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GFF Talents: Ashleigh Jones

This week our GFF Talent shines a spotlight on the work of Norwich University of the Arts student, Ashleigh Jones. Ashleigh is finishing her degree in Fashion Communication and Promotion with her final project — an editorial which allowed her to flex her creative direction and styling skills through hyper-colourful, playful fashion imagery. Read on to learn more about Ashleigh’s work and her plans for the future.

What was the starting point of inspiration for your final project?
Throughout my degree I really enjoyed image making, being able to style and create concepts and stories of individuals for others to enjoy. At the beginning of my final year I began to explore a more surrealist side to fashion editorial and how that image can be subjectively interpreted dependent on whom the viewer is. One of my main inspirations for this was Jessica Walsh who photographs, directs and styles many of her own shoots, primarily of herself, the images were so unique and began to move forward my interpretation of what a fashion image could be.
What will the finished project look like?
My final project is a collection of editorial images that showcase my creative direction and styling. I was aiming to complete around 10 photoshoots, each with a different story and viewpoint for engagement of an audience, but still stylistically my own. The images will show my flexibility in creative direction without losing a sense of who I am, making sure all images produced can, through features, be linked to my style.

How has it evolved from your initial ideas and what have you learnt along the way?
Lots of my initial ideas were a lot of set design, and an underlying sense of surrealism that can make the audience sometimes feel slightly uncomfortable when viewing the image.  As I began my final project, it can feel overwhelming with the volume of work I was trying to produce. I soon realised I could not produce an in-depth set design for a high number of photoshoots, due to time constraints. The ability to adapt an idea to suit you and what facilities you have around you is definitely something I learned quite quickly! Working with local businesses and what facilities your university provides is so important to be able to produce the work you want to.
What is the message behind your project that you want people to take away?
I want people to know that fashion doesn’t have to be serious all the time, and there can be more depth to a fashion image than just the garment they are dressed in. My images are more playful and focus more on the story telling of an editorial, but how this story is not fixed and how a consumer can interpret the image anyway through their engagement.
What’s an aspect of the fashion industry that you’re passionate about fixing or having a positive impact on?
Diversity in the fashion industry is so important! Especially for image creators, it makes people visible and curates’ different stories and contexts depending on the individual portrayed. I believe as image creators we have the ability to show different genders, ages and ethnicities in a way that can push boundaries in a positive and thought-provoking way, this is something I would love to see more of!
What is your plan once you finish your BA?
Once I have finished my BA my main focus is gaining entrance into the fashion industry, applying for jobs and apprentice roles helping with editorial imagery. Anything from styling to direction to administration; I think it’s useful to have a foot in the door and begin trying all of the skills I have learned over the past three years. This is both really scary and really exciting.
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