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Articles for the Month of May 2015

Westfield Spring / Summer 2015 Campaign #todayIam

Posted on 22 May, 2015
Westfield Spring / Summer 2015 Campaign #todayIam

For Spring / Summer 2015, Westfield has launched their fashion campaign, based on the theme #todayIam, This season Westfield wants to take its campaign one step further to empower individuals to breakdown stereotypes and challenge traditional fashion rules.

With advances in social media over the past decade, we have far more ways in which we view fashion. I have always believed these new ways allow a person to easily connect. To create a style that relates to ones everyday life of who they want to be.

One of these new ways is through street style imagery. True to my own street style appeal, I took my inspiration shooting these images from years of attending global fashion weeks and shooting street style outside the shows. Each year, street style becomes more popular. In my first year shooting street style in 2011, I clearly remember there were very few photographers outside the shows. Today, I see over 100 photographers outside some the biggest shows in New York, London, Milan and Paris. The main reason for this is because of the growing appetite to see what the world’s fashion elite is wearing. These individuals are now creating trends. I have visited global HQ’s of the largest fast fashion brands and see walls of street style imagery for their own inspiration. A close friend who works at one of the largest trend forecasting companies is always telling me how street style imagery plays a major role in how they forecast future trends. These days, the fashion on the runway is equally important as what is seen outside the shows. This is created another channel for one to draw inspiration from.

With my eye, I have always taken advantage of being outside the shows during fashion weeks. Being there in person, I have had the extra advantage of seeing how fabrics and textures move and how one uses accessories in different ways from what we see in traditional media.

I wanted to show in these images that you don’t have to follow fashion rules. I have always believed that fashion choices should portray a confidence in your total look. We no longer have to imitate what we see in traditional media or what the celebrities are wearing. It’s all about how you wake up each day and dress for yourself.

For these images, I pulled looks from the Westfield closest by Ginger & Smart, Georg Jensen and Tod’s.


Posted on 22 May, 2015

If you have been following me on Instagram, you would have noticed that I have been traveling with Diesel these last few months. Together we attended key global music festivals in Barcelona, New York and Calvi in Corsica as one of their #DENIMEYE Ambassadors.The experience was absolutely amazing. Not only did I get to collaborate on this project with a great brand, I also worked with digital influencers Christina Caradona and Kristina Bazan on the project.

True to the Diesel DNA, the Women and Men’s pre-fall 15 collection is wearable, and is underscored by an irreverent cool. The festivals created the perfect backdrop. The idea was to capture Christina and Kristina (yes both with the same names) in all their glory wearing the collection including their hero eyewear sunglasses. The eyewear appropriately named #DENIMEYE, was a major focal point for the project.

The denim that is crafted onto every eyewear piece is the exact same high quality denim that Diesel is famous for in their apparel. Vintage washes, hand sewn distressed detailing, hand applied paint and dripping techniques. All of this is brought onto the eyewear range, which is extensive. I didn’t have a problem picking a few favorites for myself.

I took 100’s of images throughout the road trip and here are some of my favorites.


Shot by Lee Oliveira on tour with Diesel SPA in the USA, France and Spain.