For Marissa Freed, a fashion shoot is never simply about capturing garments on models. It is an exercise in storytelling, discipline, memory, and intention. The latest editorial shoot for Freed & Freed reflects that philosophy in full, blending heritage, modern luxury, and deeply personal moments into a visual narrative that extends far beyond seasonal marketing.
The shoot, created for the brand’s upcoming Fall Winter 2026 collection, was designed to communicate sophistication and permanence at a time when much of fashion has become transactional. Freed approached the project as both a creative statement and a reaffirmation of the company’s values, from craftsmanship to emotional authenticity.
“When we’re trying to communicate what our brand is, we’re looking for aesthetic, but it’s more than that,” Freed said. “It’s sophistication. It’s richness. I want it to look expensive.”
A Creative Process Grounded in Intention
Freed is deeply involved in every aspect of the shoot, from concept development to hair, makeup, and model selection. Long before the camera is turned on, she assembles visual references and mood inspiration that she shares with the creative team.
“I oversee the creative direction, from makeup to hair, and develop the inspiration for the overall look,” she said. “I share that vision with the team before the shoot so everyone is aligned.”
This process allows Freed to maintain control over the final message while encouraging collaboration. The result is a cohesive visual language that reflects the FREED brand’s positioning as modern luxury rooted in heritage manufacturing.
The shoot leaned into dramatic posing and polished styling, a deliberate nod to the era when fashion editorials carried a sense of theatre and aspiration.
“It reminds me of what you saw in fashion magazines in the nineties,” Freed said. “There was glamour, drama, and confidence in the way models held themselves. That’s something we’ve lost.”
Referencing Fashion’s Lost Glamour
Freed draws inspiration from a time when fashion imagery was treated as an art form. She cited the supermodel era and classic department store advertising as creative touchstones, when editorial photography helped define brands rather than simply display products.
“The nineties supermodel era was all glamour,” she said. “Now everything feels very digital, very fast. I think the comprehension of quality and fashion has become washed out.”
The shoot was designed to counter that trend. Each frame was constructed to feel deliberate and composed, with garments styled to emphasize longevity rather than trend saturation.
“We’re making ourselves look timely and relevant, but also timeless,” Freed said. “You should be able to wear these pieces ten years from now.”
Styling as Storytelling
One of the most striking elements of the shoot was the attention paid to hair styling, particularly a dramatic single curl that became a visual signature across several images. The detail was not accidental.
“That one curl came from an obsession,” Freed said. “I saw an image, fixated on it, and knew it was exactly the energy I wanted.”
When the model’s natural hair length was not sufficient to achieve the look, the team adapted, adding an extension to ensure the silhouette remained intact. For Freed, these details are essential to storytelling.
“It has to feel polished,” she said. “The pose, the hair, the way the garment moves, all of it communicates who we are.”
Fashion as an Expression of Respect
Beyond aesthetics, Freed sees fashion as a form of art that deserves respect, both from the industry and consumers.
“Fashion is art in the same way that food is art,” she said. “A chef creates a tasting menu and you expect to pay for it. Fashion should be respected the same way.”
She expressed concern that price-driven consumption has eroded appreciation for craftsmanship, leading to a disconnect between consumers and the garments they wear.
“People complain about quality, but they still buy low-priced garments and then complain when they fall apart,” she said. “There’s a lack of respect for the garment.”
This philosophy informs how Freed approaches creative projects. The shoot was not about volume or speed but about reaffirming value.
An Emotional Centrepiece
While the shoot was visually ambitious, its emotional centre came from the participation of Canadian model Stefanie Derksen, who returned to modeling after undergoing cancer treatment. Freed had followed Derksen’s journey and maintained contact during her recovery.
“She was worried her career would be over because she would have scars,” Freed said. “I told her people should celebrate what she’s survived.”
When Derksen chose the Freed & Freed shoot as her first major project back, the moment resonated deeply with the entire team.
“She flew in from Calgary and this was her comeback,” Freed said. “When she walked into the room, it was emotional.”
For Freed, the decision was instinctive. “Supporting her felt important. We’re in the same industry and we need to support one another.”
The impact was immediate. Stylists and industry contacts who saw Derksen’s return began booking her again, reinforcing Freed’s belief in the importance of community.
A Reflection of Brand Values
The inclusion of Derksen was not framed as a marketing gesture but as an extension of the brand’s ethos. Freed & Freed has long positioned itself as a company that values people as much as product, from its Winnipeg manufacturing workforce to its creative collaborators.
“That moment captured everything the brand stands for,” Freed said. “Strength, resilience, beauty, and respect.”
The images featuring Derksen are now among the most powerful in the collection, not because of narrative framing, but because of authenticity.
Looking Ahead Through Visual Language
As the brand prepares to release the collection later this year, the shoot serves as both a preview and a declaration of intent. Freed sees visual storytelling as a critical tool for differentiation in a crowded market.
“We’re trying to bring excitement and glamour back at a time when we need it,” she said.
The shoot also reinforces Freed & Freed’s broader ambition to elevate Canadian-made fashion through thoughtful design and presentation.
“Fashion should make you feel something,” Freed said. “If we can do that through our imagery, then we’re doing our job.”
