If you’re new here, hi! I’m Elaine, Founder of onion. 

For those of you who didn’t already know, onion is a one-woman show (with the help of very supportive family, friends, and a few incredible consultants). Otherwise, it’s just me, myself, and I running the show - from operations to creative direction, and of course, photoshoots. 

Onion’s photos and art direction is something I’m extremely proud of.  

Not only do they get so much love from our community, but there’s a lot of behind-the-scenes work, planning, and coordination that goes into every single shot. To give you an example: this Erin pancakes scene took an entire setup of props, styling, and materials - and yes, I even spent the night before making pancakes at home with commissioned help from my nieces. 

There’s no formal rulebook for how to prep for a shoot. Here’s the process I’ve learned, built, and refined along the way: 

Building the Moodboard

Every shoot starts with a moodboard. My biggest pro tip: I never look at other intimate brands for inspiration. It’s too easy to get boxed into what everyone else is doing. 

Instead, I pull references from culture - past eras, high fashion, interior design, old Vogue editorials, music, and sometimes even food. Inspiration comes from everywhere, and I like to keep it fun and unexpected.

The Creative Bible

Once I have the vision, I translate it into a creative brief - basically the bible of the campaign. 

It outlines the campaign objective, lighting, set design, model looks, and a high-level shot list. I send this to my photographer and models so everyone’s on the same page before shoot day. 

The Creative Avengers

If you don’t have amazing friends who’ll help you out, you’ll need to hire the Avengers of creative roles: photographer, hair/make-up, and talent. Prices can vary quite drastically depending on experience, but I've easily spent over $5K per shoot. 

I certainly did not have this budget for all of my shoots so you have to get quite crafty and resourceful. I’ve been so lucky to work with some insanely talented photographers, and I have to give a huge shoutout to my friend Terry for his incredible work behind our lifestyle campaigns. 

Set Design & Studio Scouting

Set design is such a fun yet tricky exercise. You're essentially creating the setting for the campaign. I find that having the most manufactured set designs can look, well, manufactured and unnatural. My trick for a natural looking set is to have things be a bit messy and feel lived in - a manufactured mess :) 

Unless you’re shooting outdoors, you’ll need to find a studio space. E-comm shots almost always happen indoors. 

Some people even get creative and find spaces on Airbnb! Our most recent Fall 2025 campaign was actually shot at UBC (go Thunderbirds!). We had to sneak in some shots towards the end of summer before classes began. We got a few interesting looks from bystanders but again, you have to be resourceful! 

Location scouting ahead of time is a non-negotiable. I’ve learned it’s absolutely essential to visit the location or studio at least weeks in advance. It helps me refine the vision, discover unexpected shooting spots, and plan for any backdrops I didn’t anticipate. 

The Shot List 

This is where things get more technical. I build out a detailed shot list, including how much time is allocated to each shot. 

Photoshoots are a race against time. Models, studios, and equipment are all on the clock. The more prepared you are, the smoother the day will go. That's why it's crucial to run on a tight, on-schedule set. 

Wardrobe, Hair, Makeup + Props

I make a full list of everything that’s needed for each shot - props, outfits, hair and makeup preferences. 

Pro tip: for shoots that involve a lot of styling, I build the wardrobe out on a PowerPoint. Seeing everything visually helps plan colour balance, textures, and how each look plays together. 

And finding props? That’s a job in itself. It takes weeks to hunt, shop, and order everything just right. 

The Big Day 

So far, our shoots last anywhere between 4-8 hours (sometimes a bit longer but I try not to go beyond 8 hours). 

It takes weeks of prep, coordination, and caffeine to make it all come together - all for those perfect shots you see on our website and socials. On the day of, I feel like a conductor orchestrating all of these moving parts to create something that feels effortless, even though every detail is intentional. 

Photoshoots are some of the busiest, stressful, exhausting, and costly things to prepare for. But honestly, it's one of my favourite parts of building this brand. There’s nothing more rewarding than seeing my work and vision come to life. 

My Personal Faves

Choosing my favourite is like choosing my favourite child. But if I had to pick my favourite campaign, I'd say our Summer 2025: Home for the Summer campaign has a special place in my heart. 

From lighting to set design to styling - it couldn’t have gone any better. But here’s something I learned: despite all the planning and preparation, the best photos are always the ones you don’t plan for. I guess that’s the beauty of photography - capturing the candid moments that are least expected.

Here are some of my personal favourite shots from past campaigns. I hope you enjoy them as much as I do <3