Rachell Smith, a former photographic assistant at Rankin Photography, has collaborated with By Caprice to produce the brand’s new SS12 imagery.

The photographer, who has reportedly shot for the likes of Elle, Tatler and Vogue, shot the collection at a studio in Shoreditch. It is her second ever campaign.

“She’s just massive right now,” said By Caprice owner, designer and model Caprice Bourret.

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“We see the shoots, especially for lingerie, are becoming a bit more risqué and overtly sexy. Rachell is quite a feminine, edgy photographer, so this was quite an exciting project for her... She is really great, her and her 100,000 assistants... Her lighting is so fantastic that we had very little re-touching to do. We will definitely be using her again.”

The new SS12 range comes out in December in retailers such as Next, Littlewoods, Very, ASOS, Figleaves, Debenhams and 70 independents nationwide.

By Caprice has also taken on a big, new mystery stockist, who Bourret states will help raise the company’s profile to an ‘entirely new level’. The retailer is currently launching brands in its stores and By Caprice will be the only lingerie brand.

For AW12, By Caprice will be expanding worldwide and entering into the hosiery and sleepwear sectors. This Valentine’s Day, it will also be launching a new campaign, featuring a fresh face and body. Bourret is currently looking into the ‘next little hot thing’ and is planning to go for a big American name for maximum exposure.

“We will just do what we did with Amy [Childs] and do a Valentines campaign again,” she said. “We are calling around the agents and we are seeing the availability, and how bloody expensive they are... I’m so bored of doing it. You just have to keep on working out four times a week and eating like a rabbit.”

Click here to view the SS12 swimwear imagery, photographed by Rachell Smith.

Notification: In the October edition of the magazine, the SS12 By Caprice image that we published on p.5 was not one of those taken by Rachell Smith.