Graeme runs his own communications agency in London and is a regular contributor as a stylist to magazines such as eye_C, sabukaru.online, Orientier Magazine, and Original shift. Lately, he has developed a growing interest in photography and creating photo content himself.
Follow Graeme on Instagram @graemegaughan
A bit of a creative Swiss army knife… haha
Tell us a bit about your city’s climate. What are your three favorite spots - in the summer, in the winter (outside)? What is your favorite method of transportation and why? How do you prep for bad weather if you spend time outside?
London is a city where you can really experience all four seasons, however these seasons may not always appear in the correct seasonal timing… we have had snow in April, for example, in recent years. It's becoming much harder to predict. My favorite mode of transport is a bike. I am not a fan of public transport if I am being honest, I like to be in charge of my timetable, and with a bike, I know how to navigate the city and how long it takes. However, it does mean I need to be prepared for changing weather conditions. Weather apps are a daily check for me.
My favorite spots are firstly the area I live in, northeast London or Walthamstow more specifically. It has everything for me. Close proximity to nature (Epping Forest), a great mix of people & cultures, and it's close enough to central that I can ride to my office or studio. My studio is in London Fields, which I find a nice spot from a work perspective; it has a lot of great spots to eat, drink, and do meetings, etc., in the summer. And finally, central London for me is always interesting at any time of year; the clash of history and progress always offers something new to see or be inspired by!
What are you wearing today? Why are you wearing it, and did you have a particular weather scenario in mind when choosing this piece? What do you love most about your GORE-TEX product?
This is a Norse Projects jacket from their AW23 collection. I love its coach jacket-like shape, which, for me, gives a bit more of an overshirt style of shape. It works well for commuting via bike, which is my modus operandi. I love how lightweight it feels while retaining its GORE-TEX performance DNA.
Where and when did you get this... Do you have any special memories connected to this item? If you could go anywhere, where would you like to take this piece?
This item is perfect for when I am navigating the city in this transitional part of the season via bike. Whether it’s meetings or dropping back samples, etc., for my next shoot. It’s super practical and has a slightly more formal vibe than a standard shell jacket.
Norse (Projects) is a brand I have admired for a long time. A long-time user of GORE-TEX, what they do may seem simple from afar to many. But when you really dive deeper into their product, there is a world of detail and utility built into their wardrobe staples. And I would say in the last few years, we are seeing a real renaissance of Norse Projects.
Why do you think functional clothing has gotten more popular in recent years?
For various reasons, but for me, I see performance wear as a tool firstly. It is designed for a purpose… but when you see garments evolve to embrace the combination of style and performance, that’s the key right there. And a lot of brands in recent years have adopted that approach to their visual & design language. Consequently, we have seen garments designed for the outdoors shed the stuffy or clumsy dad styling (although I kinda love that) and become more in tune with evolving fashion styles. I also think the pandemic sped up this evolution as people really had the time to reconnect with nature or see how it could help them get over certain mental hurdles.
How do you define the term “comfort” in clothing, in particular technical apparel?
I think it's a difficult thing to define; what’s deemed comfortable for some is perhaps not for others. But if I had to, I would say being able to regulate body temperature is super important. I hate being too hot or too cold.
What are you looking for in the next six months, and what challenges do you see that you’re excited about?
I am looking forward to getting behind the camera more. I have spent a lot of time with photographers whose personal style I admire a lot. Both styling and Art Directing. And I make a point of always listening and learning to what’s going on. I have a couple of editorial and client shoots under my belt now, and I am excited about the evolution of this additional part of my toolkit.
