A lilac summer dress, long blonde hair, porcelain skin and a sweet smile, Madara Freimane welcomed me on a warm spring day in the colourful neighbour of Notting Hill, London. We walked around Portobello Road looking for a place where to sit down and have a chat about her work, and we ended up in a lovely cozy cafe with beautiful windows facing the busy street.
Madara is a great freelance photographer and a strong, independent young woman promoting sustainability in the fashion industry through her successful platform What’s your legacy (WYL).
Originally from Latvia, she started taking photos while still living in her country. After a short period of time spent in Vienna, she then moved to London where she attended the London College of Fashion. It is during those years at University, immersing herself in a world which often shows us only its shining side, that she became aware of what’s behind the high street brands, of how clothes are produced – exploiting people and the environment – and of how depersonalising some trend can be when forcing us to buy and wear certain outfits due to their popularity.
The shining world then became dull if not even dark, and Madara decided to look more into sustainable brands whose clothes were both beautiful and ethically made, saying goodbye, with no regrets, to the high street ones.
The idea to offer other people the right tools to make their own decisions also when it comes to fashion, brought What’s your Legacy to life.
Madara now shoots for ethical brands, take videos interviewing people whose talent has been dedicated to the mission, and fill the online platform with amazing contents.
Also as a photographer, she looks for honesty and simplicity. She likes a portrait taken outdoors, with natural light; she loves working with trusted creatives and with models who are confident with their own bodies, who are guided by their personality, not by set rules. Her photos are candid, fresh and yet captivating, as the brands she works with and she promotes.
It is our responsibility, in the same way it is theirs, to make a difference, to show our unique faces and to work together for the world we value.
I thanks Madara so much for working with me on this project, and I invite you to have a look at her work at https://wylstore.com/ and to follow her on Instagram @wyl_store.
©2019 Flavia Catena
Here below some of Madara’s photographs: