Monthly Archives: July 2015

Behind the SOLE – Digital Creative

This is how you become a fashion photographer


She’s more used to being behind the lens, but we caught up with our Digital Creative Joelle to get the lowdown on her job, her inspiration and the shoes we should be looking out for this season.



Have you always been interested in photography?

I’ve always been creative and photography was the thing I was most drawn to. I started it at school and have been shooting ever since!

How do you get inspired for a shoot?

I’m always browsing brand websites and ad campaigns. I save everything I like so if I’m ever stuck I can have a look through. It also helps to go out on location – natural lighting makes such a difference. With all the different brands we have to shoot, we’re always evolving – it’s a great challenge.

What’s your favourite thing to photograph?

I love photographing people… and shoes obviously. I prefer shooting with film at home and use a Pentax 67.

What do you do on a typical day at Soletrader?

Everyday is different. I could be in the studio, on location, prop scouting or tea making.

How do you wind-down from a busy day at work?

At the weekends, I play a bit of tennis and unwind with friends at the pub. If I’ve had a long day though, I’ll schedule in a date with my main man Netflix.

What’s your favourite shoe brand?

It changes weekly! I’m loving adidas at the moment (especially the Superstar trainers) and I’ve got my eye on a pair of Birkenstock sandals.

This is where the magic happens

Do you have an all-time favourite shoe?

I’ve only really got heavily into footwear since working here – it’s so tempting seeing all the new arrivals every week and now I’m hooked.

What’s the best bit about your job?

Being paid to be creative. Having the freedom to try out crazy ideas and constantly experiment.

What’s your signature style?

Probably black skinny jeans and a pair of statement trainers. It’s what I live in.

Heels or flats?

Flats! I’m quite tall anyway and no one likes achy feet at the end of the night.

Last pair of shoes you bought?

I picked up a few pairs of Menorcan sandals from the market while I was there on holiday. They’ve been my summer staple this year.

Studio essentials

No Laces No Problem

Browse these Velcro Stan Smith trainers

It was one of the first skills we mastered when learning to dress ourselves, but tying your shoe laces is a pretty useless talent if you’re wearing this season’s latest drops.

Think Velcro straps, elastic details and easy access toggles. No, your intelligence isn’t being insulted, it’s just an easier way to get your shoes on. No awkward bending down, no need for the inevitable de-knotting and no loose laces to trip over.

Laces are so last year

With the big sports players like adidas and Nike championing the slip-on silhouette, it’s unlikely that we’ll resist for long. The first delivery of the adidas Superstar Slip On trainer sold out and is rivalling its lace-up brother for attention from the fashion elite.

Toggles are the new laces

In true Y-3 fashion, the Toggle Boost trainers push the boundaries of modern footwear design with elastic closure and an easy-to-pull toggle to the heel. A sportier way to wear slip-ons and a guaranteed talking point with everyone you meet.

Shop the Nike Socfly trainers in navy

Once something only to be mocked, Velcro shoes are back in the limelight in a big way. They’re simple, fuss-free and can be operated by even the most clumsy of hands. The wide strap of the Nike Socfly trainer is definitively futuristic, with elements of school-gymnasium nostalgia.

Stan Smith has never looked better

The snakeskin Stan Smith Velcro pack takes a classic trainer icon, adds fashion-forward snakeskin panels and makes it easier to get them on and off. It’s simple really.


Season of the snake

It’s the season of the sssnake; we’ve heard it’s the new leopard print so step away from the spots and let your head be turned by the python (faux obviously).

With catwalks covering a plethora of printed dresses, clutches and coats, we’ve been waiting with bated breath for shoes to follow and our wish has finally been answered. Wearing just one serpentine element ticks the boxes for us, but we won’t judge if you want to work the look harder. Shoes are an easy way to nail even the trickiest of trends though, so why not dip your toe into the unknown with a little flash of snakeskin.

First up, we have the Michael Kors range with neutral hues and luxe detailing, these sneakers are perfect teamed with an all black outfit.


Sneaking their way into our number two spot, adidas have updated their classic Superstar shoe with sophisticated detailing in the form of snakeskin. Perfect for adding a touch of class to your everyday outfit.


Finally, if glam-chic is what you’re looking for then check out the new range from Ash featuring glittered snakeskin slip-ons.


Shop the latest here >> 

Wimbledon Style

With Wimbledon reaching fever pitch and blue summer skies still on our horizon we’ve picked our best tennis inspired shoes to get you in the mood for the finale on Sunday, whether you’re planning to watch at Murray Mound, in front of the TV with a cuppa, or in the garden with a bottle of fizz, you’ll be scoring aces with this shoe line-up:

This classic silhouette available in a range of colours is our first pick, retro styling with a sleek aesthetic sees adidas stealing the number one spot.

SUPSTRWWLacoste embodies the elegance of tennis like no other brand. With timeless detailing and modern technology, a pair of showcourts will ensure a win in our books.


Always at the top of their game Nike have taken the all white trend to the max with a range of trainers reflecting a streamlined and simple aesthetic, perfect for relaxing on the lawns and watching a game of tennis.

juvenate copy copy

Shop our Wimbledon picks here >> 

Our top sale picks

We’re well and truly immersed in the summer season (hello sunshine!) and that can only mean one thing: the sale is upon us.

If you’re like us and festival tickets, holidays and a new summer wardrobe have drained your funds, then this will be as welcome as a cool breeze in a heat wave. Grab yourself an iced beverage (a cocktail perhaps?), sit back and trawl through our favourite picks of the sale.

Racing to the top of our sale-list, we have the Nike Roshe Run in neon pink. Brightly coloured and extremely light it’s the perfect summer option, helping to make the gym just a little more bearable.


Ombre TOMS will add both comfort and style to your shoe collection – the perfect choice for lazy summer nights.


We’re not forgetting the men out there either; you can get a pair of the Emporio Armani Cup Trainers without breaking the bank. All white trainers are what you need to see you through the warm summer months in sharp style.


Last, but certainly not least, Swedish Hasbeens will fast-track you to sandal-chic glory. This perfect heel height enables effortless after-work drinks with added fashion credentials. If only everything else was this easy.


Shop our SALE here >>