Danica Heirloom Photo Styling Guide

This season represents a significant evolution for the brand, directly aligned with the company’s strategic focus on Customer Acquisition and Home Décor. To achieve this, we are introducing the second and final stage of the reorganization of the brand into four distinct chapters: TerrainIndigoBazaar, and Medley.

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Danica Heirloom · S&S 2026 ·
Season Theme

Chapter Full Launch

The chapters will seamlessly translate into catalogue sections and curated showroom environments, while maintaining a cohesive narrative and an intuitive customer experience. Store buyers can effortlessly integrate all four aesthetics into their spaces or focus on one or two chapters that best align with their store vision.

To drive growth among both existing and prospective Home Décor customers, we are increasing the percentage of Home Décor-focused SKUs to an unprecedented 45%. This expansion will feature enhancements in existing categories such as candleholders, dinnerware, and vases, alongside new introductions.

As part of our ongoing commitment to elevating the brand, we are testing incrementally higher price points that reflect the craftsmanship and curated quality associated with our offerings. This upward movement on the pricing and quality ladder is informed by market research and sales team consultation, and will be reflected in our elevated photography and marketing content overall.

Product Introductions

    • Seagrass Jute Cotton Rugs
    • Seagrass Placemats, Coasters and Baskets
    • Glass Tealight Holders

    • Bud Vase additions
    • Terracotta Wax Resist
    • Imperial Bowls additions

    • Decorative and Block Print Pillows
    • Mosswood Dinnerware
    • Opus Dish Additions
    • Marble Hearts
    • Alchemy Cups
    • Evani Bowls
    • Marble Mortar and Pestle
Featured Chapter

Bazaar

A celebration of artisanal, handmade, authentic products with global influence. Statement pieces featuring thoughtful decorative details, embellishment and tactile textures elevate the brand. Serving pieces are integral here rather than day to day dining ware. The palette is rich and often colorful to celebrate the global influences of the story. One of a kind, heritage techniques.

Aspirational

Location Story

Aspirational

Location Story

Featured Chapter

Terrain

A functional yet elevated look, featuring trusted materials, essential shapes and timeless appeal. This story encourage customers to pause and appreciate craftsmanship and techniques through touch and texture. Natural glazes, stone and organic presenting materials anchor this look. Patterning is limited, or quite subtle. Texture is inviting. Colour palettes can be elevated and more neutral, with accents of richer natural colours.

Aspirational

Location Story

Aspirational

Location Story

Additional styling guidance

Function, color and texture

  • Consider how content will influence buying journey on the Faire.com platform
  • More colourful food on some of the dinnerware that helps it come to life
  • A balance of showing texture and form, but also product in use
  • Sparks of gold and shine, particularly with serve ware, echoed in surroundings or propping
  • Limited or no new photography for Indigo and Medley this season, the focus will be on Bazaar and Terrain introductions
  • Closeups when required to show texture
  • Photo Styling

    Look & Feel

    • Modern
    • Minimal
    • Staged
    • Simple, Rustic
    • Moody
    • Wabi Sabi
  • Photo Styling

    Backdrops

    • Mosaic tiles
    • Fresco
    • Concrete
    • Brick walls
    • Marble
    • Rustic wood surfaces
  • Photo Styling

    Layouts

    • Clean, simple, focused
    • Monochromatic
    • Moody lighting
    • Beams of light
    • Stacks and multiples.
    • Mix of product shots and in situ
  • Photo Styling

    Chapter Props & Backdrops

    • Each chapter will have a few key props that can get used in multiple setups
    • New backdrops will be created that ties into the new chapters
  • Photo Styling

    Styling Effects

    • Simple draping and stacking shows off texture well and sets the mood
    • Use natural lighting to capture texture, wrinkles and imperfections
    • Plenty of compositional breathing room lets the product shine
  • Photo Styling

    Themes & Stories

    • Tell the aspirational location story for each chapter in your scene
    • Keep props to a minimal, favouring coordinating products as support instead
    • Store display set-ups are great for some collections

  • Photo Styling

    Scaling

    • Get up nice and close to show motifs and techniques
    • Use hands, other products, and food props to show the scale of the product
  • Photo Styling

    Settings

    • Style with the assortment chapter in mind
    • Locations that fit the stories we're telling will be booked
    • Embrace the eclectic nature of the brand with lively mixing and matching
    • Some categories are helped by showing products in use
    • Farmhouse home settings are perfect for Terrain
  • Danica Heirloom Models

    Look & Feel

    • Diverse
    • Sophisticated
    • Inconspicuous
  • Danica Heirloom Models

    Wardrobe

    • Linen, canvas and other natural materials.
    • Neutral and white tones.
    • Solid colors with some texture.
    • Avoid leather or jeans.
  • Danica Heirloom Models

    Makeup & Hair

    • Light, soft and everyday
    • No strong colors or bold lips or nails
    • Avoid or hide tattoos.
    • Hair in loose, simple styles
      and cuts
  • Danica Heirloom Models

    Posing

    • Natural, un-posed
    • Off to the side, obscured or partly cropped out
    • No direct camera eye-contact – look at product, away or beyond
  • Props & Food

    General Guidelines

    • Keep it Sparse! The Heirloom home is neat, spacious and inspiring
    • Ensure props are Chapter-appropriate
  • Props & Food

    Inline Products

    • Use Danica Heirloom flatware, dinnerware, and glassware
    • Focus on Foundation Tabletop when it fits stylistically
    • Prop with items carrying over from the previous season, but don't go back further than that
    • Consult the Drop Master catalogue to see what has been dropped
    • Consult the Props to Avoid section of this guide for near future drops
  • Props & Food

    Food Guidelines

    • Feature fruits and veggies that are served or ready to serve: cooked, dried or treated in some way
    • Highlight or accent a product colour with simple food props
    • Bread should be rustic with a home-baked look
    • Cheese, snacks and crackers are elevated, gourmet
    • Produce and eggs are fresh from the Farmer's market.
    • Get inspired by the cuisine of the location story, but anchor it in a North American home.
  • Props & Food

    Greenery

    • Dried flowers, twigs and berries
    • Groomed plants
    • Modern, understated bouquets
    • Wildflowers
    • Cacti, succulents
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What Not To Do

  • Busy & Scattered scenes
    Danica Heirloom Don'ts

    Busy & Scattered scenes

    Avoid scattered and 'spilled' props, keep layouts neat and sparse.

  • Bouquets & Flowers
    Danica Heirloom Don'ts

    Bouquets & Flowers

    Stay away from colorful bouquets, and leafy plants, favoring dried flowers, succulents and cacti.

  • Tattoos
    Danica Heirloom Don'ts

    Tattoos

    Cover tattoos up or avoid putting them in the spotlight. Use natural material clothing instead.

  • Juvenile
    Danica Heirloom Don'ts

    Juvenile

    Avoid super colorful or humorous themes. Don't prop with candy.

  • Redundant Images
    Danica Heirloom Don'ts

    Redundant Images

    Don’t shoot a lifestyle image just to add another image to the product page, ensure it serves a purpose and features a different selling point than existing images.

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