22-year-old, Leeds-based photographer Ruby Witham puts together ‘Sunny Daze’ editorial featuring designs from youth culture brand Sekkle, using advanced 360 film camera equipment. This fashion editorial is signature to the idea of celebrating UK subculture of past and present, something that Leeds label Sekkle holds close to their hearts.
Ruby’s interest in fashion photography evolved from her artistic mother and creative upbringing. She recalls “when I was younger, I was more drawn to creative subjects at school rather than anything academic. I have always enjoyed photography even when I didn’t even have a proper camera and used my Nintendo Ds or slide phone camera.” Ruby is persistent that “even though I do fashion photography, I’m interested in all different types of photography, especially fine art photography, and love experimenting with my technique and process.” She is also highly skilled in the art direction side of fashion, by being a visual learner with a keen eye for aesthetics and themes.
Often with Ruby’s work, she creates characters out of her models, through styling and makeup, and then places them in the correct setting so that the image lets the viewer in on her narrative. Aside from the 360 technology, Ruby’s idea for this ‘Sunny Daze’ project came from the outfits the models wore and how they would appear in different settings. For example, the bright yellow Avirex jacket prompted Ruby to consider which background would best complement it among the options available in the immediate vicinity.
Sekkle, founded in Leeds in 2019, specialises in locating one-of-a-kind antique clothes by coveted companies for sale and rental. The surrounding areas close to their HQ served as a great shooting location. The team wanted to do it outside to take advantage of the lovely weather, which provided great lighting for the 35mm photos.
Thanks to:
@adam.dowdy @em.ilyvictoria @jstan12 @marcus_the_marauder @slewpreme @nova_cheq