#DistinctGeneration
Fashion is a thriving industry that impacts the way we all dress and present ourselves. But there is more to fashion than simply just the articles of clothing that are produced. The fashion industry is made up of many creative aspects from models, designers, publicists, make up artists and photographers`. All of these people play a role in moulding the industry and creating the change in trends. In Ireland there has been a steady flow of up and coming successes, many of these are professionals from a younger generation, a distinct generation. We have taken a focus on these creatives and have dubbed them ones to watch for the near future. #DistinctGeneration is about celebrating this success and inspiring other’s to follow suit.
In the first of a series of conversations with a new generation of creative’s on the rise in Ireland, we were lucky enough to sit down with up and coming fashion and portrait photographer Alex Sheridan, fresh off the plane from Miami, Florida. Recently announced as the winner of Oasis’s Shoot/Style/Smile competition run in conjunction with Ireland AM. Alex shot the brand’s 20th Birthday campaign which is currently on show in Oasis stores nationwide. Named recently by U Magazine as One to Watch for 2015 we are certain this is one name you will be hearing a lot more of in the coming months.
Alex, at such a young age you seem to be making quite an impression as one of Ireland’s young, up and coming creatives in the industry, can you tell us a little bit about where your passion for photography stemmed from?
I got into photography through skateboarding, I was always shooting photos of the tricks the lads I skated with were doing. I used to skate a lot, and still do, so I was always out shooting photos, which was good practice for the technical side of photography.
A lot of young people wonder how to break into the industry, particularly where to even start. Is photography something you went to college to study or is it something you have taught yourself?
I’m pretty much self-taught, I actually went to college to do a BA in photography last year but dropped out after a couple of weeks because I didn’t like the course and felt I could do a lot more if I left. (A decision I’m very glad I made!)
When I was starting out I learned a lot from YouTube and various online workshops, there’s a huge amount of resources available online. And last year I was fortunate enough to get to assist photographers I look up to here in Dublin, it’s always interesting to see how different photographers work on shoots and learn from them.
When you are out shooting—how much of it is instinctual versus planned?
Most of my shoots tend to be pretty instinctual or spur of the moment ideas. Usually I’ll send a mood board to the team or model involved to give them an idea of the style/mood I’m going for, but I don’t make a shot list or anything like that. I think that comes from the skate photography background, which is pretty spur of the moment as you have very little control over the subject and environment you’re shooting in.
Do you feel you have found your own individual identity and style yet as a photographer and how do you feel your work has evolved from when you started?
I think I’ve found my own style and identity over the last few months, I’ve been shooting a lot since I got my studio in January which has helped build my own ‘look’. But as a photographer your style has to constantly be evolving, you can’t shoot every subject in the exact same formulaic way, it gets boring and your work will begin to look stale. This time last year my portfolio was completely different and probably had a very different or less-evolved style to it, and in a years time it will have evolved and progressed more.
From a creative standpoint, why is photography so important to you?
It’s important to me because you’ve got so much control over what you do. You have control of what you shoot and how you choose to shoot it. It’s exciting. It’s an amazing feeling, often I can’t sleep before a shoot because I’m so excited. It changes how you look at everything. I’m always thinking about it.
You have done quite a few different styles of work. Is there one style that you prefer more than others?
I used to go through phases where for weeks I’d only want to shoot skateboarding and wouldn’t even think about shooting fashion, and vice versa. Right now I’m really excited about shooting fashion and shooting with models. I still shoot a lot of skating but more so as personal work at this stage.
Knowing what you know now, What is the one thing you wish you knew when you started taking photos?
I wish I spent more time looking at magazines and the work of accomplished photographers instead of spending hours going through Flickr or other online photo sites. They’re good for getting feedback for your own work but bad for developing your taste. When you’re starting out you tend to be easily influenced, and if you’re only looking at the work of people on the same level as you, you’re probably not going to progress very quickly.
What has been your highlight so far and how has it impacted your career?
I think that would be winning the Oasis ‘Shoot/Style/Smile’ competition in November. I entered the competition last minute not really expecting to get far, but made it through each stage and into the final two. For the final task we had to conceptualize and shoot a campaign with our assigned team (a model and stylist who we hadn’t met before) to celebrate the brand’s 20th year of business in Ireland. We found out on live tv that we had won the competition, and our campaign was featured in Oasis stores around the country as well as in various publications. The whole process of the campaign made me believe that I can actually make a career for myself as a photographer as well as bringing publicity to my work which was great!
Do you have a favourite image and what is the story behind it?
My favourite image is probably from my most recent shoot with Manon Steele @ Elite Miami. It was one of those shoots where it felt like everything went right. It was super relaxed, myself and Manon just strolled around Miami’s South Beach and shot wherever we thought might look good. Shooting in Miami was amazing, and I can’t wait to get back there again in the near future.
And finally, what advice would you give to young photographers looking to follow in your footsteps?
Shoot lots of photos and assist. I think the best way to improve as a photographer is to be constantly out shooting, it will help you improve technically and progress creatively. And if the opportunity arises, assist a photographer you look up to. You will probably learn more in one day than you will off any internet or college course.
All enquiries contact Alex Sheridan [email protected]