Douglas Friedman for La Maison Simons

Douglas Friedman turns the camera on himself for La Maison Simons. Friedman models looks from the Canadian retailer’s Spring 2012 campaign with supermodel Kirsty Hume. Hume poses in looks from designers including Alexander McQueen, Christopher Kane, and Herve Leger in the colorful images. Friedman wears designs from Paul Smith, Comme des Garçons Play and Marc by Marc Jacobs.

Friedman was originally asked by Simons to photograph only the women’s campaign. However, a month before the shoot the retailer asked him to shoot the men’s campaign as well. Wanting something different, Simons asked Friedman to shoot a series of self-portraits that could be woven into a cohesive narrative with his shots of Hume. The photographer used a 30-foot cable release and mirrors around the camera to help capture each self-portrait. Friedman calls Hume “an incredible beauty and so good to work with,” and adds “at the end of the day when we did a shot together she made it easy.”

Watch a behind-the-scenes video of the shoot here.

See more of Douglas Friedman’s photography here.