Summer has arrived with our latest collection
Our 2025 summer collection, Postcards From Italy, launched on Monday 12th May. All about dreamy summer days in Italy, these colours are inspired by everything we love about summer - soft pastels, vibrant pinks and ocean blues.
The Glossify team took a trip to Italy earlier in the year to capture this collection on location. For Social Media Manager Alycia, this was her first launch shoot and also first international trip with the brand! Alycia has given us exclusive look behind the scenes.
Firstly, tell us a little about your role at Glossify.
I’m the Social Media Manager at Glossify which means I’m responsible for the overall management of our social accounts. From strategy to content creation to reporting, I oversee all things social, making sure we’re posting the most relatable, educational and inspirational content for our audiences across Instagram, TikTok, Facebook and LinkedIn.
What was your initial reaction when you found out the shoot was happening in Italy & that you would be attending?
I was super excited! I haven’t travelled internationally with work before and I’d also never been to Italy so I was looking forward to visiting such a beautiful place and getting stuck into the shoot.
Who else attended the shoot?
Glossify's Head of Brand, Joely, directed the shoot which involved planning the itinerary, finding the best locations to shoot each shade and booking the models. Our two models were nail techs @byeleanorohara and @chloefaynails which comes in very handy when switching nail looks as they can also do their nails!
What was your typical day like during the shoot?
We began each day with a lovely breakfast at the hotel, then we would head off to the shoot locations.
On the first day we headed to the beautiful town of Sirmione, which had all the rustic Italian summer vibes. We then stopped off for lunch, which gave us a great opportunity to capture some food/lifestyle content as the restaurant was in a beautiful lakeside setting. We also captured some content at the hotel, making use of the pool and lemon trees in the garden.
After each day we had some downtime to look around the town and enjoy some gelato and an evening meal.
Were there any unexpected challenges behind the scenes?
As we did the shoot in March, I would say the weather was the biggest challenge. On one of the days we lost a couple of hours of shoot time in the afternoon due to rain. However, we still got lucky with the sunshine overall.
What type of content were you focused on capturing while there?
I made a social content schedule and shot list before the trip so I knew exactly what I needed to capture.
My main focus was video footage for content such as the video teaser and the aesthetic carousels, which we posted for each shade. As well as plenty of filler imagery and videos of Italy for the Instagram grid and carousels.
I also made a list of TikTok's to capture while we were out there to show a more humorous and BTS side of the trip.
How did the Italian setting influence the direction of your content?
The Italian setting gave me so much inspiration for the content. I really wanted to capture the Italian vibe - the coast, summer evenings, food etc. I asked the models to pose with different props/settings that related to Italy, whether that was an Aperol Spritz or an Italian letterbox.
I also shot some TikTok trends which related to travelling in Italy. And I did some colour swatches while we were out there to get some summery poolside shots, as well as some summer lifestyle imagery with our bottles.
Do you have a favourite piece of content from the trip?
I love the campaign image we got of Coast - it wasn’t a planned shot as we were just having lunch at a restaurant and thought the nails would look perfect with a glass of wine by the water. Equally I also love the lighthearted TikToks from the trip.
If you could relive one part of the trip, what would it be?
Exploring Sirmione - this was my first time visiting a really authentic Italian town so it was a lovely, new experience!
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