A few years ago, my friend Victoria Allen made a pretty bold move. At an age when most of us don’t own a house, she bought a company. No funding, not much help. Founders today often want (or feel pressured) to be the face of their brands. Vic didn’t tell many people about it. She didn’t want the brand to be about her or risk disrupting business and the company with a big announcement. She hardly posted about it on social media; she’s usually posting about more important things. She kept quiet and got to work. It wasn’t easy.

We started quietly, gently rebranding in 2023. I designed a new logo, we worked on new packaging and a new visual language, and a new image began to take shape slowly, with every shoot, bit by bit. We built it up, and then stripped it all back. Ultimately, I spent the last couple of years trying to make Studio Amelia feel more like Vic: honest, unapologetic, decisive, incisive. She can be exceptionally loud but also very quiet; she says what she means and has absolutely no filter. Multifaceted, stoic, contradictory, layered, imperfect, rough around the edges and very real: just like the women who wear her shoes. 

This page shows a selection of Studio Amelia Pre-Fall and Fall 2025 campaign and still life shoots captured throughout 2025 and 2024.