Category Archives: Behind the Scenes



Behind the Scenes: Spring 2012 Look Book Shoot

Posted by The E on July 29, 2011

Behind the Scenes at the HABITUAL Spring 2012 Shoot

Pick up any fashion magazine and you’re likely to find a feature that was shot at a private residence somewhere in the hills of Los Angeles. Maybe it was shot at a celebrity’s own home, or it’s an empty space looking for a bit of PR exposure, or maybe it’s one of the many LA homes designed by a famous architect like Frank Lloyd Wright or John Lautner. Between the canyon vistas, city lights, and expansive pooldecks, it’s a look that every photo editor has wanted at some point.

Our last look book shoot was inside an industrial loft.  With floor to ceiling windows, wood slats, bricks and cement floors, it lended the Fall 2011 line a definite New York vibe. For spring, we’re bringing it back to Los Angeles, and it’s our turn to try the home in the hills look. A few scouting visits turned up a beautifully maintained 1920’s Spanish style home in Pacific Palisades overlooking the ocean. The stepped gardens, trellises, stone stairways, benches, koi ponds, archways, and stucco surfaces offered exactly the greenery and texture we wanted to complement the spring line.

Lush gardens set the scene for the Spring 2012 Shoot

Angelika in hair and makeup during the Spring 2012 shoot

We got started in hair and makeup early, before jumping right into the shoot. Because we only make denim, we take a lot of time before the shoot to select tops, shoes and accessories that highlight the best features of the jeans. For example, if we’re showing a high waisted trouser, we can’t pair it with a long shirt or the photo won’t show off the height of the rise. For the most part, looks are preselected and arranged on rolling racks so they are ready to go and help the shoot move quickly.

Making adjustments during the Spring 2012 Shoot

One of the major concerns with shooting outside is lighting. You’re racing to get everything finished before the sun goes down, and styling, changing into and shooting 21 looks in one day makes for a tight schedule. Also, direct sunlight can make for really harsh lighting. Luckily a thin ocean layer rolled in towards the afternoon and created a brilliant soft light.

First priority during the look book shoot was to capture the core product shots we needed for the look book, a vital tool for sales and publicity which needs to show off the best pieces in the line. Things worked very smoothly and we finished all the shots we needed for the look book by 5:00PM, which left some time to have some fun. As our photographer Tamara joked, “we went from selling product to selling sex”. We shot edgier looks with more artistic blocking and camera settings to capture additional photography for promotional use, advertising, or even the look book itself. 

As expected, casting worked out perfectly; Angelika was fun to have on set, and knew exactly how to show the clothes. We even snuck in a couple of shots of her tattoo, a small Maltese cross on her back - the exact same shape as the HABITUAL Glory pocket. Back in the office, as we’ve started to review the shots, the raw images are so strong we are realizing we won’t need to do much editing in post at all. We can’t wait to send the final Spring 2012 look book off to the printers in a few days.

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Behind the Scenes: Video – The Making of a "Glory" Pocket

Posted by The E on July 18, 2011

You already know where the HABITUAL “Glory” pocket comes from, so we thought you might like to see how they are made. It’s a multi-step process as a series of skilled workers cut the cross out, attach it to lining, sew it onto a pocket, and finally fix it to the leg of the pair of jeans. Because every Glory pocket is hand-made, each one is unique to your pair of jeans. Along with the classic Glory pocket you see in this video, other versions of the design, such as distressed or studded Glory pockets, can require additional steps and even more hands-on craftmanship.

Have a look inside the LA factory to see how we take ordinary cloth and turn it into the Maltese cross pattern that decorates the back pocket of many HABITUAL denim designs.

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Behind the Scenes: NYLON Young Hollywood Party

Posted by The T on May 5, 2011

Emma Roberts at NYLON Young Hollywood Event

Emma Roberts

NYLON held their Young Hollywood party at Bardot last night to celebrate the most recent issue. The event was hosted by Emma Roberts (who looked very cute in lace), and attended by many of the young stars in town, including Glee’s Jenna Ushkowitz and Kevin McHale, Current Dancing with the Stars contestant Chelsea Kane, Jordin Sparks, and Shenae Grimes.

As usual the event had great turnout, with mobs of young ones waiting outside to get in, since the place reached max capacity real quick. Apparently the 20-something crowd hasn’t heard about the indoor smoking ban, because everyone was puffing away contentedly.

NYLON always throws a fantastic party. There was definitely an energy. A youthful, vibrant energy. Maybe George Bernard Shaw was right when he said “youth is wasted on the young”, but they sure know how to party!

Jenna Ushkowitz, Kevin McHale and Emma Roberts

Jenna Ushkowitz, Kevin McHale and Emma Roberts

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Behind the Scenes: ENK and Coterie

Posted by The T on March 1, 2011

February is an important month for the denim and fashion industries, not only because of the collections showing at Fashion week, but also because of two back-to-back trade shows, ENK and Coterie.

ENK takes place for three days each year at the Wynn Hotel in Las Vegas, and brings together fashion brands from all over to showcase the latest sportswear, denim, dress, accessories, and footwear lines to the buyers who select what shows up in the boutiques and department stores nearest you. Trade shows are where a lot of the hard work of the fashion business takes place. Beyond the glamour of New York’s million dollar runway shows, trade shows are an intersection of salespeople, fashionistas, stylists, buyers, and businessmen, taking appointments and standing in heels for long hours in a massive convention hall.

Habitual Booth at ENK Las Vegas

The Habitual Booth at ENK Las Vegas

Immediately following ENK is Coterie at New York’s Javits Center, one of the largest fashion trade shows of the year, with nearly 14,000 vendors, ranging from the modest booths of new denim startups to the massive, built out fashion experiences from billion dollar global brands. This year we tried to keep things relaxed and open for the thousands of attendees to work through at their own pace.

Habitual booth at Coterie in New York

The Habitual booth at Coterie in New York

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Behind the Scenes: Emmanuelle Alt

Posted by The E on February 22, 2011

Emmanuelle Alt Thigh Boots

Emmanuelle Alt, recently appointed Editor-in-Chief of French Vogue, is a lesser known Anna Wintour – she hasn’t had a full length documentary made about her or been played by Meryl Streep, but she is every bit the style goddess. She can wear thigh-high boots with skinny jeans, a white tee, and leather jacket and it looks not one bit trashy. It’s nothing but chic and gorgeous and effortless. She looks equally amazing in wider leg flares, the ‘latest’ trend in denim. She is one woman we would love to see in HABITUAL. Emmanuelle, if you ever read this, please call us! We’d love to fit you.

Emmanuelle Alt Flare

 

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HABITUAL Lookbook – Fun for All Ages

Posted by The G on February 1, 2011

Sometimes the lines get blurred between working and parenting. And sometimes we have to multi-task. That’s how one of the little ones got her hands on the latest HABITUAL lookbook. Come on… in addition to showing off the latest looks, it is engaging for all ages!

We’re mailing it out this week!

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First Look! Ryder Motorcycle Jean

Posted by The S on January 29, 2011

Ryder Motorcycle Jean
We just finished the Fall Lookbook shoot and it is so exciting to see all the new styles come to life!  Here’s a sneak at one of our favorites, the Ryder Motorcycle Jean in the wash “Epic.”  The wash is smooth and refined, but the detailed stitching on the knees looks so gritty and tough.  Good thing the model is size twig – otherwise someone definitely would have stolen these off the set.

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