A novel approach

Drew Gardner stumbled upon the idea of fashion photography almost by default. Disenchanted with his career in photojournalism and in need of something more lucrative to shoot than portraits of Britain's many eccentrics, he decided to give fashion a go. And so he did - in a big, wholehearted way. He developed a style that he calls 'Epic Fashion' which, as the name suggests, involves manufacturing scenes with a grand and dramatic feel - using scale, lighting and, most importantly, narrative. Thus he tells the tale of special agent Laura who parachutes into enemy territory in Bridge of Doom; of mysterious goings-on in The Forest, and, like many an artist, the adventures of Alice as she falls down that rabbit hole.

Holly Kyte