As we get ready to launch our Spring ’17 Collection (coming soon to stores and our website!), we’re excited to share a little sneak peek of the catalog photo shoot, which took place in September 2016. From the time we start designing a collection to when it hits stores takes more than a year, and the spring 2017 fashion shoot happens before the goods even go into production in India and Nepal!

Theme of the Shoot:

This season we really wanted to capture the essence of the “classic” Mata-lovin’ girl, with unpretentious, relaxed styling set against romantic, beachy, bohemian scenery. Here is the moodboard we created to kick-start our spring 2017 fashion inspiration:

Location Scouting

In need of a dreamy, woodsy location to evoke the right mood for the catalog, we looked in our own backyard. The Montrose Point Bird Sanctuary was perfect for the outdoor portion of the shoot, and only a short drive from our office in Chicago. Not only is it a beautiful place to walk around and explore right in the city, it’s also a stone’s throw from Montrose Beach –two different backdrops in one trip!


Since we had more than 75 garments to photograph, we also shot a full day in the studio – but tried to carry over the playful, relaxed vibe of the outdoor locations.

The amazing crew:

We worked with our awesome photographer, Ashley, hair and make-up artist Caitlin, and three models: Carissa, Colleen, and Sierra (our very own Sales and Operations Assistant!).

The Styling

For hair and make-up, we kept it natural and effortless – long loose chignons, natural waves and curls, easy up-dos, and minimal make-up.

Our staff raided their closets and brought in accessories and shoes to help us style each outfit and our lovely friends at Greenheart Shop (hi, guys!) lent us some fair trade purses and totes to add the finishing touches. They say “it takes a village,” and that couldn’t be more true.

Last but absolutely not least, our Customer Service Manager, Emily, brought in her too-cool vintage blue bike. How cute is this thing?

Our Spring ’17 Collection launches online mid-March – stay tuned!