Every photoshoot I do for my brand is driven from a place of
history, creativity and individualism. My roots in this space run deep and
every shoot centres around capturing the unique qualities of women, their
individual styles and bringing them to life on a canvas that I've created.

My work is playful, it uses props and unique locations to bring it to life. So sometimes you'll see my models in scenarios that are just plain weird - but that's fine because it's not about real life; it's about fun and channelling that inner rock goddess we all want to be sometimes!

A Resurrection of Sorts 

So here's the thing... twenty years ago I graduated as a photographer and went on to work in both music and fashion. Throughout the early 2000's I worked with bands like The Libertines and magazines like Dazed (formerly Dazed & Confused) - before finally moving into marketing full time.

My signature style has always been to create punchy and saturated images that put individual and playful women at the centre- with a little provocativeness to it.

And, whilst I've been marketing other brands for the last 15 years I couldn't leave that much creative control to someone else when it came to my own brand.

It seemed fitting that I would now dust off my Nikon (its the same one) from years gone by and get back to what I love.

Meet the muses

I choose my models for their unique looks and stellar personalities. If there's one thing I've learned over the years is that models that take themselves seriously are really hard to work with. I'm often asking them to stand around for a long time, get into odd positions, wear clothes they wouldn't normally wear and so on - so if they can do that and still have a laugh I know it's going to work!

Miz

I've worked with Miz since the beginning. In fact, she was my muse for my final year degree show and features heavily in my fashion portfolio. I love Miz's energy and style and the fact she can either do the playful and sexy kitten vibe or downright bad girl vibes. I can literally throw anything at her and she doesn't bat an eyelid. I've dragged her through fields on shoots, hotel rooms and kebab shop takeaways over the years.

She also runs her own tattoo business at True North Studios where she manages a team of artists and piercers. She's a real creative soul in attitude and style.

Icey

Icey is new to the brand and is fantastic to work with. She's like a huge smiling powerhouse who just gets on with the job. On the first shoot she even started setting up the lights and sorting my kit out instead of waiting for me to reset!

I chose Icey because her look and body shape was different to Miz. I wanted to show that my designs suit a range of figures - and like me she's short and curvy. She's also got a very individual look and style that comes across perfectly on camera.

She runs her own beauty business at Icey's Beauty Lounge where she does all manner of pretty things with my nails. Which is actually really handy on shoots too!

Location is Key

Our locations are always sourced in the city centre of Birmingham; generally in Kings Heath, Moseley and Stirchley where you'll find a ton of creative establishments. They are always chosen for their aesthetic which will match the new styles coming through. I'm lucky to be surrounded by so many businesses that support each other in terms of the creative arts.

 Fletcher's Bar

Chosen for its botanical wallpaper prints and rustic wood furniture this location screamed earthy boho vibes. I used the terracotta backdrop wall to capture the Revival Wraps and the jungle print walls to showcase our sari jumpsuits. We played with the piano and the live band set up as well for a little bit of rock boho.

Unearthed Object

Unearthed Object is a fantastic little workspace where the owner, Pete, revamps retro furniture. He's got a little display area of recently reworked items which were perfect for the seventies inspired vibe of our Peace Lily Mini and Revival Wrap skirts.

Root 13

Root 13 is a fab little plant shop located in Kings Heath and sells a whole array of tropical plants. I wanted to get a backdrop for the Bali Vibes Collection as it hails from Indonesia; so sourced this creative little space to light up. Our tie-dye kaftans and kimonos really came alive here and I also used it to recreate the Sita Robe at the same time.

 The Den

The Den is a cool little bar/café in Stirchley that does brunch and local brew. It's got a ton of nooks and crannies that lend themselves to photography. The botanical and velvet front room worked really well on the Nomad Tunic and the living moss wall (which is actually created by Root 13) in the middle was used for the Portobello Skirt. It had a mix of different backgrounds from wood to moss that really helps when you're looking to switch vibes in one place.

I shoot in both black and white and colour — a creative approach that’s always felt natural to me. While it’s rare to see fashion presented this way, I find black and white to be truly timeless. The fabrics I work with are steeped in history and centuries-old traditions, so capturing them in monochrome feels like the perfect way to celebrate this. Its also the perfect complement to my signature, saturated style. Do I Photoshop my models?
Well, yes I do! I don't do this heavily I just take out tired eyes and add a little pop back to them. Because who doesn't want to sparkle.

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