Clara in Sweden for MAYZ: #1 Collection – “Ode to the Ocean” + Video – CM

Rough coastal winds, silvery shimmering light and a collection that breathes like the sea itself – when Clara travelled to Sweden for our agency to capture the debut of the designer label MAYZ, more than just a fashion shoot was created. A visual manifesto about freedom, nature and the power of the ocean was born. What the camera captured, you can see here – and what lies behind it, we will tell you in detail.

Overview hide

MAYZ – A Label That Takes Its Own Path

The Shoot in Sweden – Behind the Scenes

What makes this project particularly relevant for aspiring models?

MAYZ in the context of the international fashion world

What you can take from the MAYZ project

MAYZ – A Label That Takes Its Own Path

In a time when fast fashion floods the market, MAYZ dares to offer an alternative. The young Swedish designer label consciously opts for small production runs, carefully selected materials and an aesthetic as timeless as the nature it draws from. The founder and creative director of the label does not see fashion as seasonal consumer goods, but as an expression of an inner attitude. Anyone who wears the pieces from the first collection is wearing a story – the story of the ocean.

MAYZ stands for a design approach with deep roots in Scandinavia: functional beauty, reduced silhouettes, honest materials. The connection to German fashion designers and their minimalist heritage is clearly felt, even though MAYZ originates from the far north. Labels like this are the ones that show that the best modelling agencies are always on the lookout for fresh, authentic brands – because this is exactly where tomorrow’s campaigns are being created.

The Philosophy Behind the Name

„MAYZ” is not a random artistic term. It plays with the idea of the path – your own, sometimes complicated, but always honest journey through life. That is why the collection carries the programme title „Find Your Way – Ode to the Ocean”. The sea becomes a metaphor: unpredictable, powerful, beautiful and interspersed with breathtaking silence. Those expecting a fashion show and catwalk experience got something better in Sweden – real nature as a stage.

Materials and Cuts of the Debut Collection

The pieces from “Ode to the Ocean” follow a clear colour concept: Saltwater Blue, Off-White, Sandbeige and deep slate grey dominate the palette. The cuts are delicate and flowing – dresses that move in the wind like waves. Only natural and sustainably produced fabrics are used: organic linen, Tencel blends and recycled ocean plastic as an accessory material. No piece in the collection feels constructed – everything feels as if it has grown organically.

The Shoot in Sweden – Behind the Scenes

Sweden in spring is a world of its own. The nature of Scandinavia makes no compromises: the light breaks differently, the winds come without warning, and the landscape changes within minutes between dramatic and tender. Exactly this unpredictability was intended. Our team searched for locations off the tourist trails – rocky coastlines, seagrass-covered dunes, lonely wooden piers over quiet fjord inlets.

Clara, who was in charge of the shoot for us, brought exactly the energy MAYZ needed: grounded, authentic, with a natural presence in front of the camera that can’t be staged. For all those wondering how to approach such projects as a model: The first step is usually the casting at CM Models – followed by solid preparation, which you can find in the article preparing for a casting.

Location-Scouting: Sweden’s Wild Coast

The actual shoot took place over three days at different coastal areas along Sweden’s west coast. Each location was individually matched to the pieces in the collection. The flat rock formations provided perfect contrasts to the flowing off-white dresses, while the dunes picked up on the sand beige of the linen pieces. A short film crew accompanied the shoot throughout – the result is an atmospheric video that documents the entire story behind the campaign.

“Fashion that really wants to say something doesn’t need a studio backdrop. It needs truth – and that’s found outdoors, where the wind plays its part.”

Video Production: More Than a Lookbook

The accompanying video for the collection is not a classic fashion film format. It does without music overload and staged poses in favour of documentary honesty. You see Clara in motion, the team setting things up, nature in its full untamed glory. This approach is bold – and exactly what a debut collection from an emerging label needs to stand out from the Berlin Fashion Week machinery and mainstream.

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What makes this project particularly relevant for aspiring models?

Shooting projects like the one for MAYZ in Sweden are exactly the kind of jobs models are built for at a serious agency. They are not mass productions, but collaborative projects with real creative value – and they require the model to act independently, improvise and deal with unpredictable conditions. That’s the difference between someone who looks good and someone who can really model.

For everyone who wants to know how to get involved in such projects: The journey begins with the right information. Take a look at what the requirements to become a model really are, what specific steps to become a model you need to take and what’s behind the much-discussed sizes and requirements. Anyone who believes modelling is only for certain people is wrong – as a glance at becoming a model in larger sizes or becoming a curvy model shows.

