Framing a feeling
- 1 day ago
- 2 min read
Words by Hannah Tapping
A background in design gives photographer Rachel Hoile an edge in her approach, and a deep understanding of communicating an engaging aesthetic.
Photography has always been there for Rachel Hoile: “Long before it became my work, as a teenager, I rarely went anywhere without my camera, but I never imagined photography could become a career.” At art college, Rachel found herself torn between photography and fashion. “This was before the digital camera, internet or social media and fashion felt like the more practical path. I went on to study Fashion Design at Kingston University, before working as a womenswear designer in London and after moving back to Devon, a childrenswear designer for a Cornish brand.”
Life changed and Rachel found herself looking for a new creative direction. “Someone suggested I take my photography more seriously. That was 12 years ago and I haven’t looked back.” Living in Dartington, near Totnes, Rachel feels fortunate to be surrounded by a community of artists, makers, chefs, amazing food producers, designers and independent businesses. “I began photographing the people around me and the work they created. I was lucky that this became the foundation of my photography business,” adds Rachel.
Rachel’s background in design continues to shape the way she approaches photography, with the years spent designing and styling giving her a different way of looking at her subjects and compositions. “I'm particularly drawn to businesses that place sustainability, craftsmanship and thoughtful design at the heart of what they do. Whether I'm photographing food, clothing, products or the people. Working with independent brands that care deeply about their craft is where I feel most at home, and it's the direction I continue to develop my work.”
Rachel offers fresh, contemporary photography to clients who seek a natural presentation of their brand, personality or product. It is this approach that she has become known and recognised for; a distinct story-telling style that she brings to crafters, artisans and makers. This compelling touch is equally appreciated by and well-suited to interior, food and lifestyle brands. It’s this representation with editorial-style imagery that has helped brands to engage with an audience at a higher, more meaningful level. Rachel’s work captures a mood in every shot, creating powerful and seductive imagery.
