WHAT MAKES A PHOTOGRAPHER DECIDE TO STEP IN FRONT OF THE CAMERA. WHETHER IT IS HIS OWN OR THE CAMERA OF OTHERS. FOR SETH LONDON THE REASONS ARE DIVERSE, BUT THE OBJECTIVES THE SAME. TO BETTER ONESELF. TO EXPRESS ONES VISIONS, EMOTIONS AND CREATIVE FREEDOM. AND TO SHOW YOURSELF AND EVERYONE WILLING TO LOOK THAT YOU PROGRESS.
Seth London has worked hard to get where he is right now. Both on professional and personal level. Seth knows, just like many others who worked hard to make name for themselves, that success is not presented on a silver platter. Today there is no doubt Seth London is a successful male and fashion photographer, but he owns that all to himself. His dedication, commitment and discipline. The same can be said for his personal life. Seth was overweight and worked hard, with a similar dedication, commitment and discipline his displayed in his work, to turn his life around. Always having been an outspoken person, Seth now is also comfortable to show himself more freely.
Standing behind or before the camera. Seth London does both. True, after all the hard work he did to loose wait, there is a little vanity involved in posing for other photographers. But Seth has a very different reason as well. “A lot of people find it to be amazing that I found some ease and comfort being a subject for several photographers,” he explains. “To me I see it as ground work. Almost like that show where the boss goes undercover and works a day at his business. Photography is art, no matter whether it is good or bad or what level of experience the photographer. In New York City we are surrounded by so many creative people. Being a men's photographer I feel this genre is very small. So one in NYC, only the privileged get to know the big dogs. But what about the small dogs. These shoots where to me an insight to the new wave of photographers the new wave of kids who one day will take my and other photographers jobs and titles.”
Seth London is aware of the temporality of the art made today. What is hot today is not tomorrow. And what better way to stay on top of the game than to dive into the new generation that is eager to give birth to a new way of looking at thing. A new vision. A new look. But there is more to it. Working with other photographers and – yes – with himself as photographer, gives Seth a freedom he more and more seems to miss in his commissioned work. “A lot of agency are putting so many guidelines and rules in place. On what you can shoot. And how you should shoot certain models. Over time it kills one’s passion and dream. Fashion is a fantasy. And via these self portraits and projects I take on with other photographers I am able to live the fantasy and shoot stuff that as a photographer I am forbidden to.”
Tom Ford is known to be always in his own creative campaigns. He follows the rule that no one could better represent your brand than yourself. A mantra that Seth London likes to apply on his work as well. He is what he creates. Throughout his career, whether it is styling, filming, photography or model consulting, he has shaped and created many top models. An honor that will always be with him. And so he is what he creates. Today even more than ever. –BM-
Photographers represented in this editorial are: Timothy Lee | Kayden at Nerd Studio | Malcom at Stackz Media | Seth London.
SETH LONDON | BEAUTIFULMAG