Behind the Lens: The Annual Via La Moda Collaborative Photoshoot
Every year, Via La Moda curates an extraordinary event that brings together South Africa’s most talented fashion creatives, designers, and ambassadors in a celebration of artistry, style, and collaboration. This year’s photoshoot, spanning three intensive days in Johannesburg, was no exception. Its purpose was to create captivating content that not only showcased Via La Moda’s luxury exotic leather handbags but also highlighted the incredible work of our collaborators, from designers to stylists, models, and set creators. The result was a visual symphony of modern African-inspired luxury, bold lines, and fierce femininity.
A Bold, African-Inspired Vision
The vision for this photoshoot was ambitious: to capture the essence of modern, luxury African fashion. We sought to merge sophistication with strength, elegance with boldness, and minimalism with rich, cultural storytelling. The Via La Moda premises were transformed into a bespoke set that reflected this philosophy. Each detail, from the placement of props to the angles of lighting, was designed to enhance the visual narrative. Our aim was to create images that spoke not just of handbags, but of a lifestyle — one where confidence, artistry, and individuality converge.
Meet the Collaborators
Production & Photography
Karen Boshoff-Smith (Laark Studio) is the visionary behind the lens. With over 24 years of international experience as a designer and photographer, Karen has been instrumental in shaping the visual identity of Via La Moda since 2002. Her approach combines precision, artistry, and a keen understanding of how luxury translates visually. Through her camera, the handbags become not just accessories, but central characters in a story of modern elegance. (@laarkstudio)
Set Design
Creating the set was an art in itself. Paige Waplington of Redesign Interiors brought her signature storytelling approach to the space, using bold colour and texture to create a sense of energy and warmth. Martin Boshoff of SMART Industrial Designs added bespoke elements, blending form and function seamlessly. StyroMedia contributed African-inspired luxury props and pillars, enriching the set with cultural resonance, while Design Syndicate and SA Decor & Design provided striking wallpaper and installations that added layers of visual depth. Together, they transformed a functional space into a world of narrative, culture, and artistry.
Models
Our four models each brought something uniquely compelling to the shoot. Noora Tebu (@theenoora) infused youthful energy and versatility, having previously worked with Jo Borkett, Cellini Luggage, and Chic Jewels. Kgahliso Mathabatha added her dual expertise as a stylist and model, bringing a sense of poise and confidence. Ruth Bronn, Mrs South Africa finalist 2016, brought elegance and experience, while Lara Boshoff, founder of Bare Skincare SA, exuded understated sophistication. Though strangers at the start, the models left as friends, their chemistry translating into authenticity and magnetism on camera.
Fashion Industry Collaborators
From makeup to jewellery, eyewear, and fashion, each collaborator contributed to a meticulously curated vision:
- Makeup & Hair: Beauty on Wheels, led by Alfie Grobler, ensured every model radiated flawless confidence, enhancing the natural beauty of the subjects while complementing the luxury handbags.
- Stylist: Kgahliso Mathabatha, who worked closely with the models to create harmonious, fashion-forward looks that elevated the bags.
- Jewellery: E.G. Jewellery, Erika Groenewald, offered bold yet wearable pieces that added texture and sophistication.
- Eyewear: Hyde Park Optical Boutique brought bespoke designer frames to accentuate the personality of each look.
- Womenswear: ERRE Fashion House provided sleek, figure-flattering garments that perfectly balanced minimalism and statement design.
Wardrobe & Handbags
The star of the shoot, of course, was Via La Moda’s signature collection of luxury handbags. This year introduced the striking new Forrest Green shade, which became a visual anchor across the images. Hundreds of bags were photographed over three days of high-paced, caffeine-fueled creativity. Minimalist outfits from the brand’s signature lines ensured that the handbags remained the centerpiece, their textures, colours, and craftsmanship taking full visual prominence. Each frame was a careful interplay between fashion, function, and artistry, capturing the essence of what makes a Via La Moda bag an investment in style.
Behind the Scenes
Beyond the bags and sets, the magic of the shoot lay in the people. Four women, initially strangers, formed bonds that will last a lifetime, each bringing her own energy, discipline, and charm to the set. The set itself, custom-built for this occasion, became a playground for creativity, with African-inspired props, bold lighting, and inventive angles that elevated every shot. Every participant, from stylist to set designer, gave their all, creating an atmosphere where collaboration and camaraderie thrived. It was a reminder that the most extraordinary art emerges when people come together to bring a shared vision to life.
The Story We Hope You Take Away
This photoshoot was more than a visual exercise; it was a celebration of collaboration, luxury, and African-inspired design. We hope readers feel inspired by the scale, ambition, and artistry of the project. More than that, we hope you can see how passion, creativity, and community come together to produce moments that are timeless, just like the Via La Moda handbags themselves.
Sneak Peek
Keep an eye out for exclusive images from the shoot, featuring the new Forrest Green collection, striking African-inspired sets, and glimpses of the friendships and creative energy that made this event unforgettable. These photos are a testament to the dedication, artistry, and luxury ethos that define Via La Moda.
