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As a Hawke’s Bay photographer working across fashion and portraiture, I recently photographed the newest collection from FLAXBLOOM — a Napier-based brand known for its relaxed linen garments and understated design language.

Shot indoors at a historic Napier homestead, the images focus on clean lines, soft forms, and emotive posture — all framed against a richly textured Oliphant hand-painted backdrop from my studio. The backdrop created a neutral yet painterly space that allowed FLAXBLOOM’s garments to take centre stage without distraction.
 

Fashion Photography with Purpose and Restraint

FLAXBLOOM brings a clear philosophy to their work: garments made from natural fibres, crafted with care, and designed to be lived in. While their focus is on sustainable fashion, my aim as a fashion photographer was to translate that ethos visually — without becoming overly literal.

I chose lighting and tones that supported the softness and structure of the pieces, keeping the overall feel minimal but intentional. The Oliphant backdrop added a touch of timeless texture, grounding the series in a classic editorial look without overpowering the subject.

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Hawke’s Bay Fashion Photography That Works With Your Brand

Whether you’re based in Napier, Hastings, or beyond, working with a Hawke’s Bay photographer gives your brand access to a creative process that’s tailored, collaborative, and location-aware. In this case, while the shoot took place inside a Napier homestead, the focus remained purely on the subject and garments — no distracting elements, no elaborate set.

If your brand leans towards simplicity, emotion, or fine details, this type of pared-back fashion photography may be exactly what you need.

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Working with FLAXBLOOM was a pleasure — not just because of the aesthetic of the garments, but because of the clarity in their vision. It’s always rewarding to photograph pieces that have been designed with care and purpose.

If you’re a fashion label looking to create editorial content with impact, I’d love to help bring that to life.

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Looking for a fashion photographer in Hawke’s Bay? Get in touch to discuss a shoot that aligns with your brand’s tone and values.