Every story starts with a vision. For The Softest Flex, it was simple: capture softness as strength. In a cosy Warrandyte home, the living room became our canvas. Every corner hummed with purpose.
Steph, our social media specialist, moved quietly through the space, catching the laughs and in-between moments that tell the real story. Paul, laptop in hand, guided our models (Trang and Urshula) with calm direction, making sure the camera didn’t just see fabric, but feeling.
Tom, our Head of Design, hovered nearby with an eye for detail, checking that every fold of the Slideaway Sofa Bed Linen stayed true to the story we were telling. Meanwhile, Amanda and Ken, our founders, moved through the space with gentle encouragement, making sure the home felt lived in, not staged. Their presence grounded the shoot, reminding us that Eva has always been about people before the product.
Trang brought Lavender to life with ease, moving into yoga poses between takes that felt both soft and powerful. Watching her was like watching strength disguised as calm.
Then came Urshula, sinking into Fern and Cashew with a kind of comfort that demanded attention. For a moment, we almost wanted to drop the cameras and join her.
Of course, not everything went to plan. For the close-up fabric shots, we borrowed a teammate’s hand to show the linen’s texture. It was a small, funny reminder that shoots are never as polished as they look on screen.
Soon after, the living room was filled with laughter, clapping, and dancing. What started as a shoot became a celebration of softness, in all the ways it can be strong, joyful, and alive.
The Softest Flex is more than linen. It is a reminder that softness is not fragile. It is bold, warm, and quietly powerful.
