John Lewis asked me to get involved with their ‘Croft’ photography around a year ago. This is a small but lovely range of more rustic and traditional homely products. So the approach to the photography differs to many of the other Own Brand products that I shoot. For Croft we use a much softer, more natural approach to the lighting, making it directional almost as if it’s window light. The samples vary significantly, so the challenge is to keep the style of the shot consistent with many differing materials and surfaces to shoot. Here’s a few we have shot recently.