Joanna Paterson for No Added Sugar SS17 "Kith & Kin"

Photographer Joanna Paterson sent us her most recent work for No Added Sugar “Kith & Kin” SS17 and we adore the fresh and free approach to the shoot. The clothes still punch through the image for our attention but in a non overly structured aesthetic. Poignant at times, free, fun and lots of smiles. Find out more from Joanna and see the shoot…

Foreword by Joanna Paterson

“The theme of the shoot is “Kith and Kin” – one’s nearest and dearest. We cast it to look like the children were real kids or siblings or friends we also ended up shooting some real Dads and even a Grandad (it just didn’t look quite right with the mums). We spent one day of the shoot in a van , driving round visiting different families styling and shooting the kids in their own homes, the rest of the shoot was shot in various locations across London , including an incredible apartment in the Barbican centre – 30 floors up”

No Added Sugar SS17 “Kith & Kin”

Photographer Joanna Paterson
Stylist : Kate Van Der Hage
Hair and makeup: Tracey Cahoon and Rose Angus
No Added Sugar SS16 Kith & Kin collection is now available from their e-store and at various stockists

Joanna Paterson is a children’s fashion and advertising photographer, her clients include M&S, Clarks, BBH, Tesco, Huggies, Mothercare, Guardian, Milk Magazine, Harrods, Harvey Nichols, Cadburys, Ogilvy, Le Meridien Hotels, Tatler, Starwood Hotels, MarieClare, and The Sunday Times.