web Behind the scenes on Papanui Estate – Honest Wolf

Behind the scenes on Papanui Estate

We are excited to share behind the scenes of our fresh new imagery from our latest campaign, shot right here on the farm—the home of Honest Wolf.
We’ve never shot a full campaign on the farm before, and it was so important to us that we captured the essence of our woollen wonders right where it all begins. It's a true celebration of nature's gift and the craftsmanship that goes into every stitch.
It was no small feat, and after months of planning, a group of talented creatives made the big journey from around the country into the hills at Papanui Estate.


The day started at the crack of dawn, with photographer Taylor Prichard and Sam scaling the hills, chasing the perfect sunrise shot.

Morning shoot on Papanui Estate

Our two models, Cam and Hannah, were styled by Tori Ambler, who pulled together looks from a mix of Aotearoa labels that spoke to our relaxed, rural spirit and highlighted the essence of Honest Wolf.

Behind the scenes of the Papanui Estate shoot

Despite a heavy downpour in the paddock and a car stuck in the mud, the day went off without a hitch. We shot in a few different areas of the farm, from the woolshed to the homestead. There were a few guest appearances from the labradors' Ted and Murphy, the sheep posed well, and the sun shone by afternoon

Papanui Estate shoot for Honest Wolf

It was such a fun, memorable day with so much effort from everyone involved, and we’re so proud of how the campaign turned out. We hope you love it as much as we do!


Sam & Soph x


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