Ethical homeware brand Moussem, needed a selection of rugs shot for their e-commerce website

The Brief

Moussem founder, Sarah Allaoui, wanted to refresh their e-commerce website with photography that showed both the detail and full view of their products, so customers could see the uniqueness in each design.

The Moussem brand is focused on ethically sourcing handmade Moroccan rugs, with particular interest in preserving the detail that comes with handmade goods. 

"... Our purpose: preserving our collective Amazigh heritage by empowering a team of talented weavers across Morocco. In our increasingly fast-paced world, we believe there is still space for honouring heritage, slow patient craftsmanship and objects with a story." 

- Sarah Allaoui, Moussem Founder.

 We wanted the lighting to show the difference in texture of every rug, as each item was different in pile. 

We were keen not to visually sanitise the products in terms of levelling out unique design elements, for example, if any of the tassels were slightly different lengths, we chose to keep that aspect during post-production, to stay true-to-product. 

The images were to be shot, cutout and be accurate in colour and retouched. 

The final images were used for the Moussem e-commerce store, the homeware marketplace Glassette and were published in the advertorial section for homeware picks in British Vogue (March 2023).