Clara in Sweden for MAYZ: #1 Collection – “Ode to the Ocean” + Video
Rough coastal winds, silvery shimmering light and a collection that breathes like the sea itself – when Clara traveled to Sweden for our agency to capture the debut of the designer label MAYZ, more than just a fashion shoot was created. A visual manifesto about freedom, nature and the power of the ocean was born. What the camera captured, you can see here – and what lies behind it, we tell you in detail.
MAYZ – A Label That Takes Its Own Path
In a time when fast fashion floods the market, MAYZ dares to offer an alternative. The young Swedish designer label consciously opts for small production runs, handpicked materials and an aesthetic as timeless as the nature it draws from. The founder and creative director of the label sees fashion not as seasonal consumer goods, but as an expression of an inner attitude. Whoever wears the pieces from the first collection wears a story – the story of the ocean.
MAYZ stands for a design approach with deep roots in Scandinavia: functional beauty, reduced silhouettes, honest materials. The connection to German fashion designers and their minimalist heritage is clearly felt, even though MAYZ originates from the far north. Labels like this are the ones that show that the best modeling agencies are always on the lookout for fresh, authentic brands – because this is exactly where tomorrow’s campaigns are born.
The Philosophy Behind the Name
„MAYZ” is not a random art term. It plays with the idea of the path – your own, sometimes complicated, but always honest path through life. That is why the collection carries the programmatic title „Find Your Way – Ode to the Ocean”. The sea becomes a metaphor: unpredictable, powerful, beautiful, and interspersed with breathtaking silence. Whoever expected a runway and catwalk experience got something better in Sweden – real nature as a stage.
Materials and Cuts of the Debut Collection
The pieces from “Ode to the Ocean” follow a clear color concept: Saltwater Blue, Off-White, Sandbeige, and deep slate gray dominate the palette. The cuts are delicate and flowing – dresses that move with the wind like waves. Only natural and sustainably produced fabrics are used: organic linen, Tencel blends, and recycled ocean plastic as an accessory material. No piece in the collection feels constructed – everything feels as if it has grown organically.
The Shoot in Sweden – Behind the Scenes
Sweden in spring is a world of its own. The nature of Scandinavia knows no compromises: the light breaks differently, the winds come without warning, and the landscape changes within minutes between dramatic and tender. Exactly this unpredictability was intended. Our team searched for locations off the tourist trails – rocky coastlines, seagrass-covered dunes, solitary wooden piers over quiet fjord inlets.
Clara, who was responsible for the shoot for us, brought exactly the energy MAYZ needed: grounded, authentic, with a natural presence in front of the camera that can’t be staged. For all who wonder how to approach such projects as a model: The first step is usually the casting at CM Models – followed by solid preparation, which you can find in the article preparing for a casting.
Location-Scouting: Sweden’s Wild Coast
The actual shoot took place over three days at different coastal areas along Sweden’s west coast. Each location was individually tailored to the pieces of the collection. The flat rock plates offered perfect contrasts to the flowing Off-White dresses, while the dunes picked up on the sand beige of the linen pieces. A short film crew accompanied the shoot throughout – the result is an atmospheric video that documents the entire story behind the campaign.
“Fashion that really wants to say something doesn’t need a studio background. It needs truth – and that’s found outdoors, where the wind plays along.”
Video Production: More Than a Lookbook
The accompanying video for the collection is not a classic fashion film format. It does without music overload and staged poses in favor of documentary honesty. You see Clara in motion, the team setting up, nature in its full uncontrollability. This approach is bold – and exactly what a debut collection from an emerging label needs to stand out from the Fashion Week Berlin machinery and the mainstream.
What makes this project particularly relevant for aspiring models?
Shooting projects like the one for MAYZ in Sweden are exactly the kind of assignments for which models are built at a serious agency. They are not mass productions, but collaborative projects with real creative value – and they require that the model can act independently, improvise, and deal with unpredictable conditions. That’s the difference between someone who looks good and someone who can really model.
For everyone who wants to know how to get involved in such projects: The journey begins with the right information. Take a look at what requirements to become a model really apply, what specific steps to become a model you must take, and what’s behind the much-discussed sizes and requirements. Anyone who believes that modeling is only for certain people is wrong – as a look at becoming a model in larger sizes or becoming a curvy model shows.
