Belladonna and the Beast

'Belladonna' by Joanne Fleming Design, shot by Michael Woolley for InterfaceFLOR

I was contacted last year by costume designer and stylist Ameena Kara Callender regarding a promotional campaign she was styling for fashion photographer Michael Woolley for international flooring brand InterfaceFlor.

I have known Ameena since her Brighton days (where she studied), and later on when she was working for Madame Tussauds, she commissioned me to make many of the 'red carpet' gowns for various MT exhibits around the world.

Anyway, the inspiration behind this campaign is a gothic fairytale narrative .....and I was happy to lend a couple of dresses.

In 'Beauty and the Beast', Belle wears JFD 'Belladonna' gown, in heavy silk crepe back satin, and a separate ruffled silk tulle and chiffon collar with Swarovski crystal embellishment.

In 'Sleeping Beauty', the princess is wearing JFD 'Pearl' one shouldered bodice in ivory silk duchesse satin, with matching satin and tulle skirt.

'Pearl' by Joanne Fleming Design, shot by Michael Woolley for InterfaceFLOR

A whole series of these gorgeous little mini-tales were made, including Snow White, Little Red Riding Hood, and Rapunzel ....you can read more about them over on Stacey Sheppard's Design Blog here
Incidentally, Ameena's latest work can be seen in its full inventiveness soon on TV.....she is costume designer and stylist on 'Noel Fielding's Luxury Comedy', starting on 26th January on E4