Almost like a hidden gem, the work of the stylist is often the unsung hero of photography and fashion. Their job in constructing the looks plays a significant part in ensuring a visual conveys a desired message. With more and more football players recruiting their services, we spoke to one, Lewis Munro, to get his view of the industry and how it crosses into football.
For this feature, Lewis has produced this editorial entitled 'Liquid Dreams'. The editorial was shot on location in Sheffield earlier this year and features a mixture of street cast and signed models. Offering a nostalgic representation of the life of everyday youth, with a subtle nod to casuals culture.
Finding your way into the styling game, how did that happen? Have you always gravitated towards fashion?
It was kind of an accident to be honest! I was always in to what I call ‘surface level fashion’ growing up. The sort of facade that a lot of the younger generation still have now where you think matching your hat and trainers, or wearing the most expensive, logo heavy clothing you can afford (Or cannot, but still purchase anyways), to give the perception you’re the most stylist geezer about. It wasn’t until my mid-teens when I stumbled across an article on The Face magazine, through a copy of the NME and then on to discover Ray Petri and the Buffalo Movement. That’s when I really got in subcultures, clothes and blending different styles.
Now moving towards football, what do you make of the ever-growing cross over between football and fashion?
I think it’s a great - especially when we look at blokes. I think a lot more guys are becoming conscious of what they’re wearing. I mean it’s always been there from the glamorization of wearing the most expensive Stone Island jacket etc., as mentioned above, but I feel like it’s becoming a bit deeper than jeans, jacket and white trainers nowadays.
Even if it’s to pass judgment on items of clothing, blokes definitely know more about Balenciaga and Maison Margiela than they have before. It’s not just the players that are trying to keep up with the times anymore and it’s helped to break down the whole ‘laddish’ ideology that fashion is for girls and football is for men.
When the two worlds collide, it creates something new - what do you like about working in the crossover space?
I wouldn’t necessarily say it’s anything new, even since the second summer of love we’ve seen a lot of crossover between football music and fashion, but I definitely would say it’s nice to see it being more accepted now.
Is it a bit of a meeting of passions for you?
Definitely - I love the fact that higher fashion brands are trying to buy in to the culture too. I know people feel like it’s stealing from lower class culture, but seeing the upper-echelon of the fashion elite running round in football shirts, with tracksuit bottoms and heals is great in my eyes. I think it makes everything feel more accepting and free.
Styling is an art form in itself and more players are working directly with stylists, do you think that is only a good thing?
I think players are having a lot more input in to what they’re wearing too. Back in the day it was very plain. You’d get a couple of dodgy experimental looks from David Beckham and Djbril Cisse , but that was it really. Although saying that, I think they both helped in showing players you can also wear clothing other than smart casual and trashy high-end designer off the pitch. I feel nowadays players have a bit more of a personality and flare when it comes to fashion.
What do you think the future holds for football and fashion?
I think it’s only going to get better. At the moment we’re seeing a lot of fashion imploding in to the football world, but I’d like to see it the other way round too. More players walking runway shows and talking about clothing they like. It would be good to really break down the barrier for fans off the pitch to see that fashion really can be fore anyone.
Brands include Ace & Tate, Burberry, Clothsurgeon, adidas Originals, Farah, Wood Wood, Pretty Green, Stone Island, Weekday, Umbro x Crepe City, Daniel Fletcher. and WESC.
You can see more work by Lewis Munro here.
