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

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