Anél Heyman’s Spring Edit 2025, captured by fashion photographer Shell Eide, tells the story of a woman savouring a rare moment of freedom and beauty. This narrative highlights Anél’s artistry and craftsmanship as a headwear designer, with each piece created to make women feel confident and empowered. Through Shell’s lens, the campaign reveals how Anél’s handcrafted hats elevate the everyday —bringing the elegance of Spring 2025 to life in a way that feels both relatable and real.
Last Sip of Elegance
She steps through the pub doors, the low hum of conversation wrapping around her like an old friend. The races are over, and the thrill of the track fades behind her as she enters a new kind of space—solitude. For the first time all day, she is alone. No little voices calling her name, no tiny hands to hold, no responsibilities tugging her in every direction. Just her, a quiet drink, and a rare moment to exhale.
She finds a cosy corner table near the window and sinks into the chair, taking a delicate sip. The warmth of the pub envelops her, the soft glow of the lights casting a gentle ambience. After a moment, she rises and walks toward an old mirror on the wall. Her reflection meets her gaze—elegant, effortless. The black slip dress skims her silhouette, while the bold orange fascinator adds a playful edge.
For a fleeting moment, time pauses. She belongs here.
She takes another sip, trying to hold onto the feeling a little longer. Tomorrow will bring early mornings, school runs, and endless to-do lists. But tonight, she is here, soaking in the quiet luxury of the evening. She feels radiant, confident, and completely herself.
As her eyes wander the room, memories of the day at the races return—moments filled with laughter, adrenaline, and that ever-present pull of responsibilities waiting at home. But now, wrapped in the stillness of the night and dressed in her carefully chosen outfit, she feels lighter.
The fascinator isn’t just an accessory. It’s a symbol of self-expression, of reclaiming identity, of the woman she longs to be. With each sip, she’s reminded how a beautiful piece can elevate more than just an outfit—it can lift the spirit. The sculptural headpiece and the graceful fall of her slip dress reflect a deeper desire: to feel alive, to feel beautiful, even if just for one evening.
As the night unfolds, she raises her glass in a quiet toast to this moment. A reminder that taking time for herself isn’t a luxury—it’s essential. It’s about honouring the beauty that stirs her soul and wearing pieces that reflect her strength, her elegance, and her ever-present spark.
Eventually, she knows it’s time to return to her hotel room, to close the day and her fleeting escape. As she walks through the door, she takes a deep breath, savoring the air one last time. It’s a mix of freedom and fulfilment, a quiet moment to reflect on the joy she’s experienced. She smiles softly to herself, knowing she’ll carry this feeling with her, ready to embrace whatever comes next.
So here’s to all the women who juggle it all yet still find time to feel beautiful. Let this story inspire you to step into the night, to wear that special hat, to feel that beautiful dress, and to reclaim your moment of freedom. Because you absolutely deserve it.
Anél Heyman & Shell Eide:
Bringing the 2025 Spring Edit to Life
For the 2025 Spring Edit, milliner Anél Heyman and fashion photographer Shell Eide set out to create more than just a campaign—they wanted to tell a story. A story that honours the beauty, strength, and individuality of real women. Through their collaboration, they reveal how a simple piece of elegant, handcrafted headwear can make a woman feel confident, beautiful, and free.
Anél, a master of millinery design, creates more than hats—she crafts expressions of personal style. Each piece is designed to empower women, offering them the freedom to embody their own unique elegance. For this seasonal edit, Anél created designer headwear for women that exudes sophistication and intention, perfect for special events or quiet, personal moments alike.
Working alongside Anél, Shell Eide brought this vision to life through her photography and art direction. Known for her ability to capture raw, authentic moments, Shell's work allows the spirit and personality of each subject to shine.
This campaign focuses on one woman—a mother—who represents the heart of the edit. It’s a quiet celebration of who she is—unfiltered, elegant, and entirely her own.