflect the people who embrace it, and by featuring its customers in this campaign, the brand is fostering a relatable and inspiring connection with its audience.
“Using real women creates a real connection between the brand and our audience and allows others to see themselves in our clothes and think, ‘That could be me,’” said Karen Ellis, owner of Grace & Dotty. “We wanted to break away from the polished, unattainable imagery of traditional fashion shoots and focus on authenticity. These women were a dream to work with and brought so much life and joy to the campaign. Between them they proved just how beautiful authenticity can be.”
The photoshoot was a blend of camaraderie and creativity. Despite the crisp November weather, the energy was warm and spirited. The five participants modelled Grace & Dotty’s signature tweed wool ponchos and stylish fedora hats, all against the natural beauty of Southwell Racecourse. Renowned Horse Racing photographer Nigel Kirby was tasked with capturing the magic of the day. His brief was to highlight the women’s natural beauty with minimal retouching – ensuring the images remained authentic and relatable and the essence of these women shone through. Each pose and candid moment perfectly reflects the unique personalities of the participants.
The photoshoot’s visuals will debut across Grace & Dotty’s social media platforms, including Facebook, Instagram, and TikTok, during the week of 2 December 2024. “This campaign highlights not just our collection but the real women who bring it to life,” Ellis shared. “We’re proud to share their stories and hope it inspires others to embrace their own unique style.”
Based in Whatton, near Bottesford, , Grace & Dotty is a local fashion brand specialising in timeless, country-inspired clothing.
With a focus on quality craftsmanship and relatable designs, the brand continues to redefine fashion by celebrating the individuality of its customers.
To find out more about Grace & Dotty and its Autumn/Winter 24/25 collection, please visit www.graceanddotty.com.
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