Now in its third season Tod's No_Code, the capsule collection created by Italian heritage brand Tod's in collaboration with visionary editor Jefferson Hack, returns to the city where he and Rankin co-founded Dazed & Confused and continues to live, work and be inspired.
Turning the focus from in front of the camera lens to behind it, six of today’s most exciting London photographers interpret the Tod’s No_Code spring/summer 2013 collection through their own distinctive visions. From the candid to the stylised, the images capture No_Code with all the exciting individuality and defiant attitude that defines the UK capital.
Here Dazed Digital gains a further insight into the inspirations behind each photographer’s take on the collection and asks them what makes London the most exciting place for creative expression today.
Dazed Digital: What do you hope viewers get from your photographic take on Tod’s No_Code spring/summer 2013 collection?
Jamie Hawkesworth: I wanted my images to give off a subtle sense of honesty and the idea of how you can interpret fashion using anyone. I felt it was important to explore outside of London. Being a photographer working in London, I always find it really beneficial and inspiring, to take time away from the city. So I kind of tried to interpret it in a very personal and honest way. London is also always the place I always end back at.
DD: What is it like being part of London's exciting new generation of imagemakers?
Sarah Piantadosi: I can’t tell you how excited I am to be part of the new generation. I feel like so many of us have done the time. You know, making teas and coffees, lugging around gear, spending countless hours in front of a screen (truly countless). It’s our time to be the image makers, the eyes of a new generation.
DD: In what ways does London inspire and influence your practice?
Mathias Sterner: The variety of impressions. Buildings, people, surroundings. Every day you witness something new, see new faces, and get engaged in interesting conversations with people from different places in the world.
DD: What’s your interpretation on Tod’s No_Code spring/summer 2013 collection?
James Anastasi: Tod’s No_Code combines a real understanding of a classic British gentry style with the punk defiance and modern edge London constantly provides. My photo is all about attitude. I'm using an obvious fashion aesthetic, but giving the guy a menacing air as well. I want people to think: "That guy looks cool as fuck... is he going to fight me?" It's something I think is really synonymous with London, that ambiguity.
DD: What is the significance of the barbershop setting for your shoot?
Michael Hemy: This barbershop is owned by a very sweet Turkish man, called Osman in Clapton Pond, east London. Barbershops are a very reflective part of the city’s autonomy, east London’s culture and are full of amazing local characters.
DD: What’s the best thing about London to you?
Liam Warwick: There is something really contemporary about London, something that you don’t see in any other city. There are so many talented creatives piled high all around – there is always a new idea.