Grace is a family-owned brand rooted in softness, simplicity, and the beauty of everyday childhood. I’ve had the joy of working with Grace since the very beginning, leading photography, creative direction, and brand strategy for almost a decade.

From our very first shoot, it was clear that the imagery had to reflect the heart of the brand: warm, natural, and deeply human. With family and friends as our models, every shoot felt intimate and playful, more like spending a day with the kids than directing a campaign. That approach shaped a visual language full of real, spontaneous moments: children laughing, running, cuddling, and simply being themselves.

Over the years, we built a consistent aesthetic that grew along with the brand, and with the kids in the photos too. Many of them appeared in multiple campaigns, and watching them grow up through the lens became one of the most special parts of this collaboration.

The result is a visual identity that feels honest, joyful, and full of life, just like the clothes Grace creates.