We wanted the campaign for our new, limited edition CR.CAPSULE collection to look a little different to anything we had done before. Enter Amanda Shadforth of Oracle Fox, who took the helm of the campaign’s creative direction. The result? Beautiful deep blue skies, strong architectural lines, tactile corrugated iron and a whole lot of movement. Here we go behind the scenes where Amanda talks to us about her creative vision and the path that led her here.
We love this shoot – could you talk us through the idea behind the creative?
One of the elements I love most about CR.CAPSULE is the strong focus on architectural lines, which you can see with the crisp pleating, strong silhouettes and the injection of high quality fabrications throughout the collection. With this in mind, it felt right that it should be photographed with a strong architectural backdrop. We loved the idea of shooting on a rooftop – it created a sense of freedom which is reflected in the structural design of the garments. With every shoot we do, attention to detail is really important and every component was taken into account. The roof, which we specifically selected, had a beautiful, clean corrugated structure which fits perfectly with the pleated pieces. It was the perfect location for this story and well worth spending the day in the windy weather!
You began as an artist, moved into the digital world and now combine your two passions on the Oracle Fox journal. Could you describe the journey that led you here?
Before Oracle Fox I was a visual artist and had my own boutique gallery. During the days in my studio when I wasn’t painting, I would spend my time searching the internet for inspiration and unique images. I needed an outlet for the all the beautiful images I was finding and created Oracle Fox as giant mood board. Before long I started posting personal style images and from there it blossomed into this platform for me to connect to others all over the world and share my creativity.
A lot of my photographic work at the moment is inspired by the subject matters and talent that I’m shooting. Every creative needs a muse. So much of the talent that we’ve been shooting are really beautiful, but they also have really interesting backgrounds and stories. I love tapping into their personal side and looking for the unique X factor moments we can capture through the eye of the lens.
The Journal for me is a place of pure self expression and uninhibited creativity. Collaboratively it allows me to work with some of my really good friends and creatives that I love. It's the perfect place creative freedom and storytelling.
Your aesthetic has quite naturally evolved since you first started out, how would you define it now?
I think part of being an artistic person is that you're always evolving. I entered the fashion industry almost seven years ago now and through this time, I’ve worked hard to fine-tune my skills and become more comfortable in calling myself a creative director. For me, one of the most important elements of my job is creating images that make people feel something. I really believe in the emotive power of the images and I love the challenge of creating something meaningful and long lasting.
What is it you love most about your job?
Everyday is different to the next, you never know where you’ll be in three weeks time or who you’ll be photographing and working with. I love this spontaneity and the way that social media allows me to bring the audience along with me for these adventures. The close relationship I have with my audience is so fun and an incredible honour, Oracle Fox is very lucky to have such a large and loyal following. I really stand by my creative vision and feel so lucky to have a job that involves visual storytelling, I pinch myself everyday that I’m able to do all of this while working with such incredible people and travelling the world while doing so.
Art has been a big part of your life from a young age, how does this love translate into your everyday style:
I love experimenting with my style, particularly around fashion week where you can let yourself go a little crazy. It’s not unusual for me to raid my mum’s wardrobe and dig out strange vintage pieces to mix with key pieces of the season in a really playful way. Personal style is one of the best ways to express your personality and creativity; have fun with it.
What are you favourite pieces from the CR.CAPSULE collection:
I’ve always been attracted to classic silhouettes with a contemporary twist, so for me the pleated pieces are instant favourites. I love the way they move and the unique silhouettes they create. At the same time, they’re versatile and can be integrated into anyone’s wardrobe… The long pleated pants are especially fun to wear I think they’ll be a constant of mine for a long time to come.