Agency, Casting, Portfolio – The Way to Your First Booking
Projects like the MAYZ shoot cannot be obtained through social media alone. It requires a professional foundation: a model portfolio for casting, the knowledge of how to contact a model agency, and a realistic understanding of whether a model agency costs money. Spoiler: A reputable model agency works exclusively on a commission basis – they earn when you earn. Anything else is a red flag. Also inform yourself about how to find a model agency without fees, and whether model agencies without minimum size requirements could be suitable for you.
MAYZ in the context of the international fashion world
So close MAYZ is to its Scandinavian roots, so global is the brand’s perspective. The first collection was deliberately presented outside the Fashion Week calendar – a statement. Because the big stages, whether the Big 4 of Fashion Weeks, the New York Fashion Week, the Paris Fashion Week, the Milan Fashion Week or the London Fashion Week, attract attention, but also bring with them the pressure of the industry. MAYZ chooses its own rhythm.
Who wants to discover the label and at the same time understand how the international fashion world works, will find valuable perspectives in our article about becoming a model in London and becoming a model in New York. Both cities are gravitational centers for exactly the creative newcomers that labels like MAYZ are looking for in their campaigns.
Comparison: Mainstream Campaign vs. Indie Label Shoot
| Kriterium | Mainstream Campaign | Indie Label like MAYZ |
|---|---|---|
| Creative Freedom | Low (strict brand guidelines) | High (collaborative approach) |
| Location | Studio or staged | Real nature, authentic settings |
| Team Size | Large (30+ people) | Small, agile (5–10 people) |
| Production Time | 1–2 days | 3–5 days with buffer |
| Portfolio Value | High through brand recognition | High through originality |
| Sustainability | Often not prioritized | Central label principle |
What you can take from the MAYZ project
Fashion is more than clothing – and modelling is more than posing. The MAYZ shoot in Sweden is an example of how a brand, a model and a shoot team can create something that goes far beyond the brief. If you want to enter the modelling industry yourself, there are more ways than ever before. Modelling as a side job is an option, as is entering through agencies near you – whether Model agency Berlin, Model agency Hamburg or Become a model in Frankfurt.
And if you want to know, what minimum height modelling agencies require or what a model really earns – we have the answers. The most important step remains the same: starting.
- Serious agencies do not ask for upfront fees
- Natural locations require flexibility from the model
- Smaller labels often offer more portfolio depth
- Casting preparation is crucial
- Sustainability is becoming increasingly important in fashion
Your personal application checklist
Before you apply to an agency, you should make sure you are well prepared. Use this checklist as a starting point:
- ☐ Current photos taken in natural light
- ☐ Measurements (height, clothing size, shoe size) noted
- ☐ Portfolio or digital application portfolio compiled
- ☐ Research information about the agency in advance
- ☐ Check the agency’s seriousness criteria
- ☐ Tailor your application letter to the label
- ☐ Consider availability and willingness to travel
- ☐ Submit your application directly through the official form
Ready for your first step? Apply now and find out what’s inside you.
FAQ: MAYZ, the shoot and the way into the business
Where can I buy the MAYZ collection?
„Find Your Way – Ode to the Ocean” is currently available through MAYZ’s official online shop. The label focuses on limited editions, so it’s worth getting in early. Information about stockists and possible pop-up presentations will be communicated through the label’s social media channels.
How can I apply to be a model for similar shootings?
The most direct way is through a professional model agency. There you will be trained, cast, and placed with suitable projects. Start with a solid application – all important information about this can be found in our article on the concrete steps to become a model. A helpful overview is also available on the requirements to become a model, which clears up many common myths.
Is modelling possible without classic runway measurements?
Yes, absolutely. The industry has opened up significantly in recent years. There are specialized areas such as Commercial Modelling, Curvy Modelling, or Fitness Modelling, which have different requirements than the classic catwalk. Our article on becoming a Curvy Model shows what this path can look like – and which agencies are the right partners for it.
How much does a model earn for an indie label shooting like the MAYZ project?
The compensation at indie labels varies greatly and depends on the model’s experience, the scope of the project, and the label’s budget. As a general rule: Professional shootings are always paid – experience exchange or “exposure” as compensation is not standard in serious productions. Learn more about the compensation structure in our article on what a model really earns.
More about professional model work: Find out on cmmodels.de/modelagency/ how we connect models and clients – or apply directly as a model at CM Models.
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