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Behind the Scenes: Fit for Real Life Campaign

Tucked away down a cobbled Folkestone street, behind a yellow front door lives Bruce the dog, Kyd the boy and Sophie, interior designer, stylist and star of 52° LDN's new campaign.

What first drew us to Sophie was the authentic sense of style and practicality with which she lives every aspect of her life. Her home is warm and beautiful. It’s filled with unique, carefully sourced pieces that are meant to be used and well loved, rather than admired from afar: the perfect location for our shoot.


After a crucial morning pit-stop at local bakery Steep Street Coffee House for pastries, we set up camp in the kitchen and got to work. We were lucky enough to have bright sunlight that day and our Art Director and Photographer were careful to make the most of it.

Later, we followed Sophie out into Folkstone as she ran some errands and caught up with a friend. By the time we got back to the house in time to capture her walking Kyd home from school, several members of the 52° team were seriously considering relocating to this beautiful coastal town.


At the end of the day when the sun had gone down, the shoot ended. With the time we’d spent with Sophie still fresh in our minds, we began making decisions about which images to use in our campaign. Over glasses of bubbles, we printed photographs, stuck them on the wall and debated our favourites, while our Photographer and Director went into a huddle at the kitchen table. It was very important to us to get Sophie’s opinion as well, along with one or two pearls of wisdom on interior design…

The campaign depicts Sophie in 52° shoes as she goes about her day, everything from making coffee in the morning, working from home, meeting friends, doing the school run and taking Bruce out for a walk. She allowed us to follow her through it all, and capture moments from her day to day activities on camera. We wanted our campaign to feel as life-like and as un-constructed as possible. Sophie did all her own hair and makeup and styled the shoes with outfits from her wardrobe. Our brand is designed for real women, our shoes made to be worn all day long and it was wonderful to watch Sophie bringing 52° LDN to life.