...I like the creative freedom inherent in a fashion story. The object is to sell clothes but the way you go about it has many possibilities.
My background was initially in travel photography. Fashion pictures are about ‘making pictures’ not just ‘taking pictures’. You have ten or twelve pages to create a world, which can be romantic, conceptual, retro, or a movie-style narrative.
With a minimalist set you can create a sense of mystery, or a certain location can inspire a whole story. In an increasingly multi-polar world, with the fusion of many cultures, people’s identities are many-faceted.
The clothes you choose reinforce those identities in a changing world. Fashion may be ephemeral but it’s one way we tell stories about ourselves...