How did you approach the shoot?
Well, UMd came to me with the project’s theme, of digital identity, and the idea of technology and how people interact with it. I didn't want that to translate into sterile futurism but I also didn't want to go full retro. I think that's a little bit tired, too literal. I wanted to achieve a balance - to create this weird in-between world, taking elements of the past, present and future and mashing them together, a world in which people interact with vague technology in a vague ways. I was inspired by a lot by the early days of the Internet - dreamy 3D-scapes, spheres, cubes - the late 80s, early 90s, when all of those ideas were really starting to ramp up.
Kind of like Tron and The Lawnmower Man?
Yeah, and films like Johnny Mnemonic, when the idea of a digital future was very new and exciting and therefore totally outlandish. When I was walking around the city [of London] looking at architecture, I was trying to reference that, or create a similar kind of world. Prototypical cityscapes, corporate art, man-made waterfalls- really any architectural details that felt either slightly dated or vaguely futuristic. Although I've been to London once before, this was my first time photographing the city. Not being familiar with the city was an advantage - it was easier to create this in-between world, as everything felt new and I could piece together chunks as it suited me. I'm really hoping that when people look at the photos there's not too much instant recognition of place, because I didn't want that. I wanted the setting to be hypothetical and the models to be its protagonists, interacting with their strange digital technology and wearing Unmade sweaters. I very rarely use narrative - even one this vague - in my personal work, so it was fun to toy with that a bit.