Behind the Lens: Via Demay Shoots the Jungle Collection in Lombok

For our latest Spring collection, Jungle, we travelled to the island of Lombok, Indonesia, where the collection was captured by local photographer Via Demay and styled by our friend and creative Karissa Sparke.

Born and raised in Lombok, Via brings an intimate knowledge of the island to her photography. From hidden beaches and lush tropical landscapes to the people and culture that make Lombok so special, her connection to home comes through naturally in her work.

We caught up with Via to talk about how she found photography, Lombok’s growing creative community, and what it was like shooting the Sea Street Jungle Collection around the island.

Tell us a little about yourself.

My name is Via, and I was born and raised on the island of Lombok, Indonesia. I love taking photos, and outside of photography, I also really love cooking Indonesian food.

How did you first get into photography, and what led you to turn it into a career?

Before starting my photography career, I worked in hospitality for years, from working in hostels to managing hotels across Lombok and Bali.

Then one day in 2018, while I was working at a café, my boss asked me to take some photos for social media. I had always loved taking photos, but I had never actually used a professional camera before.

While working at the café, I started taking photos of our guests too, and that was when I realised how much I loved photographing people. From there, photography naturally grew into something more, and I’ve been in love with it ever since.

What is the creative community like in Lombok?

The community in Lombok in general is really sweet. The creative community is still quite small, but I love that about us. Everyone is always willing to help each other out and support one another.

Karissa is an amazing friend and such a creative person to work with. I also love exchanging ideas and knowledge with creative people who come to visit Lombok. It’s so much fun meeting people from all around the world, seeing how they work and learning from each other.

What do you think people might not know about Lombok until they spend time there?

I think most people come to Lombok for the surfing, but Lombok is so much more than that.

It’s the culture and the people. Life here is very humble and simple. People are easygoing and happy, and the nature is incredible. There are so many beautiful beaches, but one of my favourite places to visit is the Rinjani area in the north and east of Lombok.

It’s so green and peaceful. You can walk through the forest, listen to the birds and enjoy the cooler air. It’s such a special part of the island.

What do you love about shooting fashion and lifestyle photography in Lombok?

I love shooting fashion and lifestyle in Lombok because the images always come out feeling a little different.

Shooting here means having an almost unlimited number of amazing backdrops. There are beautiful beaches, palm trees, jungle, mountains and so many different landscapes to work with. There’s always somewhere beautiful to shoot, and it’s always fun.

What was it like shooting Sea Street’s Jungle Collection with Karissa?

Shooting the Sea Street Spring collection with Karissa was so much fun.

One of my favourite parts was actually driving from one location to another and giggling so much with the team. We had such a fun day together, and I think that relaxed energy comes through in the photographs.

There is something really special about shooting with people you enjoy being around, especially somewhere as beautiful as Lombok.

Jungle, Through Via’s Lens

The Jungle Collection is inspired by colour, travel and that feeling of being somewhere warm, wild and a little removed from everyday life. Lombok felt like the perfect backdrop for the collection.

Having Via behind the camera gave the campaign an authentic connection to the island. Rather than simply using Lombok as a location, we wanted the photographs to capture a little of the place Via calls home: its landscape, its relaxed pace and the creative community within it.

Shot around Lombok with Via Demay and Karissa Sparke, Jungle is our latest chapter of Always On Holiday.

Photography: Via Demay
Creative & Styling: Karissa Sparke
Location: Lombok, Indonesia
Collection: Sea Street Jungle, Spring 2026