shaun fenn: shoo for good
“For me, the beach is home,” says photographer Shaun Fenn, reflecting on the natural ease of a recent photo shoot in Laguna Beach for the Santa Monica-based textile brand Shoo for Good. “I’m very comfortable on the beach, as was our client. We did our homework upfront, which allowed everyone to be relaxed on set in alignment with the product.”
Fenn was there to capture photos and videos of Shoo for Good’s cotton scarves and wraps, textiles with an innovative spin on the age-old inclination to wrap up in something that guards against chill, and in this case, bugs. “These scarves are beautiful, lightweight, and purposeful,” Fenn explains of the textiles that are treated with InsectShield®, an EPA-registered permethrin that repels mosquitos and other bugs for up to 70 washings. “We wanted the images to feel aspirational—to have a lot of movement and show off the unique material. And, as always, we wanted to catch some light.” Model Lisa Smith embodied this aspiration, moving with an elegant playfulness along the water’s edge.
The “good” in Shoo for Good’s brand name has dual meaning. In addition to the garments’ modern technology that ensures users they’re saying bye-bye to bug bites “for good,” the business is also a member of the World Fair Trade Organization, which means the Ethiopian artisans who create each product, spun from locally sourced cotton, are being fairly compensated and are given safe and sustainable working conditions. Additionally, Shoo for Good is partnered with the United Nations Foundation which delivers protective nets globally to fight the spread of malaria.
The brand values are aligned with how Fenn looks at the world. “The vibe of our aesthetic is pretty organic. In our pursuit of authenticity, we focus on lighting and interaction. We like energy, but also work to create a slowness and a tactility in our images,” he explains. “Our work is timeless because it’s tied to human stories and emotions.”
In other words: If the shoo fits, wear it!