For our SS25 campaign, Maaike Riemens - founder of the Amsterdam-based creative studio Everyday Aesthetics - joined us on a trip to Lanzarote. Inspired by the island’s landscape and atmosphere, she translated the journey and the personal stories of our team into visual narratives. In this Q&A, she shares insights into her creative process, highlights from the trip, and how the surroundings shaped her work.
Could you tell us a little about yourself and how your creative journey has led you to the work you're doing today?
My name is Maaike Riemens, and I run a creative studio called Everyday Aesthetics in Amsterdam. Since I was a kid, I’ve always been fascinated by magazines and old family photo albums. I had a red binder, and I remember spending hours cutting out images and pasting them in, creating my own little worlds. I knew from a very young age that I wanted to work in fashion. After completing a fashion education in Amsterdam, I worked for a fashion brand for a few years. The company was growing quickly, and it felt like a playground where I could explore every aspect of how a fashion business operates. I learned so much, from design to photoshoots, to collection presentations, experiencing the full creative cycle. When I later started freelancing, I realized that creating images was my true passion. I love telling (visual) stories, starting with research and building a narrative that fits a brand’s identity.
During lockdown, when everything slowed down, I had the opportunity to work on a special issue of Vogue. This issue allowed room for collages, artworks, and poetry, and together with a small, amazing team, we created something that felt free and creative. After my collages were published in Vogue, new creative collaborations started happening and collage-making has now become an essential part of how I create images.
Could you walk us through your creative process and explain how you approach your projects?
I collect a lot of photography books, love visiting museums, traveling, and getting inspired by everyday moments. Staying curious is at the heart of everything I do; it’s the spark that fuels every project. Before I start, I always love to dive deep into researching the brand. When I come up with shoot concepts, it’s a mix of research (looking at what’s happening in the world and what’s important for the brand) and giving myself space for creative freedom. Coming up with ideas and moods is a very intuitive process.
When I work on artworks and collages, it’s 100% intuition, and that’s exactly what I love about it! I print images, collect all kinds of paper and pens, and dive in (like a child). Often, the best things happen by accident: when the ink cartridge is almost empty and a print comes out faded, or when a pot of ink spills and leaves a big stain. Those little accidents often lead to the most surprising and beautiful results. Those imperfections open doors to surprising and meaningful creations.
When I worked with Blush and the team, I immediately felt a strong connection. It inspired me to create a journal that reflected all the fun and love that went into this trip. Hopefully, everyone who sees the pictures and artworks will feel inspired to go out and explore the world, too.
Which piece of artwork from the Blush shoot in Lanzarote is your favourite, and why?
I don’t have just one favorite artwork, for me it’s the journal as a whole that makes this project really special. It’s all about telling a story. Lanzarote was such an inspiring place, like nothing I had ever seen before. What I found most interesting was capturing that mood in the journal, along with everyone’s personal experiences. Hopefully, it reflects just how incredible this trip was, and how inspired we all felt while creating this story together.
What are your travel essentials - the items you always have with you and can't live without?
I am know for always carring straw bags (summer and winter), I have them in all sizes. So I think that’s an essential for me. Always traveling with notebooks and pens. Great for notes and little scribbles. I love jewellery, so that’s a great match with Blush. Always wearing the same necklace, when you can’t bring a lot of clothes you always have something nice on you. Same for lipsticks, I have so many and in every bag I find 1 or 2. For me, it’s a simple way to feel put together, especially since I love to travel light.
Looking ahead, are there any themes or concepts you would like to explore in future projects?
I feel very happy with my work and the inspiring people I get to collaborate with. Creating the journal for Blush was so much fun, and I truly enjoyed the process! That said, my mind is always buzzing with ideas. One thing I’ve been dreaming of for a while is creating a small book or zine featuring my own artworks and collages. For me, it’s not just about creating, it’s about the ongoing journey of discovery, research, and connection with others. As long as I can keep exploring, sharing, and bringing ideas to life, I’ll feel incredibly fortunate.
