In the studio with… Lu Watson

Stylist & Creative Content Director Lu Watson knows a thing or two about merging creative pursuits; a trained textile print designer and a one time jewellery brand owner, Lu has always had a knack for making beautiful things.

Yet, it was a chance styling job on a photoshoot that led to the discovery that A) everyday objects could be elevated to the extraordinary by artfully setting the scene, B) this was an actual job and C) it’s a job that she’s really (really) good at.

Today Lu operates out of her studio Lui Styling, working with lifestyle brands on what she calls their ‘visual storytelling’. Lu’s work sees her take ordinary everyday objects, think armchairs and lamps, and weave them into enchanting stories. Using carefully selected materials, textures, props and lighting, Lu’s eye elevates the mundane to the magical.

We caught up with Lu to talk turning your side hustle into your job, being authentic on social media (fyi Lu’s Instagram is basically the mood-board of dreams for travel, interiors and all round good taste) and why there is no greater joy than rummaging through a car boot sale and discovering the perfect vintage candlestick.

A stylist and creative director sounds like a pretty cool job title, how did you get into it?

I started out as a print designer, printing textiles but I was always more interested in 3D. Although I did flat prints for fashion, I always tried to bring it to life or work with more sculptural pieces and I was always drawn to objects more than digital, flat design.

I like working with my hands so after uni, I started my own jewellery brand. I was styling campaigns for that and then had an opportunity to style a shoot for a lighting brand and realised that actually this was something I’d been doing with own brand but without putting a label on it. For me, it’s visual story telling, telling a story without words.

Can you describe your process working with a brand?

I spend two days a week working in-house with an amazing furniture company called Galvin Brothers; they design one piece at a time and I work with a photographer to document the pieces coming out of the workshop. I try to bring in elements of not being too domestic, by introducing subtle texture, books, foliage… nice details that don’t look too contrived or over styled. With styling, you really have to understand the brand you’re working with; you can’t bring in your own style too much. You have to find the balance of being true to the brand and true to yourself.

How do you try and bring a bit of your own personal style into your work?

I love curiosities, antique details and sculptural objects. I love to bring in colour through textiles and adding interesting textures brings a depth and curiosity to an image by creating different dimensions. I want people to at first see a beautiful image and then realise that there’s something else to see; for me it’s about creating intrigue.

I also love pieces with stories, they have a whole life of their own. For example, on a recent shoot with Lit, we came up with the visual concept and then Heather collated lots of her Grandma Mabel’s favourite books which really worked visually with the aesthetic. I like it when there’s a personal connection, you can add another dimension through those details.

Where do you look for inspiration?

I’m a bit of a collector. I love rummaging at a car boot or antiques shop. Pure joy for me, is getting up at 3am and going to a car boot sale, nothing beats being in North Yorkshire in a muddy field at 6am. I remember finding these really amazing candlestick holders - they were black they were so old, so beautiful - in my head I was willing to pay £60 and then the guy said they were mine for £2.50! They’re now a go-to object for my shoots.

Go on, tell us where the best treasure troves are?

I don’t want to give away my styling secret sources but one of the best flea markets I’ve ever been to was in Budapest. I dragged my friends two hours out of the city and we were all so hungover, I was overwhelmed because there was so much amazing stuff so I only ended up buying a pencil!

Hutton-le-Hole is tiny, muddy village in Yorkshire but it has some amazing furniture markets and antique shops. Honestly, ebay is pretty good if you have something specific in mind, and luckily I can use my job as an excuse to by whatever I want, my boyfriend is always like what the hell is this? And I just say it’s for work!

What do you enjoy most about your craft?

I love telling a brand story and interpreting it how I see the brand; seeing what I can bring to elevate and tell that story visually. There’s subtleties in pulling out the different chapters. I love being with other creatives; being on a shoot and working with photographers and art directors, I love working collaboratively.

I’m obsessed with your Instagram! What role does social media play in inspiring you?

Everybody on social media can see through something that’s phoney now, there’s such a pressure to be authentic. Personally, I use it as a visual diary, a notebook essentially to keep people in the loop with what you’re doing. You need to be adding genuine value to keep people interested in what you’re doing.

I’m really grateful that we didn’t have Instagram when we were young but from a creative business point of view you can’t not have it, it’s just all about how you approach it. For me, I’m doing it for inspiration and to inspire others. Counting likes means nothing!

Is there a separation between what inspires you personally and professionally?

I usually work with brands who align with my vision; you have to believe in your own styling and people will get in touch with you because they like what you do but at the same time you have to be mindful of their brand vision. Ultimately they are working with you because they like your style so believe in that.

Do you have any advice for budding stylists?

Be led by your own style. Of course, take inspiration from other people you love but be guided by what feels right for you. It’s a feeling rather than a thought. You’ll curate and edit but ultimately, if you have belief in your style and your choices, you’ll come to the right conclusion.

And finally, what’s your favourite Lit scent?

Bergamot, cedar wood and sweet orange!