Behind the Scenes: Capturing the Minijammies Childrenswear Collection
By Syl Ojalla Studio
When the charming British children’s brand Minijammies approached us, their brief was clear yet full of potential: create imagery that reflects warmth, playfulness and the unique personality of their new collection, while staying true to the comfort-first ethos of the brand.
Setting the Scene
Location mattered. We chose a softly lit studio with minimal distractions, allowing the clothing’s textures and colours to speak for themselves. A natural‐light window and a calm, neutral backdrop gave the perfect canvas for the story we wanted to tell.
Styling & Approach
Minijammies’ signature garments are full of gentle character — soft cottons, bold prints, playful details. We worked with the stylist to ensure each look had movement and life. The models (children aged 4-8) were encouraged to be themselves — to explore, laugh, button-up, pull on slippers — so the resulting images feel genuine, not overly posed.
The Shoot in Motion
Lighting: We used soft window light with minimal fill, giving shadows that add depth but maintain a bright, airy feel.
Angles & Composition: Low camera angles (child’s eye-level) and wider frames so that children feel part of their environment. Close-ups to highlight fabrics, textiles and design details.
Mood: Fun, relaxed and real. Our goal was that when a parent sees an image, they think “That’s a little person wearing something I’d choose” not “Look at this staged fashion shoot”.
The Outcome
We delivered a gallery of 20 fully-edited hero images, along with 60 select raw frames for Minijammies’ social media and digital marketing. The main campaign images will feature in the brand’s upcoming lookbook and e-commerce site refresh. The tone? Soft, lively, confident, and entirely on-brand for Minijammies.
Why This Works For Clothing Brands
Authentic connection: Children look natural in the garments, making it easy for parents (the buyers) to visualise the product in real life.
Versatility: The images work across channels – lookbook, website, social feeds – making the investment go further.
Stand-out quality: In a crowded kidswear market, the refined minimal styling and quality of photography set the brand apart.
