Behind the Lens

Two women sitting closely, one reading a magazine titled 'Songs are Matters' and the other holding a glass with lime slices, both dressed in black attire.

Joelle AW is an emerging photographer working across concept-driven and editorial fashion projects. She creates, styles, directs, and shoots her own work, taking a hands-on approach from initial idea through to final image.

Her practice centres on visual storytelling through fashion, with a focus on colour, mood, and styling. She is drawn to bold palettes, retro references, and expressive imagery.

While her aesthetic often leans editorial, her creative approach remains flexible. She enjoys exploring a range of genres, concepts, and modelling styles, adapting her visual language to suit each project rather than working within a fixed formula.

Her work has been published across multiple platforms, including contributions to an expedition book, and she is the creator of Desolate, a self-published photography zine documenting Antarctica.

This portfolio presents a selection of projects that reflect her evolving practice, creative direction, and interest in fashion-led storytelling..

Black and white cartoon illustration of a fireworks display in the night sky.
Black and white photo of two people with long hair, one in the foreground and one in the background, sitting outdoors with a structure and sky in the background.
Tall city buildings with glass windows and decorative facades along a street with street lamps.
A black and white photo of a beach scene with a girl dancing or playing in the sand near the shoreline, with a few people sitting or standing in the water in the background.
Classical architectural interior with tall Corinthian columns and sunlight streaming through windows.