A woman seated in vajrasana with palms together behind her back, on dusty pink and purple Liforme mats styled with plants and cacti against a pink backdrop
Close detail of hands clasped in a bind over crossed legs, resting on a pink Liforme mat printed with its AlignForMe alignment guide
Overhead view of bare feet standing on a charcoal Liforme mat, its AlignForMe alignment lines visible, styled with a singing bowl, mala beads and crystals on a wooden floor
A woman kneeling with hands in prayer at her chest, smiling, on a pink Liforme mat in a plant filled room

Liforme: Purpose Led Photography for a Yoga Mat Brand

Lifestyle photography for eco conscious fitness and yoga brands

There is something lovely about photographing for a brand like Liforme. You feel the mission behind every product: the eco conscious materials, the years of refinement, the deep rooted belief in yoga as a force for good. When I photographed their lifestyle shoot, the brief was simple, capture the soul of the brand, so the images lean on natural light, unfiltered moments and real people connecting with their practice.

What I love about this kind of work is the balance between form and feeling. We showcased the AlignForMe system by letting the product live in the flow of practice rather than sitting still for a lay-flat, allowing the printed alignment lines to naturally reveal themselves as the pose settles into place. The result reads as connection rather than product placement, a visual story that speaks to a genuinely conscious consumer.

This is a commissioned brand campaign rather than part of the main yoga portfolio ring, so it sits closest to the rest of my yoga and movement photography and the triyoga pre-launch shoot, another commissioned job built the same way. See how Commissions work if you would like to brief a shoot like this.

If you are a wellbeing or fitness brand with a real mission behind the product, I would love to help you show it.