Click on to the website or Instagram account of Brisbane-based fashion start up Jericho Road Clothing and you’ll see a riot of colour, fun patterns, and classic styles.
And you’ll also see a few familiar sights. Toowoomba’s vibrant First Coat walls were the backdrop for a recent photo shoot for the brand – and it was by a Toowoomba photographer.
Record scratch.
Let’s back up a bit.
Once upon a time there were three sisters named Louise, Kate and Chloe. They lived about 20km outside of Queensland town Blackall, on Jericho Road. Life was good. They rode horses and played in the mud and enjoyed a quintessential bush childhood.
When they grew up, all three girls went to uni – Louise to Rockhampton, Chloe and Kate to Brisbane – and all three studied to become teachers.
Yet all three had a creative itch that just had to be scratched.
So Louise – after a stint back out west and some time in England – moved to Toowoomba and took up a special education teaching job. She also taught herself photography and started a family and wedding photography business on the side.
And Chloe and Kate stayed in Brisbane and started Jericho Road Clothing.
Designed by the two sisters and ethically manufactured in China, the brand was only established last year and is already turning heads. They’ve found stockists as far and wide as Melbourne, Auckland, Dalby, and Long Jetty, while if you want to get your hands on Jericho Road here in Toowoomba you don’t have to go any further than Florence and Marabel.
Photographer Louise said they’d already done a shoot at Brisbane’s botanic gardens, but knew that Toowoomba’s CBD would be a perfect backdrop for the label.
“I love the CBD because of all the rejuvenated laneways, there’s a real hip little vibe starting to develop,” Louise says. “All the artwork is amazing. I am always showing the girls photos and they love the artwork as well, especially the big David Bowie-inspired piece. So that’s why we did Toowoomba. It’s all so close; you can park in one spot and walk everywhere.”
Louise said the brand reflects both of her sisters’ love for fun prints and bright colours.
“They are focusing on dresses at the moment and are looking forward to their upcoming Hong Kong trip to meet and talk with the manufacturer. It’s growing rapidly and the girls are looking forward to releasing their next range of bold prints. By meeting with the manufacturer, they can look at all of the fabrics available and deliver affordable, quality dresses.”
Fun, bright, colourful, real – these must be family traits, because that’s how Louise describes her photography.
“I like being able to capture real families, real moments,” she says. “Something I love doing is documentary style in a person’s home. To capture your life at that point and the little things that we don’t think are special but in three years your kids are grown and aren’t doing that any more.
“I enjoy going to a commonly photographed spots but trying to find a different angle. For example, when I go to the Japanese Gardens we won’t do a red bridge shot. So I always say, look through my photos and make sure you like my style. Candid, real, fun, colourful; I hope people see it as that.”
Fun and bright family photography by Louise
A Toowoomba CBD wedding by Louise
At Walton Stores
Louise shot this wedding at the Japanese Gardens
Louise herself!
Louise is available for family, newborn, engagement, graduations and weddings, and says shooting couples is something she really loves.
“Being a teacher and a mum there is something special about taking time out to just work with couples. When a couple asks you to photograph their wedding, it’s a big deal! I certainly don’t take it lightly.
“I think I get just as excited as the bride when discussing particulars. I feel privileged and I want to make sure their wedding day runs as smooth as possible. It’s important to get to know the couple and make sure you are on the same page. One of my favourite parts is the actual pre-wedding meetings, over coffee of course.”
Louise says squeezing photography, four days teaching and parenting into her days is hectic, but she describes herself as a hectic person anyway.
“Every weekend we do lots of stuff as a family and always come into the CBD. We like Ground Up and The Finch and Walton Stores is my new favourite. Especially with kids – lots of variety in the one spot, which is great. And now Nitrogenie has opened up that’s even better.”
Louise is booking up fast for 2017, so if you’d like a shoot send her a message on Facebook and check out her website and Instagram @llehmannphotography.
And be on the lookout for more Jericho Road Clothing shoots featuring Toowoomba. Visit jerichoroadclothing.com.au and see if you can spot local jewellery brand Kenzie Collective’s earrings styled with Jericho Road dresses on Instagram too!
All photos courtesy of Louise Lehmann
