Welcome to the third introduction on Saero Inssa - where we chat with various insiders behind the brand.
This time, we speak to someone who has been working with Saero Collective since the very beginning; none other than the photographer behind photoshoots bringing the brand's creative concepts to fruition - Rachel Loh.
Rachel is a Singapore-based photographer but travels widely for work. She was also in South Korea earlier this year to shoot Saero's Anniversary collection.
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Tell us about yourself - what’s your personal philosophy, how long have you been doing photography, and what inspires you?
Hello! I’ve been a full-time freelance photographer for 6 years but have been practising for more than that. I think my style is very much trying to capture the in between natural moments that make me feel like “ah, this is what is beautiful about life”.
For me, art imitates life and I very much want to capture the tenderness and softness of how it could feel for whatever genre of photography I might do.
I’m inspired by real life experiences and the connection between human beings. The camera is quite a weapon if you use it in that way and I don’t feel comfortable with that type of power so when I pick up a camera, I try to connect first with the human in front of me and capture them as they interact with the world. As I live life, those experiences inform how I take a picture.
How is it like being a creative in Singapore?
It’s not easy if you’re someone like me who is constantly seeking freedom and new approaches to creating but it can be wonderful once you find a niche or create a niche with the approach you have. I am lucky to have done so and I find that loyalty to the creatives you work really well with matters – something I do find lacking in Singapore. But slowly, we get there and you’ll find likeminded people to share your values.
You’ve been Saero Collective's photographer since the brand started a year ago. How has it been working with the brand from the start till the recent anniversary shoot in Seoul?
It’s been a year! How crazy is that? I’ve seen the brand grow so much and we share many of the same values. I’m super grateful to be growing alongside the brand and to have found a brand keen on developing a relationship.
Photos: Rachel behind-the-scenes shooting indoors in Seoul
I think that Saero has really figured out a niche in the market here and I really admire the effort put into the quality of the pieces. It is refreshing to see and feel after knowing what is the norm in Singapore mainstream fashion.
1 year has felt like 3 years because the brand has just matured in so many ways. As a photographer, I can also see this because of the openness to ideas as the months pass while the brand finds its footing. I am rooting for the brand and hoping it just gets better and better from here!
P.S. The shoots in Seoul were so much fun and the best we’ve done to date together – hope everyone loved the outcome too!
You’ve been to Korea a few times - What would you say is distinctive about South Korea’s creative and fashion scene?
South Korea can be really overwhelming with the amount of brands and creatives but I’ve found that what makes the scene distinctive is its ecosystem that supports the various industries. There might be a lot of brands and people but they’re all interconnected and exist with each other. Many parts make a whole and no one can succeed just by themselves – I think their industry really supports this and I feel supported too as I do work in Seoul.
Photos: Rachel shooting the Anniversary campaign outdoors at the foot of Bukhansan with Seoul-based model Doz
Tell us one place you’d like to recommend to anyone who visits South Korea!
So hard to pick one! I guess I’ll pick Ulleungdo just because it’s still unfulfilled on my bucket list.
