Sun, Sea & Style: Inside Our Menorca SS25 Shoot.
A Timeless Retreat, An Inspired Canvas.
This wasn’t just any location - this was homegrown inspiration. One of Apatchy’s co-founders has spent countless summers on the southeast coast of Menorca, returning each year with family and close friends. Their traditional Mediterranean home - quiet, sun-washed, and steeped in memory - is more than a getaway. It’s a place of reconnection, simplicity, and style in its purest form.
So when it came to capturing the essence of SS25, we brought Apatchy London to this deeply personal space. A location that offered not only sentiment, but a natural, unfiltered stage to show the collection in its element - understated, versatile, refined.
Each piece found its moment in rhythm with the island’s stillness and soul. Basket and tote bags moved seamlessly from day to evening - resting on sea-worn rocks as well as, carried on sunset beach walks. Shoulder bags were introduced against sweeping sea backdrops and the quiet elegance of old Menorcan architecture, blending structure with serenity. The light shifted - from golden sunrise to the cool tones of dusk - and the collection shifted with it.
From rugged coastlines to the textured corners of the home, every scene reflected a different purpose, a different pace. The island didn’t just hold the collection - it mirrored its quiet confidence.
This wasn’t about a backdrop. It was about belonging.
A Symphony of Light and Texture.
Menorca moves at its own pace - calm, sun-soaked, and rich in texture. The atmosphere shaped every frame - faded whitewashed walls, the salty coastal air, and warm terracotta underfoot.
The home carries a quiet Mediterranean charm - weathered shutters, hand-thrown ceramics, and linen softened by the sea breeze. It’s simple, authentic, and effortlessly elegant.
The setting brought harmony to the SS25 palette - soft, sun-bleached neutrals like warm sand, weathered stone, and pale sky blue that blended seamlessly with the island’s natural textures. There’s a stillness here, a warmth you can almost touch.
Natural light moved gently through the day - slipping through palm leaves in the morning, reflecting off tiled floors at noon, and stretching long shadows as the evening settled. We let the surroundings lead, letting the bags live within the landscape instead of apart from it.
Curated for Effortless Elegance.
SS25 was designed for modern movement. From morning coffee runs to weekend escapes, this collection carries the same effortless flexibility as the people who wear it.
The vision for this shoot was rooted in authenticity. We wanted to create something more than editorial - we wanted to reflect real living. Bags placed where they naturally belong: slung over shoulders on a leisurely stroll, resting casually by sun-drenched patios, or set down during relaxed moments with friends.
This shoot wasn’t styled - it evolved. The island became part of the story, each look captured as it unfolded in real time.
Intimate Menorcan Moments in Motion.
What didn’t make it into the final shots tells just as much of the story. Packing the collection into the car at sunrise. Styling moments on the rocks, with the breeze gently moving through the coastal air. The quiet energy of a team working in sync - scribbling notes, adjusting straps, taking a pause to reflect and enjoy an aperitivo.
There were candid moments - sandals left in the sand, spontaneous drives from beaches to hidden lakes, golden hour chases. And that’s what made it real.
This shoot was more than content creation. It was an extension of how we live, create, and connect.
The Quintessence of SS25.
Menorca was more than a location - it was a lens through which we could truly explore how Apatchy exists within a variety of moments, moods, and environments.
The island’s quiet strength and understated beauty reflected the spirit of the collection itself - versatile, timeless, and effortlessly refined. This campaign is not simply styled imagery; it’s a lived experience captured in every frame.
SS25 is crafted for real life, in all its textures and rhythms - whether bathed in golden sunlight or touched by the softer, cooler hues of evening. Each piece is designed to move with you, to carry everything you need without ever feeling cumbersome, and to quietly elevate the everyday with thoughtful detail and enduring quality.
In every stitch and silhouette, there’s a sense of ease - a subtle confidence that comes from knowing style need not be loud to be impactful. This is Apatchy London, brought to life through the timeless beauty of Menorca.