Agency, Casting, Portfolio – The Way to Your First Booking

Projects like the MAYZ shoot don’t come about through social media alone. It requires a professional foundation: a model portfolio for casting, the knowledge of how to contact a modelling agency, and a realistic understanding of whether a modelling agency charges fees. Spoiler: A reputable modelling agency works exclusively on a commission basis – they earn when you earn. Anything else is a red flag. Find out also how to find a modelling agency without fees, and whether modelling agencies without minimum size requirements could be suitable for you.

MAYZ in the context of the international fashion world

So close MAYZ is to its Scandinavian roots, so global is the label’s vision. The first collection was deliberately presented outside the Fashion Week calendar – a statement. Because the big stages, whether the Big 4 of Fashion Weeks, the New York Fashion Week, the Paris Fashion Week, the Milan Fashion Week or the London Fashion Week, may attract attention, but also bring with them the pressure of the industry. MAYZ chooses its own rhythm.

Those who want to discover the label and at the same time understand how the international fashion world works will find valuable perspectives in our article about becoming a model in London and becoming a model in New York. Both cities are gravitational centres for exactly the creative newcomers that labels like MAYZ are looking for in their campaigns.

Comparison: Mainstream Campaign vs. Indie Label Shoot

Critierion	Mainstream Campaign	Indie Label like MAYZ
Creative Freedom	Low (strict brand guidelines)	High (collaborative approach)
Location	Studio or staged	Real nature, authentic settings
Team Size	Large (30+ people)	Small, agile (5–10 people)
Production Time	1–2 days	3–5 days with buffer
Portfolio Value	High through brand awareness	High through originality
Sustainability	Often not prioritised	Central label principle

What you can take from the MAYZ project

Fashion is more than just clothing – and modelling is more than just posing. The MAYZ shoot in Sweden is an example of how a brand, a model and a photography team can create something that goes far beyond the brief. If you’re thinking of getting into the modelling industry yourself, there are more ways than ever before. Part-time modelling is an option, as is starting through agencies near you – whether it’s model agency Berlin, model agency Hamburg or becoming a model in Frankfurt.

And if you want to know, what minimum height modelling agencies require or what a model really earns – we have the answers. The most important step remains the same: to start.

Serious agencies do not ask for upfront fees
Natural locations require flexibility from the model
Smaller labels often offer more portfolio depth
Casting preparation is crucial
Sustainability is becoming increasingly important in fashion

Your personal application checklist

Before you apply to an agency, you should make sure you are well prepared. Use this checklist as a starting point:

☐ Current photos taken in natural light
☐ Measurements (height, clothing size, shoe size) noted
☐ Model portfolio or digital application portfolio compiled
☐ Research the agency in advance
☐ Check the agency’s seriousness criteria
☐ Tailor your application letter to the label
☐ Consider availability and willingness to travel
☐ Submit your application directly via the official form

Ready for your first step? Apply now and discover what you’re capable of.

FAQ: MAYZ, the shoot and the way into the business

Where can I buy the MAYZ collection?

“Find Your Way – Ode to the Ocean” is currently available via the official online shop of MAYZ. The label focuses on limited editions, so it’s worth getting in early. Information about stockists and possible pop-up presentations will be communicated through the label’s social media channels.

How can I apply to be a model for similar shoots?

The most direct route is through a professional modelling agency. There you will be cast, booked and placed with suitable projects. Start with a solid application – all the important information on this can be found in our article on the specific steps to become a model. A particularly helpful overview is also available on the requirements to become a model, which dispels many common myths.

Is modelling possible without classic runway measurements?

Yes, absolutely. The industry has opened up significantly in recent years. There are specialised areas such as commercial modelling, curvy modelling or fitness modelling, which have different requirements than the classic catwalk. Our article on becoming a curvy model shows what this path can look like – and which agencies are the right partners for it.

What does a model earn for an indie label shoot like the MAYZ project?

The remuneration at indie labels varies greatly and depends on the model’s experience, the scope of the project, and the label’s budget. As a general rule, professional shoots are always paid – exchange of experience or “exposure” as payment is not standard in serious productions. Find out more about the payment structure in our article on what a model really earns.

More about professional modelling: Find out on cmmodels.de/modelagentur/ how we connect models and clients – or apply directly as a model at CM Models.