Can you give us a brief introduction of yourself Holly?
Hi! I'm the creative director of Apartment 12, a brand visuals and management agency in Melbourne. I also work as a freelance photographer on smaller more experimental projects.
A conceptual interpretation of some of our current collection pieces shot by photographer & creative director Holly Graham.
I tend to wear different versions of the same thing most of the time and definitely prefer dressing for the cooler weather rather than warmer. You'll typically find me in a cotton or silk shirt with cotton or silk pants - and a blazer or trench when the weather permits. I like to incorporate a drop of colour to my usually very black/neutral wardrobe palette by adding a brighter bag or beaded necklace.
Can you talk us through your work as both a photographer and creative director? How did this come to fruition?
While I have always been more creative than anything else, I began this work quite late, comparatively (to others in my industry). I was 28. I didn't study nor did I even consider this as a career for myself until it became one. I spent the former years of my 'adult' life in the film & television industry, working on the other side of the camera and travelling the world in between gigs ( sounds more glamorous than it was). I did odd jobs wherever I was based but nothing felt authentically 'me' until I started playing with design and image making. I like to think my work resides where art and commerce intersect. The junction between storytelling and selling something. When I first started this work, I made a commitment to myself not to get caught up in it all; to be selective and considered with the clients I take on. It would have been easy to get swept up in working for bigger corporations (and I have) but that work never fills my creative cup in the ways that projects closer to the ground do, and in turn, I have less to offer. It's important to me to believe in what I am doing (or selling) and it's evident when I don't.
Some of my work can be found here and Apartment 12
What does a typical week in your life look like as a creative?
I have chosen to slow things right down in the last year, while I balance things in my personal life; health and family first. I really tried to keep momentum with it all at once, but I'm simply not someone that can do it all. When I engage with something or someone, I give all of myself, so that means compartmentalising (a favourite and well-used word in my vocabulary).
When I was at my busiest, creatively and professionally, I would often be in multiple cities in a week and on multiple jobs in a day. It was fun and stimulating but lonely at times too - the novelty of a hotel room wears thin when you spend so many nights alone in them. I gave up the Apartment 12 office/studio last year too - it was like a second home and a place I tended to spend more time in than my real one. It was great to have a space to work as a team on bigger projects and "compartmentalise" my work days. There was always something happening in the neighbouring offices too which was nice to be amongst. For the moment, I work 3 days a week and it's mostly from my home studio when I'm not shooting elsewhere. Or, on occasion, at a local cafe for in personal meetings. While I sometimes miss the buzz that busyness and travel brought with it, I don't think I could do it in the same way again. I am still looking for that happy medium though.
What has been your favourite creative work to date?Talk us through the ideas and the process.
Gosh, that feels impossible to answer. A few years ago, a friend and client gave me full creative license to create a short film for her brand's launch. It was very trusting of her and also of the many talented crew that believed in the concept and helped bring it to life. I wrote, directed and produced the 3 minute film and felt very proud of it. I loved pushing myself into corners I hadn't been before - like music and sound direction - and learned so much in the process. I haven't jumped back into the short film space much since then, but I do have plenty of ideas, so we'll see what next year brings.
Who inspires you?
My mother. I lost her when I was barely out of my teens, but she continues to inspire me in unexpected ways.
Architecture inspiration right now?
My partner and I visited Naoshima, off the south coast of Japan earlier this year. The "Art Island", as it's referred to, has been almost entirely designed by architect Tadao Ando, whose work I have been a long time admirer.
He embraces the idea that buildings should not inhibit their surroundings, instead they should work with them. The most awe-inspiring for me was the Chichu Museum. Meaning "under the earth", the museum was built into the ground as opposed to atop, to not obstruct the landscape. It houses pieces by artists the likes of Monet and James Turrell, exhibiting the contrasting classic and contemporary with faultless curation.
Who is your favourite artist?
I can't say that I have a favourite, but the first artist that comes to mind is the late Ruth Asawa. A Japanese- American wire sculptor, that survived internment during World War II. I fell in love with her artistry first, but her story makes it all the more remarkable. She was sent to camp for people of Japanese descent when she was 16 and stayed there for 3 years. It was during that time that she learnt to draw.
How do you plan to fulfill your creative desires for the rest of 2024?
With only a couple of weeks left, I better get my skates on! I think now, the focus is on the new year. I'd really like to challenge myself on a technical level and step more out of my comfort zone. I know what I know, and I know that well...I'm ready to push some boundaries and perhaps embrace some of the things that I've been afraid to do. I am going to fulfill that by just starting.
Holly's favourite pieces from the latest Capsule 10 collection are the Classic shirt in Bone and Ines wool trousers in Caramel stripe.
