A local fashion brand, Grace & Dotty, has launched a fresh and empowering approach to fashion with its latest campaign, #HereComeTheGirls. Breaking away from traditional fashion advertising, the brand’s Autumn/Winter 2024/25 photoshoot celebrated real, everyday women, rather than professional models, as the faces of its new collection.
The photoshoot took place on 28 November 2024 at the picturesque Southwell Racecourse, where five loyal customers of Grace & Dotty stepped into the spotlight to showcase the brand’s country-chic designs. The resulting images shine a light on authenticity, personality, and the real lives of women who embody the Grace & Dotty ethos.
The concept behind the #HereComeTheGirls campaign was simple yet revolutionary: to celebrate the real women who live and breathe the brand. By featuring its own customers in the photoshoot, Grace & Dotty aimed to foster a deeper connection with its audience, allowing them to see themselves reflected in the clothes.
“We wanted to break away from the polished, unattainable imagery that’s typical of fashion shoots and focus on authenticity,” explained Karen Ellis, owner of Grace & Dotty. “Using real women creates a real connection between the brand and our audience. It helps others see, ‘That could be me’ in these clothes, and that’s what we’re all about — celebrating women and their unique beauty.”
The photoshoot was a blend of camaraderie, creativity, and real-world challenges. Despite the chilly November weather, the energy among the participants remained high and spirited. The five women modelled Grace & Dotty’s signature pieces, including tweed wool ponchos and stylish fedora hats, against the scenic backdrop of Southwell Racecourse. The shoot was captured by renowned Horse Racing photographer Nigel Kirby, who was tasked with highlighting the women’s natural beauty while keeping retouching to a minimum. The focus was on creating images that were relatable and genuine, allowing the essence of each participant to shine through.
The five women, all of whom are loyal customers of the brand, brought their own personalities and style to the shoot, proving that fashion can be inclusive and authentic. According to Ellis, the campaign is a reflection of the brand’s values. “We’re proud to share the stories of these incredible women and hope it encourages others to embrace their own unique style,” she added.
The photoshoot’s visuals will be showcased across Grace & Dotty’s social media channels, including Facebook, Instagram, and TikTok, starting the week of 2 December 2024. The campaign’s goal is not just to highlight the new collection but to celebrate the women who bring it to life, creating a more inclusive and relatable fashion narrative.
Through this campaign, Grace & Dotty is sending a clear message: style should reflect the real, diverse women who wear it, not just idealised, unattainable standards. By embracing realness, the brand is empowering women to feel confident and beautiful, just as they are. To find out more about Grace & Dotty and its Autumn/Winter 24/25 collection, please visit www.graceanddotty.com.
