On the Blog:
SPRING 19 INSPO
MARCH 18, 2019
Behind The Scenes With Rita Liefhebber
With Spring equinox just days away, we can expect the transformative change with nature and within ourselves. Longer days of light are ahead, the passage in temperature is just around the corner. New growth, new life and the desire to move forward. With all of this surrounding us, it’s impossible not to feel inspired.
As Creative Director, Jenny conceptualizes the vision, feel and overall creative direction of each campaign. Her vision comes to life with the help of long-time collaborator and Fashion Director, Rita Liefhebber who works closely with Jenny to translate that direction into the look of the campaign. Together they have collaborated on many a JB shoot, including our most recent campaigns - FW18, Love Collection and Spring19. Additionally, while shooting, both Jenny, Rita and Crista Cober - the face of our Love and Spring Collections - were all expecting, only a few months apart.
Behind The Scenes with Rita Liefhebber
With Spring equinox just days away, we can expect the transformative change with nature and within ourselves. Longer days of light are ahead, the passage in temperature is just around the corner. New growth, new life and the desire to move forward. With all of this surrounding us, it’s impossible not to feel inspired.
As Creative Director, Jenny conceptualizes the vision, feel and overall creative direction of each campaign. Her vision comes to life with the help of long-time collaborator and Fashion Director, Rita Liefhebber who works closely with Jenny to translate that direction into the look of the campaign. Together they have collaborated on many a JB shoot, including our most recent campaigns - FW18, Love Collection and Spring19. Additionally, while shooting, both Jenny, Rita and Crista Cober - the face of our Love and Spring Collections - were all expecting, only a few months apart.
In this blog, we wanted to cast light on what goes on behind-the-scenes of these campaigns and speak to the genius of bringing your favourite collections to life.
In this blog, we wanted to cast light on what goes on behind-the-scenes of these campaigns and speak to the genius of bringing your favourite collections to life.
“The overarching feeling of JENNY BIRD is very clean, minimal and sophisticated. We always try to achieve that feeling with elegant posing, by capturing unfiltered moments. After a long gray winter, I wanted the spring campaign to feel warm. We wanted the light to feel like that perfect magic hour that happens just before sunset,” Rita states.
THE IDEATION PROCESS IS CONSTANT FOR ME. I COLLECT INSPIRATIONAL IMAGES THROUGH THE SEASON AND KEEP THEM SAFE IN A FILE.
Any ideation process can awaken and ignite certain feelings and memories. There is no right or wrong when going about this process. Jenny and Rita always find best results when this is done intuitively, listening and leaning in to that. “The ideation process is constant for me. I collect inspirational images through the season and keep them safe in a file. I’m particularly drawn to natural tones, textures of animals, interiors. I love creams and camel tones I find such beauty in tonal dressing…”
The JENNY BIRD Spring 2019 Collection serves as that transitional accent. Essential pieces with pronounced length, ultra lightweight chains, delicate yet bold. “Both Jenny and I came together with very similar ideas on how we wanted this campaign to look. There must have been something in the air”
SHOP THE SPRING 2019 COLLECTION
“The overarching feeling of JENNY BIRD is very clean, minimal and sophisticated. We always try to achieve that feeling with elegant posing, by capturing unfiltered moments. After a long grey winter, both Jenny and I wanted the spring campaign to feel warm. We wanted the light to feel like that perfect magic hour that happens just before sunset.” Rita states.
Any ideation process can awaken and ignite certain feelings and memories. There is no right or wrong when going about this process. Jenny and Rita always find best results when this is done intuitively, listening and leaning in to that. “The ideation process is constant for me. I collect inspirational images through the season and keep them safe in a file. I’m particularly drawn to natural tones, textures of animals, interiors. I love creams and camel tones I find such beauty in tonal dressing…”
The ideation process is constant for me.
I collect inspirational images through the season and keep them safe in a file.
The JENNY BIRD Spring 2019 Collection serves as that transitional accent. Essential pieces with pronounced length, ultra lightweight chains, delicate yet bold. “Both Jenny and I came together with very similar ideas on how we wanted this campaign to look. There must have been something in the air”
SHOP THE SPRING 2019 COLLECTION
Lannie Watt
I love Jennny Birds jewellery great quality and the best styles.