Our Cuban Adventure

Campaign Shoot Behind the Scenes SS2025

Finding Your Happy Place: Our Cuban Adventure

The sun rises over the hills of Santiago de Cuba, casting a warm, golden glow over the city. The streets slowly come to life, filled with the aroma of freshly brewed coffee and the rhythm of Cuban daily life. In a cozy home, tucked away from the hustle and bustle, an excited silence lingers: we, the team of Josephine & Co, are preparing for a special adventure. Here, in the heart of Cuba, we are not only bringing our Spring/Summer 2025 collection to life but also embracing the soul of a country that perfectly aligns with our theme: finding your happy place.

A Photoshoot with a Story

This shoot was more than just fashion. Through interactions with the locals and collaborations with Cuban professionals, we crafted a narrative where fashion, culture, and environment seamlessly came together. It became a journey of discovery, centered around spontaneity and cultural diversity.

Led by Cuban makeup artist Evelin Dupuy and her husband, photographer Eric van den Elsen, we chose an authentic approach. No rigid schedules—just an intuitive process where every street, alley, and sunset became an opportunity to tell the story of the collection. This not only resulted in unique images but also supported the local community in a meaningful way.

Fashion Meets Destination

One thought was central to the design of this collection: happiness can be found anywhere, in all forms, and in the most unexpected places. Cuba, with its vibrant culture and striking contrasts, provided the perfect backdrop.

Each drop in the collection represents a different ‘happy place.’ The colorful streets of Santiago, full of energy and charm, set the stage for Drops 1 and 2 - a playful mix of retro-modern vibes and bold shades like royal blue and lavender. In contrast, Drop 3 draws inspiration from the serene beauty of nature, featuring olive greens and flowing satin fabrics - a tribute to the peace and reflection that happiness can also bring.

Cuba Through Local Eyes

A typical shoot day starts early. As the first rays of sunlight bathe the city in golden hues, we gather for a simple breakfast. The model gets her makeup done, garments are steamed, locations are selected—but nothing is set in stone. The rhythm of the day dictates the images.

We work "guerrilla style," seeking beauty in unexpected places. Sometimes, it’s a hidden alley with a brightly colored wall; other times, it’s a quiet nature reserve where the landscape provides the perfect backdrop. This approach ensures that each photo not only highlights the collection but also captures the essence of Cuba itself.

What makes this shoot truly special is the way we connected with the local community. By staying in local homes and working with Cuban talent, the shoot became more than a visual journey—it became a tribute to the people and culture that make this country so unique.

Find Your ‘Happy Place’

Our Spring/Summer 2025 campaign is more than just a collection—it’s an invitation. A reminder that happiness isn’t tied to a single place but is a feeling you carry with you wherever you go. Whether it’s the vibrant energy of a bustling city or the serene calm of nature, your ‘happy place’ is wherever you feel free and inspired.

So, where will you find your happiness?

Sprring/Summer 2025