“I’m not interested in perpetuating stereotypes” says Agnes Lloyd-Platt when talking about her approach to photography. The twenty-six year old fashion photographer graduated from London College of Fashion in 2012 and has been busy developing and refining her style.
To date her work has been fashion focused, both commercial and editorial for a range of clients including Lacoste, Ally Capellino and Hunger Magazine.
The work has a multifaceted approach, subverting traditional composition and crop, lacing every frame with bold and uncompromising colour. Lloyd-Platt’s work captures your attention by fusing a graphic playfulness with fun. That’s right, F –U-N. Lloyd-Platt wants to celebrate image making with a joyful message. A welcome break from the moody and withdrawn formula synonymous with the genre.
Accessibility is a driving force in her work. She aims to promote a body positive narrative where the models are cast based on a healthy and happy disposition. Where possible, she prefers to work with real people and their personal experiences, giving a sense of individuality and purpose to the work.
Lloyd-Platt, alongside Charlie Engman, Harley Weir and Jamie Hawksworth form a group of forward-thinking talent reshaping the language of fashion photography.
United by an experimental approach, favouring discovery and intuition while defying categorisation. All four have successfully embraced the power and autonomy of social. Blending influence and innovation, they have all removed the gap between photographer and audience, tapping into the commissioner’s sweet spot.
Recently signing to We Folk XYZ, the new talent arm of the powerhouse London photo agency, it won’t be long before the commercial world falls head over heels for this energetic and colourful new talent.
Lead image: Agnes Lloyd-Platt for Ally Capellino