The By Brizo campaign brings fashion into entirely new spaces: the kitchen and bath. Working with renowned fashion photographer Greg Lotus, Brizo sought to capture and express the idea that fashion isn’t about just clothes—it’s about an entire lifestyle.

Each ad in the campaign features a headline that speaks not only to the inspiration behind the product itself, but the fact that each Brizo product is a work of art. And much like an artist or fashion designer signs her work, so too does Brizo—with two simple words that speak volumes.

This is our signature. This is By Brizo. 

GL: I liked the idea of merging fashion into everyday spaces. I also liked that it was something unexpected. You don’t often find fashion in the kitchen or the bath—I thought it would be a great challenge.

Talk about your favorite moment from the Brizo photo shoot.

GL: I think I can speak for all photographers when I say there’s a moment during the shoot where we get a total rush of adrenaline. I got mine when we were shooting the Virage tub filler. The shot we had planned just wasn’t working so we had to start searching for a new angle and a new point of view. It makes for a tense moment, but once we found the right spot we nailed the perfect photograph to tell our story. That was the rush.

Which Brizo product line are you most drawn to and why?

GL: I really like the design of the Virage tub filler; it’s not just about these gorgeous bathtubs—the tub filler is a substantial piece that has a beautifully clever shape.

How did this photography convey Brizo’s connection to fashion?

GL: There was so much thought put into not just the functionality of the products, but into their backstories, their designs and their overall feel. All that care and attention to detail crafted a nod to a very specific time and place for each of them. I think that’s what fashion does, too.

It transports people.

How do you define fashion?

GL: Fashion is anything a person wants it to be. Everyone has a style.

What do you think it means to lead a fashion-inspired life?

GL: It means crafting a specific POV on everything you do. For me, a fashion-inspired life is one full of passion. The lens I try to filter my life through is: have fun and do what you love. And luckily, I do.

What inspires you in everyday life?

GL: I’m a highly visual person, so I’m inspired by new things—and many things—all the time. I think that’s why I like the idea of fashion-inspired; it opens the doors to finding inspiration everywhere. You don’t have to choose.

You’re known for drawing inspiration from classical paintings and life experiences. Can you share a little bit more about that?
GL: I have sort of a dual-nature about me, because I grew up surrounded by nature and then I moved to the city where I was introduced to a whole new world of experiences. The combination of those things leads me to a real love of art and beauty that I suppose finds itself in my own art, too.

How would you describe your interior style at home?

GL: My home is a total reflection of me. I travel a lot and my home is full of little things, old and new, that I’ve found beautiful for one reason or another along the way.

How would you describe the style of your studio?

GL: I actually don’t have a studio. But when I’m working I like my sets to be relaxed and calm. I rely on good communication and collaboration to achieve my best shots.

When shooting, do you find yourself working more instinctually or with a planned approach?
GL: Both. I might start with a reference, but then I always try to dig around and feel out what’s working and what’s not. I like to give it my own “Greg curve” one way or another.

What inspired you to pursue photography?

GL: It’s always been a passion of mine. I know how to see the inside of a picture, while other people consider the outer layer.

What makes a truly memorable photograph?

GL: To each his own. Everyone sees something different in a photograph. They key is making sure there’s a story to discover behind it.

So interesting to read about Mr. Lotus’ philosophy and inspiration ~ I love learning more about an artist’s process, no matter what the medium.