The Art Of Brand Storytelling At Christmas With Stylist Alice Walker
Alice Walker, shot by Helena Dolby for 91 Magazine
Introducing stylist Alice Walker. There’s a good chance you already know Alice, or at least are familiar with her work. Alice is in demand for brands, big and small, looking for images that deliver compelling visual storytelling. Her client list includes Organic Zoo, Orna Candles, Molly Meg as well as M&S, Penguin and H&M. Before becoming a stylist full-time, she worked for media agencies including News International and Saatchi & Saatchi.
Alice has an eclectic eye and a talent for creating beauty from simple, natural and humble materials, she can find the potential in items that others often overlook or discard. The images she creates for her clients are full of distinctive character, rich with emotion and show that brilliant branding doesn’t require a big budget.
Q: We’d love to know how you approach storytelling at Christmas - is there a specific process you go through to tell a story that feels unique to each brand?
A: I try and mix up the process every time mainly down to the fact I have a very creative brain and can’t really follow rules or do the same thing every time. I tend to start things off by creating physical vision boards or pulling together pages of visual references. Once I have seen what I am styling, taken the brief and looked at the colours and tones, then I start exploring what inspires me. My approach is to keep ideas fresh and pair products with the right props and textures. I’m always thinking about how I can move the brand story for a client, to deliver something beautiful and impactful, but without changing the story too much.
Q: What is your biggest challenge when styling festive shoots? And what is your favourite part about working with brands at Christmas?
A: I really look forward to seeing what the brand has designed and made. Sometimes you are the first person to see the items so it’s lovely to see it all ahead of launching. The biggest challenge is getting into the festive mood in the summer months. This tends to be when Christmas campaigns are shot. There is a lot of digging through archives, old books from charity shops and visiting car boot sales. Although there is an importance to look at trends, what will please and inspire people - it’s still very important to sieve through everything, come up with new colourways, textures and fabrics but get to a point where it all sits nicely together. And when it does come together, this is my favourite part.
Q: You have a really distinctive minimal style that still manages to feel beautiful and generous, how do you select and use props in your work to tell a story?
A: That’s very kind. I spend a lot of personal and work time sourcing items. I could pick things up from anywhere. I try and avoid the tip because I really would use anything (even rubble!) I will find things and my brain will just start to tick and deep down I know certain things will be good one day as a prop. Often when I’m both styling and photographing, I start with all the props on a table and build the scenes from there. Removing them, shooting them, re-adding them again to ensure everything works together and captures a moment, feeling or story. I often give my mum a call at the allotment for fresh produce to use. A lot of it really is instinct and being able to experiment and play over the course of a week which is why shoots can sometimes take a little longer than normal to deliver images that are meaningful.
Image: Orna candles, styled & shot by Alice Walker
Q: Natural elements invariably feature in much of your work, how do you use nature and the seasons to inspire ideas? Is the natural world something that has always inspired you?
A: Absolutely. My styling career started out when I used to forage on walks. I would style tables and little nooks with old wildflowers, use pressed leaves and stems for flat lays, find big sticks fallen from big trees back in London and use them to hang things from in my old flat. The natural world gives a lot back to me, I use it for inspiration every day. Whether it’s the sunlight, shadows, to the colours and tones in flowers.
Q: How does working with a brand that has a clear and strong brand story help when it comes to styling? Is the brand story something you often refer to?
A: It really works both ways. It is always lovely to work with a brand that has a clear direction and story, and people who can write you a clear brief. On the other hand, I work with a lot of brands who have a blank canvas, they have no idea what visuals they need for their products, and you can get creative by forming new ideas. It’s really fulfilling to problem solve for anyone needing fresh ideas, often simplifying things and going back to the drawing board. But I really appreciate and admire those brands that stand out, and I love helping them move ideas and their story on, in a consistent way.
Q: Can you share some other brands with storytelling that you particularly love? And is there a brand with a story you'd love to work with?
A: There are so many. From the high street brands like Toast who always create earthy and comforting campaigns, I love Garbo and Friends too. To mid/smaller size companies like Sleepy Doe and of course Organic Zoo. I have loved seeing the launch of Glassette, adding some fun into their curation of products and styling.
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