In the heart of Wales, where the enchanting landscapes intertwine with rich history and folklore, Amelia Gale-Hasleham discovered her passion for photography at a young age. Inspired by the beauty around her and the works of iconic photographers, she has carved out a unique niche in fashion and editorial photography, where storytelling and creativity take center stage. From her early days of experimenting with film cameras to working on captivating projects that merge the literary and the visual, Amelia’s journey is a testament to following one’s intuition and staying true to one’s vision. Through her lens, she invites us into a world where imagination knows no bounds and where each photograph tells a story of its own.
Can you tell us about your personal journey and how you got started in
photography, particularly in the fashion and editorial genres?
I first got into photography at the young age of fifteen. I was looking at different mediums of art during my final couple of years in secondary school and came across a photography appreciation group on an ancient social media platform called Bebo. I was blown away that people my age were taking such amazing photographs and it sparked an interest from there. I used to get my friends to dress up whilst I took photos of them on an old film camera and a digital point and shoot. When I went into further education, it was then I discovered a love for fashion and editorial photography! I particularly loved the work of Arthur Elgort and Tim Walker and would feel constantly inspired by their work. I loved the creativity behind the photo shoots and the stories that unfolded in the photographs. I grew up with an interest in fashion and design where I experimented with my own outfits a lot, so I think a natural gravitation towards fashion and editorial photography was bound to happen.
What inspired you to focus on fashion and editorial photography, and how do
you incorporate elements of literature and the Welsh landscapes into your
work?
Personally for me, I love telling a story in my imagery. I’ve grown up with a love for reading and was regularly told as a child that I have a big imagination. A scene or detail from a book could be something that inspires me, and becomes something I try to reference in my work. When it comes to fashion and editorial photography, you have a lot of freedom to work around a narrative, a character or a topic. The freedom and creativity involved in fashion and editorial photography is what inspired me, and continues to do so to this day.
When it comes to the Welsh landscapes, it’s hard not to feel inspired when you live in such a beautiful part of the world. There is such a variety of locations here that can be the perfect backdrop for a fashion photo shoot or editorial. The land itself feels like it’s tied with so much history and mythology, and many of the names of places have stories tied with them too!
@ameliaghphoto
Could you share some of the challenges you’ve faced in building your career as a photographer, especially in a niche field like fashion and editorial?
Oh boy, where do I begin? Living rurally can be a challenge of itself. It doesn’t mean that you absolutely have to move to a city to become a successful fashion and editorial photographer. There are benefits to working both in a city and rurally, it just means you have to make your career work for you by putting yourself in front of potential clients and sharing your ideas/how you can help them. Putting yourself out there can feel daunting, especially when you don’t hear back or get a rejection.
However, just because things are a “no” for now, doesn’t mean it will be the same answer in the future. Keep networking and pitching yourself! How do you overcome creative blocks or moments of self-doubt in your work?
During a creative block I like to take myself away from photography, whether it’s to go for a walk or play with my cat. I also try to find the time to immerse myself in something else I enjoy, like reading, climbing, embroidery, gardening or sewing. I think taking time to do things you enjoy is important for creativity. During moments of self-doubt I tend to journal on what I’m feeling, or do a bit of exercise which usually puts me in a better mood. I think people tend to be hard on themselves, especially creatives – we can be our own worst critics! I think it’s good to look back on your work and remind yourself on how far you have come during these moments. What has been the most rewarding moment or project in your photography career so far, and why?
One of my most recent photo shoots for a brand called Sipeki. We went to Eryri (Snowdonia) National Park, the weather was awful but we embraced the elements and made it work! The rain added to the photographs, the models wet hair was a good pairing for the outfits on set. It could have been a disaster, but we all ended up having a great time on shoot. I also feel I should mention a project I worked on during my final year of university. It was a portrait series based on a group of characters from J.R.R Tolkien’s The Silmarillion, where I portrayed certain characters. My project ended up being
selected by Richard Billingham to be exhibited in the Wales Millennium Centre along with other creative graduates at the time. I had a bit of an up and down time with my work in uni, so it was an incredibly rewarding moment; and made the trials and errors worth it.
As a photographer based in Wales, how do you navigate the balance between staying true to your local roots and reaching a global audience?
I think sticking to authenticity is important for this kind of balance. People that live near to you and on the other side of the world that are interested in photography and/or fashion will be intrigued in your work and the story you have to tell. If you try to be like everyone else, you’re doing a disservice to yourself and your work.
Could you share some insights into your creative process? How do you approach conceptualizing and executing a fashion or editorial shoot?
Sure! For my creative process, I tend to let my intuition take the wheel. If there’s something I’m feeling particularly interested in or inspired by, that’s usually my starting point. It could be a book I’m reading, a season, something in nature or a person – if my mind is occupied by something, it will be what I’d like to explore for future photo shoots.
For conceptualising, I use Pinterest for mood boards; however I love using a big notebook with my ideas, sketches and scrapbook style mood boards. Working on my computer is great, but there’s something different when it comes to physically sketching out ideas, writing notes and sticking inspiring imagery that helps me envision what I would like to create. Bringing this notebook along with me to shoots is helpful for a team to look over, they can get a better idea of what I’m trying to achieve. I will also make lighting plans and consider in-camera techniques to help visualise the story I’m trying to tell. In regards to an execution of a photo shoot – communication is key. Be clear and concise of what your photo shoot is about, let your team share their ideas and feedback, and be respectful.
What advice would you give to aspiring photographers, especially those interested in pursuing fashion and editorial photography?
As cheesy as it sounds, stay true to yourself and your vision. Be open to constructive criticism, and try not to take things personally. People’s feedback tends to come from a good place, and if it’s not; leave them to it. Be respectful to those you work and collaborate with. People remember kindness and how you made them feel, so keep things professional and friendly.
Keep experimenting when you can, whether it’s with lighting, film photography or just trying something you’ve never done before. I would also advise to be adaptable to change, freelancing is one of the hardest yet most rewarding things I’ve done – and is still something I’m getting used to! The field of photography is ever evolving, so becoming adaptable is a must.
In the ever-evolving landscape of photography and visual arts, how do you stay inspired and continue to push the boundaries of your work?
I like to stay inspired by reading and consuming content of topics I’m passionate about. When pushing the boundaries of my work, I like to try something different on each photo shoot I work on. Whether that’s trying a new lighting technique, working on a new location or working with film photography; trying something new on a photo shoot helps me push the boundaries of my work and grow as a
photographer.
Lastly, what are your future goals or projects in your photography journey, and how do you see yourself evolving as an artist in the coming years?
I would LOVE to shoot an editorial with cats. I sound like a total cat lady when I say this, but shooting a fashion editorial with felines is a dream shoot to me! I’m in the works of creating a new fashion portrait series. I’m in the research stages so this may be a while until I create a photo shoot for it, but I’m very excited to get started!
Honestly, I don’t know how I see myself evolving as an artist in the coming years, but that’s the exciting part about it. I just hope I’m happy, that I never lose the joy of learning new things, and working on jobs and projects I love.
