The truth is, FLAX really shines when you can see, feel, and try it on in person. There’s something about the texture of linen, the way it drapes, that needs to be experienced firsthand. But the reality of today’s world is that shopping online is just so convenient. So, our challenge becomes this: how do we showcase FLAX in a way that makes our customers feel as confident and excited as if they were with us in person?
We have to approach this challenge in two ways. First, we need to present our collections to our loyal stores. In person is always ideal, but things don’t always go as planned. A store owner might miss a regional show due to illness; a buyer might be tied up running the shop, or there could be a last-minute deadline. For all those reasons, it’s crucial that we present inspiring, concise looks that give a snapshot of all the possibilities—so they can confidently order without seeing us in person.
Next, we have to think about our online shoppers. They need details—pictures of every color, every fabric, and every style. Not just as part of a complete outfit, but as individual pieces too. Our goal is to make sure FLAX fans feel good about what they’re buying, even from behind a screen.
To meet both goals, we start by ordering one of each style in every color and fabric. Since I live in FLAX, I try on every sample myself to spot any potential fit issues that might need tweaking before the photoshoot. We also merchandise outfits, ordering additional size small samples for the models, while photographing the medium pieces on me. This allows us to show our clothes on different body types, making sure we’re presenting in a way that’s not only beautiful but also accurate and informative.
Once the samples are ready, it’s time to hit the road. Mary and I drive down from our headquarters in Central New York, while Jaime, our photographer, comes from his mini farm in Maine. In NYC, we meet up with Julie and the rest of our team, which includes amazing video techs and makeup artists—each one indispensable.
The team has become the highlight of these trips. Mary, our creative director for decades, has an expert eye for detail and is a merchandising pro. Jaime’s talent behind the camera is unmatched, and his calm, easy-going nature brings out the best in everyone. Julie keeps us organized, dressing models, managing shots, and even stepping in front of the camera for our YouTube videos. Jaime’s right hands are amazing photographers and videographers, troubleshooting and providing technical expertise. And our hair and makeup artists truly work magic, making every model feel rejuvenated and beautiful, no matter what challenge the day brings. Their skill and care go beyond the professional—they make the long days lighter and more fun.
But the real secret to our continued success is the camaraderie and friendship we share. We love our time together. Between shots, we connect over music, gadgets, current events, and inside jokes. Even after the long days, we enjoy winding down with dinner and drinks at our favorite NYC spots and the FLAX team loves to eat! Whether it’s a family-style feast at Korean BBQ or sampling everything on the menu at Mexican restaurants like Añejo, Dos Caminos, or La Contenta, we make time to enjoy the city together. Specials like all-you-can-eat steak frites at Legasea or the $15 pasta night at Osteria Morini are regulars on our rotation. For more intimate, homey meals, we visit Piccolo Angolo for authentic Italian or wrap up our week at Biddy’s Irish Pub with trivia and celebratory drinks.
The result of this hard work and genuine connection is felt through the screen. We care deeply about our clothes and each other, and that passion comes through in every image. Each photoshoot is an opportunity to bring FLAX to life for linen lovers across the world, and we approach it with excitement, dedication, and heart.