Behind the scenes look at fashion photographer Matthew Ryan’s shoot with IAM GENERIC and boutique Disorder

This week was all about the future of fashion, but whilst hundreds of people flocked to Graduate Fashion Week to see the next big thing, a creative team was coming together to put their stamp on the industry. Bonafide Supernova managed to get an exclusive behind the scenes look at a quirky fashion shoot showcasing the hidden geniuses making their mark on the fashion world.

Spearheaded by fashion photographer Matthew Ryan, the shoot combined emerging talent and underground favourites immersed in the culture of Birmingham. With a disused retail unit in The Mailbox as the perfect backdrop – creating a raw and edgy atmosphere along with striking, radical make-up, the shoot certainly commands your attention. As a photographer with years of experience, Matthew Ryan had a strong vision, taking inspiration from the shoots location he wanted to capture the lighting and skeletal like structuring of the interior unit and reflect it through geometric shapes and monochrome colour featured in clothing. The two brands that helped create Matthew Ryan’s vision? New kid on the block IAM GENERIC and underground heavyweight, Disorder boutique.

IAM GENERIC is a unisex label from one of my favourite upcoming fashion brands called HAUSOFGENIUS. I first encountered this brand about eighteen months ago and have watched the label, IAM GENERIC, grow from strength to strength – gaining cult status on ASOS marketplace and then being snapped on the likes of Ortise Williams from JLS and members of The Wanted and One Direction. The appeal with IAM GENERIC is its complicated simplicity – its neutral pallet (the whole range is based on the colours black, white and grey) juxtaposed with spurts of colour within bold printed graphics automatically reflects a sense of uniformed uniqueness. I like to think of it as a set of stylish contradictions, its worn by women and it can be worn by men, it’s very regimented with its choice of hues but still manages to tease you with its bold prints, for all intent and purposes the label is comprised of ‘generic’ t-shirts, ponchos and sweatshirts but is transformed into so much more.

With so many subtle elements wrapped up into one label I can see why Matthew Ryan selected IAM GENERIC. Known for its curious prints and sharp silhouettes Disorder was also clearly an obvious choice for this shoot.

I first remember encountering Disorder about ten years ago – the fact that it is an independent boutique, hidden in the heart of the city and has still managed to remain open is testament to its devoted owners and their acute interpretation of fashion. Disorder prides itself on offering a specialist environment for fashion; it can only be described as an Aladdin’s cave of clothing catering to individuals who prefer their style to be slightly off kilter from the norm. Awarded the title of Birmingham’s best independent retailer, Disorder is understated but has a sense of authority that is just so appealing.

Always seeking new inspiration and creativity, Matthew Ryan is no doubt already planning his next shoot – Bonafide Supernova are eager to see what he has in store, we’ll certainly be keeping you updated….

Written by Stephanie Campbell Follow @stephicampbell

Image captions

Image 1
Model Jess wears tops from Vero Moda and trousers from Disorder. Shoes are models own

Image 2
Jess wears top from IAM GENERIC

Image 3
Model Effie is wearing dress from Disorder. Shoes are models own.

Image 4
Jess wears cropped t-shirt from IAM GENERIC

All images are credited to Matt Ryan Photo