It is early morning in Santiago de Cuba. The sun starts to rise above the rolling hills and throws a golden glow over the sleepy streets. In a cozy house, hidden from the bustle of the city, the Josephine & Co team is filled with silent excitement. They are not only here to photograph the Spring/Summer 2025 collection of the brand, but also to immerse themselves in the Cuban way of life and to capture the essence of a country that fits perfectly with their theme: ‘Finding Your Happy Place ‘.
Before the team started the Cuban adventure, FashionUnited compiled a tailor -made questionnaire to capture the experience up close. Through interaction with the local population, the brand, culture and environment connected in a unique way and brought its story to life in an authentic way. The photo shoot itself was a journey of spontaneity, cultural diversity and cooperation. Under the leadership of a Cuban makeup artist and photographer, the team opted for an authentic local experience, supported the community and at the same time created lively storytelling.
When a collection and land come together
When Josephine & Co came up with their spring/summer 2025 collection for the first time, they wanted it to embodied the idea that happiness takes many forms and can be found in countless places. Cuba, with its lively culture and striking contrasts, became the perfect canvas for their vision.
Each drop in the collection represents a different “Happy Place”, from the electrical energy of city life to the serene beauty of nature. The streets of Santiago, with their bright colors and timeless charm, became the backdrop for drop 1 and 2, the retro-modern vibes and daring shades such as royal blue and lavender joy. In the meantime, the lush greenery and the calm water of Santiago de Cuba is the inspiration for the Gedempte Tones of Drop 3 – Olive green and flowing satin – which reflects a quieter, more introspective form of happiness.
Yet this connection goes further than just the visual. The textures, colors and stories that are intertwined in the items of clothing reflect the essence of Cuba itself – a country that brings liveliness into balance with peace, modernity and timelessness.
Cuba photographing through local eyes
A typical shooting day starts early, when the morning sun throws its warm glow over the city. The team comes together for a quick breakfast around a modest kitchen table before the day starts. The model goes to the makeup, items of clothing are steamed, equipment is prepared and the locations are definitively determined. But there is no tight schedule. Instead, the team works intuitively and is guided by the rhythm of the day.
“We work guerilla style,” the team explains. “It’s about capturing the moment as it develops – find beauty in unexpected places.” One day they might come across a hidden alley in Santiago where a painted wall forms the perfect background for a linen maxi dress. Another day their make -up artist may lead them to a quiet nature reserve, an idyllic setting for the soft, calming aesthetics of Drop 3.
What makes this shoot really unique is not only the beautiful landscape or the beautifully manufactured items of clothing. It is also about how Josephine & Co approached the project – with care, respect and a desire to connect. By staying in local houses and working with local professionals, the brand ensured that their presence immediately went to the community.
While the sun goes down above Santiago de Cuba, the team comes together to view the photos of the day. There is a laughter, there is a joint meal and the silent satisfaction of knowing that they have captured something very special – not only the beauty of their collection, but also the soul of a country and the spirit of the brand.
An invitation to find your ‘Happy Place’
As the spring/summer 2025 campaign of Josephine & Co develops, it offers more than just an impression of their collection. It is an invitation to think about your own “Happy Places”. Whether it is the lively pulse of a city street or the serene embrace of nature, the collection reminds us that happiness is not bound by a single place – it is a feeling that we wear in us.
