With today’s commercial state of all editorial and advertising image creation, there’s seldom any opportunity to build out a magical set capable of evolving with a storyline. Gone are the glory days of Tim Walker and British Vogue – and that’s not even a reflexive bitterness towards the democratisation of image creation, or the perceived dilution of the profession as a whole. Rather, the reality is that publications and brands have less money to spend on provoking the imagination. In today’s digital landscape, celebrity clout takes much greater priority than telling stories. So much can be done in post-production that physically constructing fantasy seems a little redundant.
So, you can imagine that working on this incredible set with the Seduce and Disney teams for their collection in celebration of the new Alice in Wonderland movie was pretty spectacular, as it was for the whole team. It’s refreshing to reinvigorate your curiosity with the other-worldy facets of your creative craft beyond the limitations of a sterile studio, or soulless street style settings.
Thank you so much, team, for having me onboard.
MODEL // Megan Blake Irwin @ IMG
PHOTOGRAPHER & STYLIST // Margaret Zhang
STYLING ASSISTANT // Georgina Ferguson
ART DIRECTOR // Al Weekes
SPECIAL THANKS // Kirrilly Sams