How One Woman Launched Her Fashion Business With Only an iPhone
One of the most rewarding aspects of the internet is how easy it’s made finding new talent and telegraphing talents of your own across the globe. The technology that’s debuted alongside it—hey there, mobile phones, tablets, and laptops—has only contributed to that easy access, launching endless new opportunities for industries like fashion.
A perfect example of this lies in the story of EDTN, an up-and-coming creative content service shot exclusively on an iPhone 6. Founded by freelance stylist and consultant Danielle Nachmani, who’s worked with brands as diverse as Christian Siriano and The Row, the company is quickly garnering attention for its candid imagery that features a slew of the coolest models styled in the most covetable laid-back fashion. Unlike many ad campaigns, which often feel too fantastical to replicate in real life, EDTN showcases brands in a manner that’s equal parts accessible and aspirational. Sure, the models look super cool, but it’s the kind of cool you can try out for yourself—and we’re all about that.
Apparently, some of our favourite brands were too—EDTN has shot campaigns for the likes of Jennifer Fisher, AYR, and Solid & Striped, and that list is likely to grow big-time in the next few months. We spoke to Nachmani, below, to find out exactly how she does it all with just an iPhone, and what the perks are of that less-is-more routine.
Scroll down to find out what she had to say…
WHO WHAT WEAR: Why did you decide to start EDTN?
DANIELLE NACHMANI: I have been a stylist for 10 years, and although I love it, I wanted to find a new way to be creative in my work and have it be [entirely] my own. The concept of EDTN developed through testing out photographing and conceptualising shoots that I’d wanted to do for a while. I was fortunate that brands and magazines took an interest in it solely from me posting the images on Instagram.
WWW: Everything you shoot is amazingly on an iPhone 6. What are the perks of working this way? What about some of the challenges?
DN: It allows me to be super dynamic, in that I can pretty much shoot anywhere without the limitations of a traditional photo shoot. I’m able to run around and shoot in natural settings that would be difficult to capture or get approval to shoot in if I wasn't using my phone. I haven't run into any real disadvantages.
WWW: Do you edit your photos, and if so, what programs do you use?
DN: The VSCO app—I used it on the first shoot and haven't stopped using it since. I think part of the beauty of EDTN is that the photos are shot and edited with tools everybody has access to.
WWW: Other than an iPhone, what are the “key ingredients” of an EDTN shoot?
DN: In addition to shooting everything for EDTN, I creative direct, style, and cast all the shoots. I have my hand in every element and work closely with the brands that hire me. Another factor is that EDTN shoots are really intimate—there are never more than four people on a shoot, which I think plays a huge role in the natural aesthetic of the final images.
WWW: For a new company, you’ve worked with some incredible brands like Jennifer Fisher, AYR, and Solid & Striped. How did those relationships come about?
DN: I had close working relationships with these designers as a stylist prior to launching EDTN, so it was very cool to have them reach out to collaborate when I first launched. Jennifer was an early supporter of EDTN; she was the first jewellery designer that loaned for an editorial shoot EDTN did, so it felt really special to have our first ad campaign be for her S/S 16 collection.
WWW: You’ve also worked on editorials for the likes of Vogue Australia and Buro 24/7. How is that experience different than styling and shooting for a brand?
DN: EDTN approaches all shoots the same way, whether it’s for a brand or editorial. The goal is to always tell a story through beautiful imagery, whether that’s highlighting one designer or a variety.
WWW: Were there any formidable experiences earlier in your career that gave you the confidence and/or knowhow to launch EDTN?
My work as a stylist, specifically earlier on with designers like The Row, Osklen and Misha Nonoo, [taught me] how to collaborate with designers on making their vision come to life. I feel confident meeting with designers and conceptualising a world via EDTN where we can showcase the clothes in a special way.
WWW: What does the future of EDTN hold? Are there any brands you’re dying to work with?
Continuing to build EDTN in creative ways, and collaborating with brands and magazines I admire. I’d love to work with Apple and shoot an iPhone 6 campaign.
WWW: What advice would you give someone hoping to strike out on their own with a company like EDTN?
DN: “Be concerned about doing good work. Protect your work, and if you build a good name, eventually that name will be its own currency.” — Patti Smith