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Creative Sparks and Studio Shots. Inside the World of Our Content Marketeer
At YOEK, we've just wrapped up a few hectic weeks filled with one of our favorite activities: photo and video shoots! It's the perfect moment for our branding team to dive into a new collection and capture it in the best way possible—so we can proudly present it to all of you. Every image you see on our website has an entire process behind it.
To learn more about this, we spoke with Liset, our Visual Content Marketer for the past few years. Liset starts planning months in advance—scouting locations, booking models, and most importantly, translating the collection’s concept into a story that comes to life on screen.
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Anne-mei: “Hi Liset, thanks for taking the time to chat with us! It seems like you've had a few busy but exciting weeks. We're eager to hear all the ins and outs of YOEK shoots! What makes YOEK so special to you?”
Liset: “YOEK is inclusive and specialized in fit. Unfortunately, that’s becoming rarer these days, so the fact that we’ve stayed true to this strength for over 40 years is something really unique.”
Anne-mei: “What was your very first photoshoot at YOEK, and what do you remember most about it?”
Liset: “My very first shoot was for the Summer 2022 collection, which we shot a year in advance—in summer 2021. It was an e-commerce shoot, which means we photographed the entire collection specifically for the webshop. The goal is to present the garments as clearly as possible to our customers.”
Anne-mei: “What do you pay attention to first when creating visuals for a new collection?”
Liset: “Whether it’s innovative and whether it’s YOEK.”
Anne-mei: “What turns a good shoot into a great one, in your opinion?”
Liset: “First and foremost, when the whole team collaborates well and has a positive, fun day together—you can really see that in the final images. But it’s also amazing when the concept I envisioned based on the collection themes turns out exactly as I imagined. That takes good communication and teamwork. We create something together, and that’s what makes it so fulfilling and exciting.”
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Anne-mei: “You’ve worked at YOEK for several years now—how has your creative vision changed during that time?”
Liset: “My vision has remained consistent. I try to keep up with trends and developments in visual design, but it’s crucial not to lose YOEK’s brand identity in the process. It has to remain recognizably YOEK. Since our rebranding, we’ve had more freedom in how we express the brand visually, allowing us to take things to the next level.”
Anne-mei: “Which shoot location has left a lasting impression on you—and why?”
Liset: “Over the years, I’ve shot at some beautiful locations. One that stands out is a retro villa near Utrecht where we shot part of the FW25 collection. It felt like stepping back in time—absolutely stunning and perfect for the collection. I might refer to it again, but without giving too much away, the location we used for our SS26 campaign shoot definitely ranks number one!” (Available from November 2025)
Anne-mei: “Fashion is constantly evolving. Where do you draw your creative inspiration from?”
Liset: “From Instagram, Pinterest, fashion websites, and especially magazines like Vogue, Harper’s Bazaar, and i-D Magazine.”
Anne-mei: “How do you decide on the mood for a campaign image?”
Liset: “Giulia, our Head of Design, divides the collections into story-based themes. Once that’s done, I develop those themes into full concepts that bring the story to life and enhance the collection’s narrative. The mood is based on the story behind the theme. A good example is the ‘Shimmer After Sunset’ theme from our latest FW25 collection—part of our Black Label line. It's about special-occasion pieces for winter evenings: festive, elegant, and I think we captured that atmosphere really well.”
Anne-mei: “Which collection or season do you think was visually the strongest so far?”
Liset: “The YOEK Lounge x Isadee collection is visually very strong. It’s a minimalist lounge collection focused on soft, comfortable pieces that look stylish both indoors and outdoors. Those two elements come across beautifully in the images. But I also can’t ignore the SS26 shoot we just completed—it’ll be a while before we can share those images, but this season will be visually very powerful. I can’t wait to see them on the website!”
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Anne-mei: “What’s your go-to styling piece from the collection?”
Liset: “Definitely items from our Essential collection. The bootleg Dolce pants (B5541) are a favorite—they fit so elegantly and are available in various colors, making them super easy to combine. The flare Dolce top (B4082) is also a must—it pairs perfectly with our blazers and cardigans.”
Anne-mei: “What do you enjoy most about the styling process before a shoot?”
Liset: “I get to shop for work! Who can say that, right? I love searching for the perfect shoes and jewelry to match our collection—though it’s not always easy. Sometimes I have something specific in mind that’s nearly impossible to find. But that challenge is part of the fun. Over the years, we’ve built up a small 'store' of accessories at our office, and we reuse a lot of it to stay sustainable. It’s a fun challenge to style a new season with previously used items and still keep it fresh and on-trend.”
Anne-mei: “How do you balance staying on-trend while remaining true to YOEK’s identity?”
Liset: “I mentioned this briefly before—it can be tricky. I think we strike that balance through subtle details. I work closely with our brand manager, Dana, and together we brainstorm how far we can go. Since we shoot our summer and winter collections almost a year in advance, I have to be careful with trends. If something is trendy at the time of the shoot but outdated by the time the collection is released, that would be a shame.”
Anne-mei: “What personal qualities help you most in your creative work?”
Liset: “I’m a go-getter. I do everything I can to ensure that a shoot—from the planning phase to the final photo—runs smoothly and is executed flawlessly. Even if the whole team has to start at 6 a.m. and finish at 10 p.m. The ability to stay positive, resilient, and push through is crucial. I also handle the graphic design for our print and digital materials, and I approach that with an open mind, flexibility, and creativity.”
”Anne-mei:“If you could shoot anywhere in the world, where would it be?” Liset: “My colleague and I were just talking about Cuba yesterday. Havana would be an amazing location—so colorful, full of culture and authenticity! Of course, you can create amazing campaigns here in the Netherlands and Europe too, but it’s always fun to dream! ”Anne-mei:“ Lastly, if you had one wish for the future of the company and your role in it,what would it be?" Liset: “Iwish for us to keep this energy and drive to constantly level up —and for me to continue and expand my role. And of course, that even more people get to seethe amazing visuals we create!”
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