The word ‘iconic’ is batted around quite liberally in today’s world but there are a few people it really does apply to and Liam Gallagher is definitely one of them. So, when I was approached to take the branding shots for his fashion label ‘Pretty Green’ I absolutely jumped at the chance.
Styling these shots was pretty easy as Liam, and his fashion label, have such a distinct look about them that it made coming up with ideas, locations, lighting etc a very natural process. Alongside taking images to represent the brand as a whole, I’ve then gone on to work on numerous seasonal campaigns, fashion shows, store events and promotional projects.
Working within the fashion industry throws up more dimensions than some other areas of my work. With fashion you are selling a lifestyle, a whole aspirational package, your images are the first impression many will get of the product so it’s vital it’s shown in the very best light – quite literally.
It’s probably one of the highlights of my career to walk into one of Liam Gallagher’s stores to see photos I’ve shot hanging on the walls – a bit of a pinch me moment I’ll cherish!
