When Ellen saw my images yesterday, in particular this landscape below, She thought of House of Hackney, a British interior and fashion and lifestyle brand reworking traditional for a new generation.

There is such a strong juxtaposition between my incredibly minimal images and the busy, highly patterned shots of their campaigns, that they become similar.

Even though the patterns are busy, the composition itself of them isn't; its very simple, a single sofa, cushion, or even less; in the case of the fourth image, where the shot explores a very simple form of asymmetry. The frame on the wall provides a break and distracts the eye from an otherwise very simple image.

The images never totally lack context, whether it be a model putting context onto the bag or a complete set design.