Fashion Campaign in Haarlem for CHICAMALA & MUCHACHOMALO*

5 days of professional photo and video production

I recently had the pleasure of directing a vibrant and creative underwear campaign for the Dutch fashion brands CHICAMALA and MUCHACHOMALO*. The project took place over the course of five full days at a professional photo studio in Haarlem, Netherlands, combining high-end photography and dynamic video production to deliver a complete visual package for both brands.

A Team Effort with Family at the Core

What made this campaign even more special was working alongside my daughter, Carlota Welsh, who joined the project as my creative assistant. Carlota brought not only style and vision to the shoot, but also valuable experience in the fashion world. She has previously worked as the personal assistant to the owner of MUCHACHOMALO* and spent time in Los Angeles, where she was employed at a fashion boutique—gaining hands-on insight into styling, branding, and client presentation.

As a third-generation creative—her grandfather Ken Welsh and I are both professional photographers—Carlota naturally understands light, color, and visual language. Her input on styling, set design, and direction helped shape the strong identity of this campaign.

A Professional Studio Production

Over five days, we executed a wide variety of setups and moods—ranging from clean editorial lighting to bold, cinematic shadow play. The content included:

• High-resolution photography for web, print, and campaigns

• Social-ready video clips for Instagram, TikTok, and ads

• Creative group compositions and solo portraits

• Multiple wardrobe changes featuring bold color palettes and seasonal themes

The cast featured models of different ethnicities, body types, and ages—including children, teens, and adults—reflecting the inclusive, body-positive ethos of both brands.

Who Made it Happen?

The shoot was made possible by a top-tier crew:

• Professional makeup artist – consistent, clean looks

• Producer – keeping the workflow tight and efficient

• Assistants – lighting, styling, logistics

• Carlota Welsh – creative assistant with international fashion experience

Photography with Identity and Purpose

As a fashion and portrait photographer, I’m always looking to go beyond the surface and tell stories through images. This campaign was about celebrating individuality, confidence, and collaboration—and it was an honor to lead it from concept to completion.

If you're a fashion brand, creative agency, or designer looking to elevate your visual identity through tailored, high-impact imagery, I’d love to hear from you.

📩 Get in touch via my website or email me directly at benjiwelsh@gmail.com