The inspiration behind this shoot was London street chic and therefore we choose the financial area of London.

The collection is made in the 🇬🇧 which I am very proud of and also the yarn is DETOX so no harmful substances are present keeping it eco friendly. 

To complete the design I commissioned a local UK artist to embroidery and hand finish the sweaters with the beautiful Sun Moon & Stars in thread sequins and jewel.

I wanted to show that the knitwear could be worn day-night for that cool stylish look.

I choose Michelle Beatty as the photographer after not only seeing her amazing work but actually seeing her in action at a recent shoot.

The model I wanted to have a renaissance feel about her and Esme from Hive Models London fitted that perfectly.




As personalisation is a very big part of MCHUGH Lifestyle we wanted to offer that option also making it extra special.

So after travelling to London the night before for an early start we checked into our apartment and got set up.




The light was so beautiful it was the perfect day and to see months of hard work come to life was very special.

A big thank you to everyone who made this happen x

Photographer: Michelle Beatty

Model: Esme at The Hive

MUA: Jessica Kell   

Stylist: Emily Jerman


Nice Productions 

Lint & Thread :

Connie Mabbott.