The moodboards always start as fragments. A colour that feels like saltwater on skin. A half blurred photo taken while walking. A mirror catching the last bit of afternoon light. None of it is linear. It’s more like following a feeling until it becomes something you can build a brand around.
Bitty’s world sits somewhere between softness and confidence. Not shy. Not loud. More like that moment when someone looks over their shoulder and you see them the way they see themselves for a split second. That’s the energy I keep pinning to the board.
The first anchor is always fabric. Off white that feels clean without feeling sterile. Cream that looks warm on every skin tone. Textures that invite touch. Pieces that make a girl feel like she’s slipping into her own space, not a costume. The moodboards remind me that the brand only works when the clothing feels lived in rather than styled on.
Then come the scenes. Golden hour on the beach with wind pulling at hair and fabric. Night city reflections in shop windows. That in-between lighting where everything feels cinematic without trying. Models walking past a mirror and catching themselves. A hand brushing hair out of the face. Lips slightly parted while applying gloss. The moodboards let these moments breathe before they appear in a shoot.
I keep a section for movement. Loose strands of hair. Fingers on fabric. Someone turning quickly toward the camera. Nothing posed. Everything instinctive. The mood is always intimate but never forced. Like you’re watching a memory in real time.
There’s also the sexy edge that belongs to Bitty. Not in the loud way. More in the way a girl adjusts her bikini strap or lifts her shirt just enough for the piece underneath to be seen. A quiet invitation to look closer without ever shouting for attention. The moodboards hold that line clearly. Elegant. Confident. A little dangerous.
And finally, the life behind the pieces. The imaginary diary entries. The quiet mornings. The late night city walks. The feeling of being looked at and knowing you look good. These fragments guide every shoot and every design choice. They shape the version of the world Bitty wants to live in.
These boards aren’t just inspiration. They’re the emotional blueprint of the brand. Every photo you see on the site began as one of these fragments pinned together until the vision made sense.