Utility: Artistic Direction, Inspiration, and More

QFIN’s first-ever Photoshoot challenge allowed participants to experience the planning, execution of a high fashion editorial shoot. Groups will sign up and go through all the stages of a photoshoot over the course of a 3-day period - preparation, execution, and finalization. The finalized images will be posted on our social media, and the winning team will have a chance to be featured on our blog. The winning team for our first Photoshoot Challenge is the…Utility Team, Harry Meddings, Hayley Stone, Brendan Reid, and Owen Gurthie. We’re here to follow up with the winners of this challenge, Owen Guthrie and Harry Meddings.

Question: What does your styling process look like and how do you prioritize which pieces fit the shoot?

Meddings: Once we had our concept for the shoot we found pieces within our own wardrobes, and at consignment stores, that were in line with the look we were going for. Each outfit used in the shoot was constructed around 1-2 pieces that fit exactly with the vision for the shoot. Once we had our key pieces for the fits we filtered through our options to elevate the look as much as possible so it didn’t just look like an ad for cargo pants.”

Question: What is your inspiration behind your shoot, and where did the concept stem from?

Meddings: With baggier clothes coming back into fashion I noticed an increasing trend in people wearing clothes that could be seen on a construction site. What I also noticed is that you don’t have to be a construction worker to pull this style off. So with the shoot I wanted to display that you can metaphorically take the pants off the people who aren’t fixing the roads in Kingston, and with a bit of love put together some wicked outfits.”

Question: What are two tips you use to make models feel more comfortable during a shoot?

Meddings: Positive reinforcement! Constantly let the model know where/when they are succeeding. I find asking the models about the poses and what they think would look good with their body really increases their confidence on set. 

Question: In your opinion, which is the most crucial step in executing a fashion shoot?

Meddings: Follow a cohesive theme. If you are directing a shoot you need to make sure that each picture is cohesive, this means having a discussion with the team you’re working with about the goal of the shoot and the energy you want people to read from it. -Harry

Question: What is your must-have piece for the fall 2020 season?

Meddings: I lied above this is an ad for CARGO PANTS. No… seriously get some.

Question: Personal style can definitely influence your shoot. How would you describe your personal style?

Guthrie: My personal style is something that I like to experiment with a lot, it's dynamic and never stays the same for too long. That being said, I've always been drawn to classic workwear pieces: work pants, flannels, and baseball hats, are all staples that I find to be extremely versatile. These kinds of clothing are something I saw a lot growing up and it's always felt satisfying to find new ways to style them.

Question: Fashion inspiration can be drawn from many aspects of life. Is there a style icon or persona that you admire, and wouldn't necessarily consider a fashion influencer?

Guthrie: Kerwin Frost is a huge style icon for me. Most of Kerwin's outfits are absolutely hideous, but he's never afraid to try something new and stand out, you don't see that very often.

Question: Creative collaborations are all the rage right now. If you could work with any brand, which would it be and why?

Guthrie: Aime Leon Dore is a brand that resonates strongly with me. Aime puts a great deal of research and focus into each of their collections and they've always been great at creating garments that seem timeless without seeming played out, a hard balance to strike.

Question: The fashion industry can often be overwhelming and intimidating. What got you interested in the fashion industry?

Meddings: You can only see yourself in khaki pants so many times before you say enough is enough. On a more serious note fashion is a great way to express yourself, I like to think that it's wearable art.

Question: We know that creating a fashion shoot can seem intimidating. What advice do you have for people who want to create a shoot at home?

Meddings: Have fun! The best part about a shoot from home is that you get to decide how the shoot runs. Find something that gives you creative inspiration at home and run with it!

Thank you again to all the participants of our first ever photoshoot challange! And a huge thanks to the Utility Team, Harry Meddings, Haley Stone, Brendan Reid, and Owen Gurthie for being our winners!