Vol.17 Chic Under Fire

As I briefly mentioned in Vol.2: Chaos, the production schedule in fashion works a little differently from most industries.

Several seasons are always moving forward at the same time, so my mind is constantly juggling them all.

For example, the items currently in stores are from our 25AW collection. Yet behind the scenes, we’re preparing for the 26SS Main Market in Paris while also starting to shape the 26AW collection.

Our thoughts are always half a year—or even a full year—ahead. Honestly, it leaves my head spinning all year round.

And the same goes for the photos you see on social media. We might be shooting heavy winter coats in the middle of summer, or breezy summer dresses in the dead of winter. It’s a classic fashion-world paradox: the bigger the gap between the temperature we feel and the season we’re shooting, the more surreal it gets.

Just the other day, we had a shoot on a blazing hot day, nearly 40°C. Under the glaring sun, our model wore autumn/winter looks, acting as if she were cozy and warm instead of sweltering. While we waited for the hot wind to stop blowing so we could get the right shot, the camera overheated and flashed a warning on the screen. When I touched it, it felt like a “black brick” left out in the sun. After each look, no one could continue until the sweat finally cooled down. One of the photographers joked that it felt like some kind of endurance test.

Shooting days can be brutal. On the surface, the photos look polished, sharp, and effortlessly stylish. But behind them, the model and crew are pushing through sweat and exhaustion to make it happen.

Fashion may look glamorous, but in reality, it’s also a battle of stamina.

I hope sharing these behind-the-scenes moments gives you a new perspective on DOMELLE’s clothes. Although, I should probably warn you—next time you see a model looking perfectly composed in our photos, you might find yourself smiling at the thought of what was really happening on set.