a word from… Juma – 07-09

Sponsors who joined Final Fashion in May, June and July have the option of submitting one guest post per month.  This post is a word from… Juma.

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JUMA had their 2009 Fall/Winter womens shoot a few months back. The shoot took place at the studio and comprised of developing shots for our lookbook as well as campaign. We found some great models including Shiya from Sutherland Models and Kyla from Elmer Olsen. Of course, we had Justin Borbely shoot the campaign, Sandra Yang do make up and Alia and myself styled the shoot. Fashion TV also came by to shoot a bit of the behind the scenes and get some insight into our new collection.

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The line is an evolution from last season. We really wanted to develop a collection that was extremly wearable yet incorporated understated design details. The feel was very transitional, sporty and eclectic… Below [the fold] are some shots of the shoot as well as the final campaign shots. The rest of the shots will be available on www.juma.ca.

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