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Sam Dameshek's Creative Process Behind 'I Was Yours'
We are excited to present our Resort '25 collection, "I Was Yours," shot by the incredible Sam Dameshek, featuring the iconic Bregje Heinen. Inspired by the sultry nostalgia of the 70s, the collection is a love letter to vintage glamour, brought to life against the dreamy backdrop of Los Angeles. To celebrate this launch, we chat to Sam and deep dive into his creative process and how he captured the spirit of the era while staying true to FAE’s distinctive vision.
Can you walk us through your creative process for capturing that vintage 70s feel in a modern context?
Sam: My process always starts with defining limitations—two walls to bounce between—that guide my direction. For this shoot, it was the 70s vibe, or more broadly, retro, and swimwear. The 70s have inspired countless modern campaigns, so my goal wasn’t to avoid clichés but to elevate them with intentional details that made the shoot unique. I worked with my art director, Wicks, and stylist, Rima, to build a deck of ideas—everything from the right car to the perfect Walkman to which designer archive we’d tap into and, of course, selecting the perfect house from thousands of options. I always say, plan 70% and leave 30% to chance. That 70%—and a few extra details I won’t bore you with—set the foundation for the shoot.
What challenges did you face while trying to authentically represent the 70s era in the campaign?
Sam: Once all the elements were decided, I realized many spanned different decades. Initially, I was concerned because I usually prioritize authenticity to one time period. But after visualizing how it would come together, I saw that focusing on taste rather than period was far more beneficial. If I could go back, I wouldn’t change a thing—60s, 70s, 50s, 90s—whatever you want to call it.
FAE has a distinct brand identity—how did you incorporate that into your creative vision for the shoot?
Sam: Lucky for me, FAE’s identity naturally aligns with my style. Bianca and I both gravitate towards an effortless sexiness that transcends how much skin is shown. Beyond the allure, we both appreciate a shoot that feels like a story, open to interpretation.
Sam: Lucky for me, FAE’s identity naturally aligns with my style. Bianca and I both gravitate towards an effortless sexiness that transcends how much skin is shown. Beyond the allure, we both appreciate a shoot that feels like a story, open to interpretation.
What do you enjoy most about working with FAE, and how does it inspire your work?
Sam: In a word: trust. FAE has always given me complete confidence, and it’s rare to find clients who do that. I’m not looking for someone to agree with me on everything—I want a collaborator who pushes back as much as they listen. That push-and-pull dynamic is what makes working with FAE special.
Sam: In a word: trust. FAE has always given me complete confidence, and it’s rare to find clients who do that. I’m not looking for someone to agree with me on everything—I want a collaborator who pushes back as much as they listen. That push-and-pull dynamic is what makes working with FAE special.
How did the city of LA itself influence the mood and direction of the campaign?
Sam: LA is a cultural melting pot, full of perfectly designed homes and classic cars. Having lived here for the past eight years, the city’s influence naturally seeps into all my work.
Sam: LA is a cultural melting pot, full of perfectly designed homes and classic cars. Having lived here for the past eight years, the city’s influence naturally seeps into all my work.
In what ways did this project push you creatively as a photographer?
Sam: Every project should push you to create something better than the last. While that’s not always the case, I can confidently say that this shoot, with the full support and resources provided, did just that.
Was there a particular image or moment from the shoot that you felt perfectly captured the vision you were aiming for?
Sam: If I had to narrow it down, the shots through the windshield of Wicks’ Porsche were everything I wanted and more.
What do you hope viewers take away from this campaign when they see the final images?
Sam: I could give some deep, poetic answer, but honestly, I’m not trying to convey any cerebral message with most of my images. I just want to create things I like and hope others like them too. I think people are too quick to search for meaning in art when sometimes, beauty for its own sake is enough. I like creating images that project a timeless, tasteful, and generally sexy world.
Sam: I could give some deep, poetic answer, but honestly, I’m not trying to convey any cerebral message with most of my images. I just want to create things I like and hope others like them too. I think people are too quick to search for meaning in art when sometimes, beauty for its own sake is enough. I like creating images that project a timeless, tasteful, and generally sexy world.
