Stylist Jerry Stafford talks about London, Paris and the magic of watchmaking
30-year veteran of the fashion and luxury industries reflects on the importance of craftsmanship in an era of fast-evolving technology
"I moved to Paris almost 30 years ago and have been based [here] ever since. I'm originally from Bromley [in Kent, southern England] and studied French at the University of London in the mid- to late 1980s. It was the post-punk era - a time when music, fashion and film were buzzing. I became part of this fashion club that hung out at nightclubs such as the Blitz and Billy's. I met many artists who I now collaborate with, including Tilda Swinton, with whom I've worked for almost 25 years.
When I finished university, I worked on pop promos, including Sinead O'Connor's Nothing Compares 2 U video, which we shot in Paris. Because I studied French, it was a natural step to move to France. I landed a job at Première-Heure, which produces fashion-related advertising and films. I still work there as a creative director.
Over the years my role has evolved from just being a stylist. Stylists today want to have more input in what they do - it's not just about prepping clothes for advertisers. It's really a collaboration which involves artists or even filmmakers. The business has also changed - there's a demand to toe the corporate line and it can be challenging not to be influenced solely by the demands of the advertiser. The cult of the celebrity stylist is also something new, although I'm not interested in it. I'm a quieter person generally - I prefer to cultivate close relationships with clients.
