I had the pleasure of shooting with a new up and coming fashion brand called Imminent.

Imminent prides themselves on their clothing range being unisex and for everyone, which is, frankly, refreshing! I really loved shooting these pieces, the simplicity of the garments and versatility of each piece really spoke to me. You can wear everything with pretty much anything and still look great doing so.

Natasha, the founder of Imminent, wanted to model some of the clothing herself, which worked well as she was a fantastic model with a great look. With one of the key aspects of the brand being a unisex clothing line, we obviously needed a male model as well. So after a bit of hunting and a casting call, I managed to find Mitch, he has a great look and found he really worked well on the day. Was up to try new things and took direction really well.

I organised for us to shoot at BEWTstudios, in Cardiff Bay, it’s a great studio and perfect for what we needed.

As Natasha was setting the brand up from scratch, she needed shots of everything, including look book images and shots for the online shop. She wanted them to be quite clean but with a high fashion “Yeezy” feel to them. I tried to keep them quite muted, this allowed some of her brighter garments to really stand out and steal the show. We had a limited time frame, but I think we got quite a lot of content from the session.