Quirky Fashion Shoot Features Residents of a South Wales Town in Serious Economic Decline

Kyra, Age 6, Twynyrrodyn, Wearing top and trousers by Agi and Sam

Margaret, Age 78, Retired Nurse, Fairview Terrace, Wearing Giles Deacon

Merthyr Rising is a collaboration between London-based photographer Tom Johnson and stylist Charlotte James that seeks to challenge the misconceptions of a small working class community in South Wales by combining two opposing mediums. The result is a series of photographs that cleverly merges documentary and fashion – a rarely-seen combination, which paints Wales in a refreshingly optimistic light.

Merthyr Tydfil – once a thriving industrial town, sunk into economic decline following the closure of the mines in the 1980s. Defying the negative portrayals Merthyr has gained since in the media, the pair set out to celebrate the vibrant and quirky spirit of this ex-mining community that James remembers well from her time growing up there.

To incorporate James’ fashion influences, the subjects are styled in vintage and designer pieces in attempts to elevate their characters, but careful not to detract anything from their own individual style. Their diversity is revealed in the accompanying captions: ‘Iris, Age 72, Retired’ is dressed head-to-toe in pastel yellow beneath a street sign, cigarette in hand, soaking up the sun – here, the only addition are the sunglasses by Moschino; the rest is hers. The warmth and humour of the subjects are easily observed in the way they each react in front of Johnson’s lens, and the photographs collectively make us appreciate the resilience and positivity of this small community.

We talk to the photographer to find out more about this series, which was recently exhibited at Box Studio in Shoreditch, London.

Iris, Age 72, Retired, Bus and Coach Station, Wearing sunglasses by Moschino

What inspired you to begin this project and photograph this community in particular?
“Charlotte James – the stylist I work with came to me with the idea to photograph her hometown of Merthyr Tydfil. Our aim was to challenge the misconceptions that surround the town and show the place that Charlotte knew – a tight-knit and friendly community and full of interesting characters and inspiring characters.”

Terry & Lee, Age 58 & 68, Ex-Coal Miner & Construction Worker, Bus Station, Wearing Antipodium & McQ by Alexander McQueen

Was this project always going to be made into a book, or did that decision come later?
“It was never the plan. We originally went to shoot a single editorial, but we decided to continue going back as we found there was ever more to explore. It turned into something quite different, something bigger. A publication and exhibition felt like the best and most personal way of presenting it. It’s been quite an eye opening experience for me, it’s a very different way of laying out and processing images, and I had to battle lots of different technical elements that I was unfamiliar with. At the same time I’ve really enjoyed having full creative freedom over the edit that you can sometimes lose working with publications.”

Thomas and James, Age 6, Retail Park, Wearing jackets by Adidas

Why did you get your subjects to wear designer clothes?
“The fashion element was a way for Charlotte to connect with the subjects in her chosen medium – to enhance the photograph’s narrative in a way in which she wanted to. The process of styling someone is so out of the ordinary for most people, that they drop their guard in a really unique way.”

Natalie, Age 22, Shop Assistant, Town Centre, Wearing Vivienne Westwood Red label

Everyone appears very at ease in your shots. How easy was it to approach your subjects and how did you gain their trust?
“Thank you! – For this project many of our subjects were the family and friends of Charlotte. I got to know them all very well over our stay and I like to think we get on almost like family (I hope they feel the same!) I stayed at Charlotte’s grandparents’ house for the entirety of the project.

“The other subjects we found while wandering the town – we would explain to them what we were doing, almost no one said no – everyone was friendly, enthusiastic and inviting, maybe that’s why they were so at ease! I think when you’re honest and open about your intentions people are usually happy to be involved.”

Malcolm, Age 54, Painter and Decorator, Glebeland Street, Wearing Matthew Miller

Do you have a favorite image from this series, and if so – why?
“One of my favorites has to be the image of Kyra and Evie. They are two sisters of 8 & 6. They are so incredibly confident and have this amazing bond, which has been great to capture. They both have a maturity and humor way above their years.

“Charlotte and I went back to Merthyr in November and shot an entire story just about them which is to be released on PYLOT Magazine in the next few days!”

Brandon, Age 14, Student, Bessemer Hotel, Wearing top by Agi and Sam and Shirt by Vivienne Westwood

Kyra and Evie, Age 6 and 7, Twynyrrodyn, Wearing top and trousers by Agi and Sam

All images © Tom Johnson

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