The Hidden Story


On 13th April, Lights of Soho and NOONEARTIST brought together a mix of creative directors and photographers to discuss ‘The Hidden Story’ behind photography and art direction.


We had Creative Director of 55Factory, Chris Sims, photographer Yakub Merchant, Director of 1883 Magazine, Jay Mitchell, fashion photographers Julian Marshall and Erica Bergsmeds.


This installment discussed current themes and trends within editorials, how to channel your creative thinking in photoshoots and articles, and discussed certain taboos and topics that are off-topic in the industry.


We also were discussing the cultural and social values in the industry and the way in which politics filters through these mediums – whether through articles, art direction and fashion editorials.


Chris Sims of 55Factory and Jay Mitchell of 1883 Magazine guided the audience on how best to find your voice and channel it in the editorial world. Yakub Merchant, Erica Bergsmeds and Julian Marshall discussed their point of view as the photographer on editorials, as well as brought their vision to life in photographs.


Julian Marshall


British born Julian Marshall completed a Law Degree at University before switching careers to follow his passion for photography. Julian’s work is honest and unpretentious, but full of humour and originality. Mixing exquisite light with the ability to draw out subtly personality, Julian has distinguished himself by working with many internationally heralded publications and celebrities including: Kate Moss, Karen Elson, Erin Oconner, Ines de la Fressange, Helena Christensen, Daisy Lowe, Emma Watson and Gemma Arterton.Vogue UK, Vogue Spain, Vogue Australia, Harpers Bazaar UK, Volt Magazine, Vanity Fair, Interview Magazine, Hunger Magazine, Nylon Magazine, Elle Uk, Italian Elle, Elle France, Marie Claire Italy, German Glamour, Sunday Times Style Magazine, The Observer Magazine.Longchamp, Alberta Ferretti, Bella Freud, Emanuel Ungaro and Temperley London



Yakub Merchant


After a decade plus in advertising, he took up photography in 2008, and it’s been an amazing journey ever since. He’s photographed some of the most interesting faces and places all over the world. Some well known celebrities in capital cities, and many unknown strangers in obscure places.  He’s moved base to London to further his international aspirations.



Erica Bergsmeds


Erica started her career in New York city, but now based in London and most of her work is published in Swedish and British fashion journals. Many fashion stories have been published in Plaza where her work was often used as covers, but more recently she has also been seen in big international magazines such as New York’s UNTITLED magazine, Noctis Mag and Austaralian Vogue’s new Beauticate… Always looking for new challenges, Erica is now directing fashion film and music videos. In 2013 her feature documentary LA Swedes was released. She is currently working on her upcoming photo exhibition.
Clients include: UNTITLED MAGAZINE, Australian Vogue’ Beauticate, Noctis, Twenty6, Plaza, German Vogue.
Brands: Tony&Guy, Aveda, Anne Summers, SONY, Universal, Island Records and many more.

The Duchess.1




1883 is a On-Going Multimedia Platform and Lifestyle Brand dedicated to showcasing the freshest emerging talent and ideas from the worlds of fashion music, film, travel and arts. 1883 is constantly evolving and pushing boundaries to exceed the expectations of a contemporary music, fashion, culture and lifestyle publication.





Christopher Sims initially formed 55factory along with Sara Darling in order to open collaboration in creative media, fashion, contemporary art and cultural views. 55factory’s name comes from the location.  A sub-terranial studio 2 storeys below ground with no natural light, much like a bunker. Placing the name 55factory avoided the project becoming attached to ego or sentiment. 55tv began as a gorilla interview station, designed for a quick tv bites and conversation items from the creative world, fashion, arts, celebrity, music and culture.


Co founder Sara Darling suggested the publication of a magazine after the development of 55tv. ’55pages’ became the magazine, functioning to be a creative vessel, ensuring collaboration across contemporary art and fashion, while embracing cultural issues with a serious agenda towards the society we live in. Over the development of 55factory, the collaboration has encountered hundreds of creatives in its union. Producing work via the 55factory platforms as a collective collaboration. Being an extremely small core team, 55factory manages to collaborate with some exiting and prolific creatives from grass roots.


The Bright Lights 
The Bright Lights series is an interactive event which brings together people from different art fields to discuss their career journey. The aim of the project is to help people become more confident and gain insightful information about their aspirations, whilst building a powerful community for young creatives.


Anna K

Visit NOONEARTIST’s youtube channel, where you can find ‘The Bright Lights’ full videos: Nooneartist group

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