WHO IS The Sustainable Gentleman?
When Glenn Livingstone first reached out to me I was a little confused, a guy who was living on a remote island off the west coast of Australia working for an environment-killing corporation wanting a fashion shoot. Sounds weird right? As I got to know Glenn and learnt his story it resonated with me and where I had come from.
Not many people realise that the fashion industry is the second biggest polluter after oil, and was a major reason I left working as a fashion stylist at Conde Nast in London.
Since becoming a photographer I made the decision to stick to my ethics and values of sustainable, ethical or locally products. I have been so blessed that every client I have worked with aligns with these values.
We create a series of promotional fashion videos on the set of Identify Yourself Clothing spring / summer 16 campaign shoot. the videos were also cut to 15 seconds for instagram marketing and promotion.
"IdentifYYourself" was born out of Glenn's story. Of his message for men to identifYThemselves - what are your values? Do you understand what you wear effects the environment around us? He designs luxurious menswear made from organic cotton and produced locally in Melbourne.
Driven by a desire to create an impact far greater than money can measure. To make a difference to spread the message, to give a shit about this planet - Glenn Livingstone
For the past year I have been working with him and developing his brand imagery through photography and video for campaign, e-commerce and social media to not only execute the product to the market but also to create a lifestyle and awareness around what IdentifYYourself stands for.
I have worked closely with branding and design agency Dream & Do who developed the concept and direction. Here is a selection of images we have done as well as working with Glenn to curate his Instagram feed.
