London-based director and photographer Kell Mitchell has worked on a number of fashion projects for brands including All Saints, French Connection and Monsoon, plus fashion films for publications such as Schon! and Wonderland.

She was also the director behind (and one of the stars of) this year's fantastic (if we do say so ourselves) film promoting the shots Awards [below]. In conjuntion with the latest issue of shots, issue 160, which is our fashion special, Mitchell reveals what's on her creative, fashion-shaped radar.

What’s the best fashion campaign you’ve seen recently?

M2Malletier's A Temporal Echo [below].

Absolutely beautiful locations, beautiful light and beautifully shot.


What fashion website(s) do you use most regularly and why?

The Outnet [below]. It always feels good to get quality at a bargain.


What’s the most recent piece of tech that you’ve bought and why?

A fitbit [below]. I like that it can tell me my heart rate at any given time. It's comforting.


What’s your favourite social media platform?

Instagram. It’s a great place to speak using pictures.


What’s your favourite fashion app on your phone?

Villoid. Instagram and shopping are married.


What’s your favourite TV show and why?

It changes constantly. I get hooked into watching a series so that becomes my favorite show at that time. Right now it’s Fargo [season two, below]. It's all about the murder. And how to get away with it.


What piece of fashion kit do you think everyone should own and why?

Sneakers… for sneaking.


Where were you when inspiration last struck?

A shower. At 40,000 feet.


You’ve worked on a lot of fashion projects; how has the approach to fashion advertising changed in the time you’ve been working on them?

Brands seem to be making more clever films, taking more risks and are creating wonderfully artistic films rather than just a series of mood images.



If there was one thing you could change about fashion advertising, what would it be?

Less celebrity-focussed. It should be more about the work, the art, the atmosphere and emotions coming across.


What’s the biggest fashion mistake you’ve made?

Probably what I am wearing today.


Tell us one thing about yourself that most people won’t know

I was in Harry Potter.