Tamara – A Collaboration in Wahine Empowerment, Surf and Sustainability
Tamara founder, Flo, modelling swimwear from her brand.
Working with Tamara, a Pōneke-based sustainable surf and swimwear brand, was an absolute dream. Founded by welly-local, Flo, Tamara is designed for water women who seek performance, durability, and bold design without compromising on style and sustainability. As a photographer and a surfer, I was thrilled when she asked to work with me to bring their vision to life through studio, in-water, and surf imagery.
Sustainability in surfwear is non-negotiable for me. The ocean is our playground, and it's crucial that the gear we use respects and protects it. From reef-safe sunscreen, and repurposing by-products of the fishing industry, to swimwear that doesn’t harm the ocean and will stand the test of time. Tamara embodies this ethos, crafting pieces that are both high-performance and eco-conscious. Flo isn’t afraid to push the boundaries with bold cuts and vibrant colours, all while maintaining an unwavering commitment to ethical production and sustainability.
For this shoot, I wanted to capture Tamara’s essence while staying true to Flo’s vision: real, strong, empowered women who spend their days surfing, cliff jumping, swimming, and diving—whatever calls them to the water. No airbrushed, overly perfect editorial models, just raw, authentic energy.
The studio shots focused on clean, flat lighting to highlight the colours and designs of each piece.
Shot on-location out in the Wairarapa on a sunny December day, the models braved the freezing water for some action shots. The in-water imagery embraced the imperfect beauty of movement in the ocean. And for the surf shots, it was all about capturing the suits in action—riding waves and embracing the pure freedom that comes with being in the sea.
Collaborating with a brand that aligns so closely with my values made this project incredibly fulfilling. It’s inspiring to see a local business setting a new standard for sustainable surfwear, and I’m grateful to have played a part in telling Tamara’s story through their brand imagery.
If you’re looking for surf and swimwear that’s as committed to the ocean as you are, Tamara is a brand worth supporting!
And if you’re in need of your own brand photography and imagery, I would love to chat!
