Strange Powers
My sister Amy's new clothing brand Strange Powers is all about that bold, mysterious energy inspired by the wild Gower Peninsula where she's based. When she asked me to handle the full branding and photography for her launch collection, I jumped at it – even though I'm more at home shooting in Pembrokeshire these days, or back in the gritty streets of East London where I spent years doing documentary-style portraits of real people in real moments. We'd hoped for some Gower sun to make the clothes glow against a dreamy coast, but Wales had other plans: one of those proper grey, overcast February days where the sky just sits heavy. We had to laugh, but I also saw an opportunity. Flat light like that strips away the postcard prettiness and forces you to find texture, mood, and honesty – exactly what my documentary background thrives on. We skipped the beaches and scouted Swansea instead. First up, a multi-storey car park where soft natural light poured through an opening at the top like an accidental skylight. Then an old Welsh pub for warmth and character to finish. With Amy's friends Martha and Teigan modeling the pieces beautifully, here's how the day came together.
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We rolled up to this multi-storey car park in Swansea, wind howling off the bay, everything grey and damp. Amy gave me a quick "Really?" look, but after years of chasing candid moments in East London's concrete underpasses and alleyways, where light sneaks in unexpectedly and you have to work fast, I knew this spot had potential.
Up on the top level, there's that big open section letting in soft, even daylight through the structure, like a massive natural softbox. No harsh contrasts, just wrap-around glow that made the Strange Powers fabrics look ethereal against the raw concrete, faded lines, and urban grit. The contrast worked brilliantly with her bold, handmade designs.
Martha and Teigan stepped in wearing the first outfits. They moved naturally, laughing about how random we looked to passing drivers, while I shot handheld, documentary-style. Loose framing, real expressions, no stiff posing. The muted light let the textures and details shine, quiet confidence in the clothes Amy created.
Sometimes the best light hides in plain sight, even in a Swansea car park.
By afternoon the drizzle had settled into fine mist, so we shifted to an old Welsh pub nearby. Low beams, dark wood panels, that warm, lived-in atmosphere you only get in places steeped in local history.
The mix of tungsten lights inside and cool window daylight created beautiful contrast: moody blues from outside, golden warmth within. Ideal for the more structured, textured layers in Strange Powers. Trousers and bags that feel intimate yet commanding. I grabbed close-ups of stitching, fabrics, and candid laughs (the girls had a game of darts and a pint).
It was the perfect closer, from stark urban concrete to cosy heritage, mirroring how Amy's brand pulls from Gower's wild energy but adds personal, grounded mystery. My East London documentary eye helped again by staying low-key, observing the vibe, letting the models and environment tell the story naturally.
That grey Welsh weather pushed us to adapt, and the shots ended up stronger, more authentic. As her brother and the photographer in West Wales who handled the full branding – concepts, direction, editing, everything – I'm seriously proud. Strange Powers is Amy's vision come to life, modeled by great friends, captured in spots that feel real.
If you're in West Wales (Pembrokeshire to Gower/Swansea) or beyond and want branding, people, or documentary-style photography that works with whatever the weather throws – especially unforced and story-driven – get in touch. I know how to hunt the light, even when it's playing hide-and-seek.
Stories from behind my lens.
