Product photography for In May: take a beach stroll with me in the Libby Set
As travel photographers specializing in storytelling for ethical brands, we're always drawn to labels that bring heart, purpose, and style together. One of our recent projects led us to the golden shores with In May, a beautiful Australian brand crafting timeless, sustainable pieces for those who chase the sun.
About In May
Established by Jamie in 2020, this slow fashion brand embodies the essence of resort wear with a conscious touch. Beginning with a focus on festival fashion, and evolving gradually into resort-style pieces that embrace a versatile, timeless 'everyday wear' philosophy, In May is an Australian label offering capsule wardrobe staples that effortlessly balance style and sustainability.
With a focus on soft, natural tones and easy silhouettes, In May channels the warmth of coastal living into every piece. Encapsulates timeless design while embracing individuality, every garment is an invitation to step outside, breathe deeply, and wear pieces that reflect a more intentional way of life. Their designs are grounded in versatility, made to be worn while watching the sunrise, walking through sandy trails, or sharing long lunches with loved ones.
In May’s focus on slow fashion aligns with their steps towards a slow-paced lifestyle — calm mornings basking in the sun, relaxing holidays, bike rides and beach getaways. Jaimi’s pieces are for anyone that wants to add to their wardrobe in a conscious manner, while expressing themselves through vacation-ready outfits.
Sustainability and Ethos
While Jaime’s initial focus may have been festival fashion, she quickly realized it didn’t align with her deeper values. Drawn to the idea of clothing with longevity, not single-event wear, she first started by incorporating natural materials like linen and cotton, which was just the beginning of her journey into a more sustainable approach. Within two years, she was all-in on the slow fashion movement, and dedicated to making a positive impact in the fashion industry.
Now, standing firmly for planet-first fashion, In May primary utilizes Okeo-Tex and GOTS-certified natural fabrics like organic cotton, European flax linen, and hemp (which uses significantly less water than conventional cotton). In efforts to reduce both industry waste and their own textile waste, they also rely on deadstock fabrics, even going so far as to recycle off-cuts and scraps into usable accessories like scrunchies. For what can’t be transformed, they partner with UPPAREL, an Australian textile recycling company. Currently a one-woman show, all garments are cut and sewn by Jaimi, but as her business grows, she plans to hire local seamstresses and provide full tracebility on who’s making which garments, and how.
Even the packaging speaks volumes: plastic-free, recyclable, and branded with a simplicity that mirrors the brand’s calm and conscious outlook. In May uses compostable mailer bags, or Kraft mailer bags/boxes, depending on what’s most appropriate for each order. Garments are shipped in FSC certified tissue paper, compostable stickers, and compostable shipping labels. In a world of fast fashion and throw-away culture, In May’s approach feels like a breath of fresh, salty air.
Fit and Comfort: The Libby SET
Most of In May’s styles are 3-4 years old. The Libby set was launched two years ago, when Jaimi went to Europe for the first time, and has remained a staple ever since. She wanted something that would be easy to throw over a bikini, stroll through the streets of Greece, and allow her to relax in the comfort of her home-away-from-home.
The Libby Top – Beige
The perfect beach throw-over, The Libby Top is an elevated staple that suits every body.
Made of deadstock cotton/linen fabric, it’s lightweight and breathable. The outer shell is 100% linen, and the white interior lining (which covers the back and chest, but not the arms) is 100% cotton, allowing you to go bra-free in the summer heat without worry about the sheerness of a light-colored fabric.
Designed with a relaxed silhouette, the boxy and oversized fit and tie up front detailing make this shirt a warm-weather essential — perfect for layering over swimwear or pairing with linen pants for a breezy, all-day look.
I’m so impressed not just by the quality and craftsmanship of of this tie-top, but by the versatility. Wear the sleeves long (they hit just above the elbow) for a carefree, easy look. Or roll them once or twice to change it up, or on especially hot days where you may not want as much fabric on the skin. I also love having the option to tie the top fully closed day-to-day (also looks cute with the top tie undone, for a little drape) or fully open when I’m strolling the beach and just want light coverage.
The Libby Shorts – Beige Stripe
Pair the Libby Top with the matching Libby Shorts to complete the look!
Fully lined, these summer shorts have a boxy fit and soft elastic waistband (with a tie that can be removed for a less-casual look). Highly functional, they features side seam and back pockets (4 in total). The subtle beige stipe adds visual interest without overpowering the simplicity of the set, making it a staple for any ethical summer wardrobe. The flowing shape is light, airy, and made for movement — whether wearing on laid-back afternoons around the house, or poolside on a warm, sunny day, it’s an easy and comfortable look!
The Libby Shorts complete the look with their soft, elastic waistband and flowing shape. They're light, airy, and made for movement — ideal for beach walks or laid-back afternoons. The subtle beige stripe adds visual interest without overpowering the simplicity of the set, making it a staple for any ethical summer wardrobe.
I know I’ll be living in this set all summer long!
Notable Details
Female-Founded: In May was founded by women, for women, with a deep commitment to slow fashion values.
Small-Batch Production: No overproduction, no waste. Just thoughtful collections made to last.
Timeless, Not Trend-Driven: Designed for longevity, their pieces are made to move with you through many summers to come.
Aesthetic That Inspires: Earthy tones, flowing fabrics, and natural textures that resonate deeply with our photography style.
Capture the Spirit of Your Brand!
If you’re a small, ethical brand looking to capture your products in adventurous, sun-drenched settings, we’d love to work with you! Our shoots are tailored to highlight your ethos and aesthetic — whether that’s coastal minimalism, playful beach days, or barefoot luxury. Ready to elevate your brand’s visual story?
