For our SS25 campaign, Maaike Riemens — owner of Amsterdam-based creative studio Everyday Aesthetics— travelled with us to Lanzarote. There she drew inspiration from the landscape and the island atmosphere, translating the trip and the personal stories of the team into visual narratives. In this interview with Maaike, she shares her creative process, highlights from the journey, and how the surroundings shaped her work.
Tell us a little about yourself.
How has your creative path led you to the work you do now?
My name is Maaike Riemens and I run a creative studio called Everyday Aesthetics in Amsterdam. From a young age I was fascinated by magazines and old family photo albums. I would spend hours cutting and pasting images and stored them in a red folder — creating little worlds of my own.
I also knew early on that I wanted to do something with fashion. After studying fashion in Amsterdam, I worked for serveral years with a fashion brand. The company grew quickly and felt like a playground where I could explore every aspect of the industry — from design to photoshoots to collection presentations. I learnt so much.
When I later started working as a freelancer, I realised that making images is my true passion. I love telling (visual) stories: starting with the research, building a narrative that connects with the identity of a brand.
During lockdown, when everything came to a standstill, I had the chance to work on a special issue of Vogue. There was room for collages, artworks, and poetry — and together with a small, wonderful team we made something that felt expressive and genuinely creative for Blush SS25.
When my collages were published in Vogue, new collaborations followed. Since then, collage has become an essential part of how I create images.
Walk us through your creative process. How do you approach your projects?
I collect photography books, love visiting museums, travel a great deal, and draw inspiration from everyday moments. Staying curious is at the heart of everything I do — it is the spark that sets each project going.
Before I begin, I immerse myself fully in the brand. When it comes to developing shoot concepts, it is a mix of in depth research (looking at what is happening in the world and what matters to the brand) and allowing myself genuine creative freedom. Coming up with ideas and the creative vibe is a very intuitive process.
When I am creating pieces of art and collages I work entirely on instinct — and that is exactly what I love about it. I print images, gather all kinds of paper and pens, and simply dive in (like a child).
The most surprising, meaningful of beautiful things often happen through little unintended accidents : when the ink runs out and a print comes out faded, or a pot of ink tips over and leaves a huge splash.
Working with Blush and the team I felt an immediate connection. That inspired me to create a journal that captures and reflects the love and joy of this trip. I hope that people who see the images and artwork feel inspired to go on discovery journey’s of their own.
Which artwork from the Blush shoot on Lanzarote is your favourite, and why?
I don’t have a single favourite artwork — for me it is the journal as a whole that makes this project so special. It is about telling a story. Lanzarote was such an inspiring place; I’ve never seen anything quite like it.
What I found most fascinating was capturing the atmosphere in the journal, bringing it together alongside everyone’s personal experiences. I hope it reveals just how extraordinary this trip was, and how inspired we all felt while being there.
What are your travel essentials — the things you always have with you?
I am known for my straw bags — summer and winter alike, in every size. They are definitely an essential for me. I always travel with notebooks and pens, perfect for jotting down notes or quick sketches.
I am a huge fan of jewellery, so Blush feels like a natural fit. And I always wear the same necklace; so that even when you can’t take much with you, you always have something beautiful.
And lipsticks — I have so many. In every bag there is always one or two. For me it is a simple way to feel put-together, especially since I like to travel light.
Looking ahead, are there particular themes or concepts you would love to explore in the future?
I feel genuinely content with the work I do and the inspiring people I get to work with. Creating the journal for Blush was such fun and I loved every part of the process. That said — my head is always full of ideas.
One of my dreams is to make a small book or zine with my own artwork and collages. For me, it is not just creating, but about the ongoing journey of discovery and connection with others. As long as I can keep exploring - sharing, and bringing ideas to life, I’ll always feel incredibly grateful.
