Holly Lavelle

BA (Hons) Fashion Art Direction 2020

Storytelling is integral to my work, each shoot playfully driven by loud narratives, celebrating the idea process and conceptual thinking. My work aims to blur the boundaries between fashion and art, taking inspiration from a wide variety of niche subject matter, everything from my own dreams to serial killers and 70s cookbooks. The weirder the better! I like to think my style is experimental and tongue and cheek, celebrating absurdity with a light hearted approach to fashion. My work always has humorous undertones, honing in on the nonsensical in a time where everything is taken so seriously, particularly in the fashion industry.

I have a sense of curiosity in the world that I think translates into my work, using my specialisms creative direction and photography as a means of visually communicating this curiosity. Shoots are very much a theatrical experience for me, taking into consideration everything from make-up and hair to the location and set design, each small detail equally important as they all help guide the narrative of my shoots.