While working behind the scenes, stylists play a key role in building striking brand identities and fashion narratives. ForWard meets stylist Amine Jreissati to shed light on what it takes to become a visual innovator:
ForWard: While being able to adapt their styles for clients, brands, etc. we can always feel the signature of a stylist. How would you describe your personal style?
say that just like my own personality, my shoots are often full of paradoxes. A
clash of aesthetics, shaped yet unpolished, clean yet messy. It
could be through the hair, the outfits, the make-up, the attitude or even the
context. There must be life in the story I tell, some imperfection that give it a soul. A shoot is a story, and a story with no emotions is simply boring.
where do you draw your inspiration?
AJ: From anything and everything. From the streets, from art, from imperfections, and from beauty, even ugliness inspires me.
you build an identity for a brand or a shoot?
AJ: If am
building a brand identity or working on a first campaign for
a brand (which happened to be the case with a Lebanese designer for whom I
created the first campaign ever), the major challenge is to translate the vision of the designer in one image. To create desire. To create an impact. It's not a story, it's more of a vision in one single image. Andthe
process to get to that images is the equivalent of hours
of brainstorm, of trials; it’s a
huge team sharing ideas; then you take the best out of all
F: Styling requires fashion visionaries. What does
it take to be ahead of one's time in this field?
AJ: I think
that nowadays, we are not very much ahead of time. Everything has been done, redone,
reinterpreted and revisited. We are more in the present than in
Everything is trendy, seasons don’t really exist anymore. What’s out today, is already outdated tomorrow. So what’s important today is to be able to propose a vision of how to wear stuff, how to mix them, how to make them alive and adapt them to your own personal style.
F: What is your creative process when working on
AJ: Every shoot
is different. Challenging in its own way. And the process I have for each shoot depends on the project itself. Sometimes the
model inspires me and I build the concept/story around
her. Or if I have a certain concept in mind, I
then find the
appropriate girl for that specific concept and develop it. Not to forget that it’s always a teamwork. Obviously, one should take the final decision, but what's important
is that the photographer, stylist, hair and make-up should be aligned in terms of vision.
F: Which Styling tip would you give to the readersof ForWard?
AJ: Honestly, I think that
every person should dress the way they feel comfortable. That’show
they create their own style. If one doesn't havehis/her
style it means she/he still didn't find himself; he or she is somewhat lost. So my advice would be to follow what your body
needs and what you feel mentally or physically
comfortable in. And balance (in term of colors, shape, etc.) is very important. Finally, attitude is the key to all.