Cuba edition: A FashionUnited Q&A with Josephine & Co
Credits: Josephine & Co It’s early morning in Santiago de Cuba. The sun begins to rise over the rolling hills, casting a golden glow on the sleepy streets. In a cozy house nestled away from the city’s bustle, the Josephine & Co team is filled with quiet excitement. They’re here not just to shoot the brand’s SS25 collection but to immerse themselves in the Cuban way of life and capture the essence of a country that harmonizes perfectly with their theme: 'finding your happy place.' Before setting off on the Cuban adventure, FashionUnited teamed up with Josephine & Co to create a bespoke Q&A experience. Engaging with locals along the way, the label seamlessly wove together fashion, culture, and place, bringing their story to life in an immersive and authentic way. The campaign shoot itself is a journey of spontaneity, culture, and collaboration. Hosted by their Cuban-born makeup artist and photographer, the team chose an authentic local experience over hotels and studios, supporting the community while infusing the campaign with genuine character and vibrant storytelling. Credits: Josephine & Co When a collection meets a country When Josephine & Co first envisioned their SS25 collection, they wanted it to embody the idea that happiness takes many forms and can be found in countless places. Cuba, with its vibrant culture and striking contrasts, became the perfect canvas for their vision. Each drop in the collection represents a different “happy place,” from the electric energy of city life to the serene beauty of nature. The streets of Santiago, with their bold colors and timeless charm, became the stage for Drops 1 and 2, whose retro-modern vibes and bold hues like royal blue and lavender radiate joy. Meanwhile, the lush greenery and calm waters of Santiago de Cuba brought Drop 3’s muted tones—olive greens and flowing satin—to life, reflecting a quieter, more introspective happiness. Credits: Josephine & Co Yet, this connection goes beyond the visuals. The textures, colors, and narratives woven into the garments echo the essence of Cuba itself—a country that balances vibrancy with tranquility, modernity with timelessness. Shooting Cuba through local eyes A typical shooting day begins early, as the morning sun casts its warm glow over the city. The team gathers for a quick breakfast around a modest kitchen table before the day unfolds. The model heads to makeup, garments are steamed, equipment is prepared, and the locations are finalized. But there’s no rigid schedule. Instead, the team works intuitively, allowing the rhythm of the day to guide them. “We work guerrilla-style,” the team explains. “It’s about capturing the moment as it unfolds—finding beauty in unexpected places.” One day, they might stumble upon a hidden alley in Santiago where a painted wall becomes the perfect backdrop for a linen maxi dress. Another day, their makeup artist might guide them to a tranquil nature reserve, an idyllic setting for Drop 3’s soft, calming aesthetic. Credits: Josephine & Co Credits: Josephine & Co What makes this shoot truly unique isn’t just the stunning scenery or the beautifully crafted garments. It’s also about how Josephine & Co approached the project—with care, respect, and a desire to connect. By staying in local homes and collaborating with local professionals, the brand ensured their presence directly benefited the community. As the sun sets over Santiago de Cuba, the team gathers to review the day’s shots. There’s laughter, a shared meal, and the quiet satisfaction of knowing they’ve captured something truly special—not just the beauty of their collection but the soul of a country and the spirit of their brand. Credits: Josephine & Co An invitation to find your ‘happy place’ As Josephine & Co’s SS25 campaign unfolds, it offers more than just a glimpse into their collection. It’s an invitation to reflect on your own “happy places.” Whether it’s the vibrant pulse of a city street or the serene embrace of nature, the collection reminds us that happiness isn’t bound to a single place—it’s a feeling we carry within us. ABOUT THE BRAND Read more about Josephine & Co on their brandpage
It’s early morning in Santiago de Cuba. The sun begins to rise over the rolling hills, casting a golden glow on the sleepy streets. In a cozy house nestled away from the city’s bustle, the Josephine & Co team is filled with quiet excitement. They’re here not just to shoot the brand’s SS25 collection but to immerse themselves in the Cuban way of life and capture the essence of a country that harmonizes perfectly with their theme: 'finding your happy place.'
Before setting off on the Cuban adventure, FashionUnited teamed up with Josephine & Co to create a bespoke Q&A experience. Engaging with locals along the way, the label seamlessly wove together fashion, culture, and place, bringing their story to life in an immersive and authentic way. The campaign shoot itself is a journey of spontaneity, culture, and collaboration. Hosted by their Cuban-born makeup artist and photographer, the team chose an authentic local experience over hotels and studios, supporting the community while infusing the campaign with genuine character and vibrant storytelling.
When a collection meets a country
When Josephine & Co first envisioned their SS25 collection, they wanted it to embody the idea that happiness takes many forms and can be found in countless places. Cuba, with its vibrant culture and striking contrasts, became the perfect canvas for their vision.
Each drop in the collection represents a different “happy place,” from the electric energy of city life to the serene beauty of nature. The streets of Santiago, with their bold colors and timeless charm, became the stage for Drops 1 and 2, whose retro-modern vibes and bold hues like royal blue and lavender radiate joy. Meanwhile, the lush greenery and calm waters of Santiago de Cuba brought Drop 3’s muted tones—olive greens and flowing satin—to life, reflecting a quieter, more introspective happiness.
Yet, this connection goes beyond the visuals. The textures, colors, and narratives woven into the garments echo the essence of Cuba itself—a country that balances vibrancy with tranquility, modernity with timelessness.
Shooting Cuba through local eyes
A typical shooting day begins early, as the morning sun casts its warm glow over the city. The team gathers for a quick breakfast around a modest kitchen table before the day unfolds. The model heads to makeup, garments are steamed, equipment is prepared, and the locations are finalized. But there’s no rigid schedule. Instead, the team works intuitively, allowing the rhythm of the day to guide them.
“We work guerrilla-style,” the team explains. “It’s about capturing the moment as it unfolds—finding beauty in unexpected places.” One day, they might stumble upon a hidden alley in Santiago where a painted wall becomes the perfect backdrop for a linen maxi dress. Another day, their makeup artist might guide them to a tranquil nature reserve, an idyllic setting for Drop 3’s soft, calming aesthetic.
What makes this shoot truly unique isn’t just the stunning scenery or the beautifully crafted garments. It’s also about how Josephine & Co approached the project—with care, respect, and a desire to connect. By staying in local homes and collaborating with local professionals, the brand ensured their presence directly benefited the community.
As the sun sets over Santiago de Cuba, the team gathers to review the day’s shots. There’s laughter, a shared meal, and the quiet satisfaction of knowing they’ve captured something truly special—not just the beauty of their collection but the soul of a country and the spirit of their brand.
An invitation to find your ‘happy place’
As Josephine & Co’s SS25 campaign unfolds, it offers more than just a glimpse into their collection. It’s an invitation to reflect on your own “happy places.” Whether it’s the vibrant pulse of a city street or the serene embrace of nature, the collection reminds us that happiness isn’t bound to a single place—it’s a feeling we carry within us.
