I’m a creative chatterbox who tells stories without words.
The modest fashion industry is set to be worth an estimated £267bn by 2021. Young, Hijab-wearing women are redefining modest fashion for Millennials and Gen Z’ers alike but there’s nowhere near enough licensable imagery that authentically represents these women. So, we went out and made some.
We.Are is a collaboration between myself and photographer Tara Moore. Curiosity about what it means to be a young person today and a desire to contribute more diverse and authentic imagery to the tepid soup of stock photography is what inspired this project. All the images are unplanned, we meet most of our subjects on the street and have anywhere from 10 mins to 1 hour with each person.
The continued empowerment of women, coupled with conversations around toxic masculinity within our culture is motivating a new gen of men, boys and parents to review and redefine masculinity. These projects were inspired by this trend with a view to giving brands access to a more diverse range of images which better reflect these new attitudes.
Experience-Chasers on the hunt for some digital detox time are looking for experiences in far flung places as well as closer to home. Rediscovering a connection to nature or the thrill of visiting new frontiers, the motivation to get out and explore the world and switch off has never been greater or more accessible.
Empowered women are driving a global trend of third wave feminism. The desire for a more diverse and inclusive society has brought the struggle for equality into the mainstream. The social changes are impacting our attitudes to employment, gender roles, beauty stereotypes and sexism. Successful brands are part of this conversation and are using a more diverse range of stories to connect with their customers.
We’re living in an age of teenage millionaires, style-setting seniors and 40 year old first-time parents. Never has the adage - ‘Age is only a number’ been more true. These projects focused on capturing people who embody this new attitude to ageing who are breaking old rules and living life to the full.
Social Media has helped give visibility to a broader definition of beauty, Young people are expressing their individuality in ways that were previously outside the mainstream, now brands are responding. Imagery with a broader cultural diversity, authentic representations of real bodies and self expression through make-up techniques were the inspiration behind these projects.