hygge:liv, (pronounced hoo-gah live), stylist Catherine Stocks and Jan Juc creative Erin Hughes, is an ethical lifestyle brand whose number one mission is to reduce landfill.
hygge:liv cushions feature the highest quality, unused fabrics that will add cosiness, warmth, and texture to any home, inside or out. The collection features sea blues, stormy greys, sandy neutrals and deep earthy tones which are designed to move from room to room, bringing new life to any space. The unique collection is designed and developed in a sustainable and socially responsible way. Each cushion is handmade locally from unused fabrics that have been rescued, that would otherwise have been sent to landfill.
As they approach the launch of their collection, Co-Founders Erin & Catherine
reflect on their first campaign shoot.
Why have you chosen the Lighthouse Keepers Cottage as the location?
We are all about promoting where we live, for us that’s the Coast. We also want to support other local businesses, so it was a no brainer to use the Lighthouse Keepers Cottage. It is stunning and reflects the hygge:liv vibe perfectly and it’s the ideal location to capture our collection in all of its beachy, earthy and minimalist beauty.
We love to tell people about this little gem as it’s the best getaway. The cottages are open to guests, so for us, it's the perfect hygge:liv weekend away.
The heritage-listed property has so much history, owners Tim and Sarah have restored and revived it and the result is incredible. The property has such a unique Australian look and feel, nestled perfectly into its surrounds.
The relaxed décor is charming and is a great complement to the hygge:liv brand, coupled with incredible gardens and being snuggled in right next to the beach and the lighthouse, it provided us with everything we needed from a location.
Our product is all about giving life to different spaces and this location showcases this ability, it allows people to come on the hygge:liv journey and feel a sense of warmth, friendliness, and belonging.
How would you describe your aesthetic vision and the elements you used within the shoot?
Our collection has several elements and influences, in particular, the Australian coastal landscape – something we both fiercely love. We were particularly inspired by the coast we call home, with its wide-open beaches, rough and rocky coastline, incredible frothy surf and breathtaking turquoise waters. The raw, natural beauty of Australia’s rugged terrain and the incredible geography dictated the tonal palette we utilised. You’ll see a number of pieces within the collection take their lead from this scenery with a blend of blues, neutral sandy tones, and pale seafoam creams. However, in every instance we were careful to select fabrics that were minimalist and classic – simple pieces that could fit seamlessly into any space was key.
Who have you chosen to shoot the campaign and why?
Nikole Ramsay - She is an unbelievable photographer and has an amazing eye, and having worked with her on several projects over the years. It was clear when we were developing our campaign concept for hygge:liv that she would be perfect for capturing our product and our story. For us, having these relationships and connections with Nik and other creatives on the job are so valuable, living the coastal life like us meant she understood how to curate the look, feel and resonance of the first hygge:liv campaign.
We also shot our products with the talented Cricket Saleh. She is an amazing photographer located in Geelong, we did the shoot in her Newtown studio. Having worked with Cricket closely for many years, she knew how to bring our products to life; capturing all the fabrication, design features, and shapes. Her beautiful lighting choices caught our hygge:liv designs perfectly, reflecting a simple and modern quality. We shot all of our products in one day which includes over 200 products shot in 3 ways and the results were amazing.