From Simbarashe Cha, founder of Lord Ashbury…
In case you haven’t noticed, I’ve spent the final week of 2013 reinventing Lord Ashbury. You might read the word “reinventing” and see the site’s slightly new aesthetics and think that’s exclusively what I mean—but in fact, my aspirations so far outreached what Lord Ashbury previously accomplished that it became a necessity to dream up something functionally new. In January of 2012, I started a blog with no real idea of what it was going to be about aside from the fact that I would use my camera and do something “fashionable”; I spent the second half of 2012 and the first half of 2013 trying “establish” myself in the street style world, but when I realised how overrun fashion week had become, and how many friends I had that were picking up cameras and trying to build curative worlds via Tumblr and the like.
My motivations shifted.
I spent the last 6 months staring endlessly at my website, at my friends who are also peers who shoot for publications like W and Vogue and New York Magazine and their work, at the opportunities that were laid out in front of me, at my own strengths, weaknesses and challenges. My colleagues at my former job began asking me with greater frequency why I was in an office when my photography work was growing more focused by the day. I eventually lost my job and photographed a collection for Rebecca Minkoff the very next day. Some people believe in signs, and some people don’t—but I knew that day on set that that was where I needed to be, the universe said so. Turning Lord Ashbury into something that is more a reflection of my identity with fashion is something that needed to be done.
And so here we are.
While a project like this is always work in progress, it is my hope that the evolution of my relationship with fashion, style and the industry at large will be an even greater inspiration to many of you in the coming year, because it will be different: the way I present content, my images… Think of it as an expression of my soul to you. Thank you for reading, thank you for your continued support, and thank you for following Lord Ashbury.
Simbarashe Cha for Lord Ashbury.