Case Study
Magee 1866

Ten Years of Storytelling in Style:

Evolving Brand Visuals for an Iconic Irish Label

Over the past decade, Verver has been a trusted creative partner to Magee 1866, supporting the evolution of this iconic Irish brand through seasonal campaigns, lifestyle shoots, product photography, and branded video.

From crafting lookbooks and e-commerce video to producing polished social content and press-ready visuals, our work has helped Magee maintain a timeless, elevated presence across every channel.

A fifth-generation Donegal story in cloth and craft

Magee 1866 is a fifth-generation family brand based in Donegal, known for luxury tailoring, heritage tweeds, and a deeply rooted connection to Irish design. What began as a textile business over 150 years ago is now a contemporary lifestyle brand spanning fashion, home, and sustainability-led craftsmanship.

As Magee’s story evolved, so did their need for consistent, high-quality content—delivered at pace, and shaped by an understanding of tradition, modernity, and visual impact.

E-Commerce, Fashion campaign photography for Magee 1866

Suzy shoots both our website cut outs and lifestyle shoots. We find working with Suzy great – she is very efficient and organised. Suzy organises model, make-up and hair bookings which we find really helpful. The cut out shots are clean and reflect each product’s colour, shape and the details really well. We do 2 – 3 lifestyle shoots each year and these are amazing, Suzy captures the brief perfectly and the results are stunning. The shoots are relaxed and Suzy gets the best out of the models. We are pushing our brand image all the time – capturing our heritage but in a contemporary light and this is coming through in the shoots.

Charlotte Temple

Design Director, Magee 1866

iPad showing cut outs of fashion garments

Translating texture, tailoring and story into consistent visuals

Magee needed a creative partner who could support a growing content pipeline across collections and formats. Their goals included:

Bringing Collections to Life: Each season required fresh lifestyle imagery and campaign storytelling that captured the spirit of the brand.

Ensuring Multi-Platform Cohesion: From online retail to print lookbooks, video, and social, the content needed to work everywhere without losing quality or tone.

Showcasing Detail and Craftsmanship: With garments designed for texture, fit, and longevity, every stitch needed to be captured clearly and beautifully.

As their needs shifted between storytelling and sales, Verver adapted to offer the right creative lens each season.

Blending lifestyle, e-commerce and video into one coherent brand language

Our role has spanned both full creative production and focused asset delivery. Key areas of our collaboration has included:

1. Lifestyle Campaigns & Brand Photography
From the Donegal coast to studio environments, we styled and shot seasonal campaign images used in national and international press, print advertising, and digital platforms.

2. Lookbook and Collection Launches
We produced editorial and product imagery for Magee’s seasonal lookbooks—balancing commercial clarity with aspirational aesthetics.

3. Fashion Video & Motion Assets
We directed and shot short-form campaign videos, brand storytelling films, and e-commerce video clips to enhance the online shopping experience.

4. Consistent Product Photography
Alongside lifestyle work, Verver delivered high-quality, multi-angle product imagery and detail shots that upheld Magee’s premium positioning on their e-commerce site and with wholesale partners.

5. Social & Press Content
We produced modular content ready for social media, PR outreach, and internal brand communications—ensuring cohesive visuals across every touchpoint.

Magee Lifestyle 2020

Fashion campaign shoot for A|W 202O. Shot in Sligo

girl on mountain with pink throw wrapped around her

fashion model on mountainside wearing knit

Campaigns that travel:

press features, retail rollouts and online growth

Enduring Brand Identity
Our creative work helped Magee develop a cohesive, recognisable aesthetic across digital, print, and retail.

Seamless Seasonal Rollouts
Collections launched with fully integrated campaigns—delivering consistency from lookbook to landing page.

High-Quality Retail Experience
Branded video and product photography improved the online shopping journey and supported conversion.

Creative Partnership Built on Trust
Years of collaboration meant faster turnarounds, creative shorthand, and results that aligned with Magee’s evolving goals.

Marketing Campaign Photographer, Fashion campaign for Magee

Keeping a 150-year-old story evolving in pictures

Magee 1866’s journey from heritage textile house to lifestyle brand has been shaped by story, fabric, and vision. At Verver, we’re proud to have played a role in that transformation—helping them show up with clarity, beauty, and confidence.

If you’re building a brand that needs both strategy and soul, let’s create something remarkable. Start your next story →