This month on The Style Segment we had the pleasure of chatting with Sydney-based freelance stylist Fiona Gould, who’s been crafting beautiful content and spaces for print, commercial, digital, social, events, residential homes and all kinds of creative concepts for over 10 years. Fiona has styled for some of the biggest names in the business ranging from glossy mags such as Home Beautiful, Real Living and Inside to large furniture brands such as Freedom Furniture, Domayne, Harvey Norman, Oz Design Furniture.
Amy: Tell us a bit about yourself and where your styling journey began?
Fiona: Originally I worked in PR which introduced me to some incredible journalists and stylists at my fave interiors mags. Knowing I really wanted to be immersed in that world, I studied interior design and assisted some stylists before branching out into shoot styling myself. I still remember stepping into my first big photography studio for a shoot for Real Living mag, it was electric, I was hooked.
Amy: What services do you offer as a freelance stylist and presenter?
Fiona: My work is quite broad these days, from styling shoots for interior and lifestyle brands to house shoots for magazines, event styling, store fit outs, to very obscure creative projects and also presenting to camera… no month is ever the same.
Amy: You’ve worked with an impressive portfolio of clients, what is the most exciting project you’ve worked on as a stylist to date?
Fiona: Styling shoots for the launch my own furniture brand Chelon was definitely a favourite. Daunting and terrifying, but being able to discover and express my own style rather than styling for someone else was, and still is, such a fun experience.
Second to this would be the time I was the Style Editor for Home Beautiful mag. I was lucky to work there at a time when budgets allowed us to shoot at some insanely beautiful locations all over Australia, transforming them into completely different wonderlands. Having such creative freedom and seeing a concept go from my moodboard through to a 12 page spread in mag was such a thrill.
Amy: How does still life editorial styling differ to interior styling?
Fiona: When you’re styling for editorial you’re just thinking about that one perspective each time, and how to get a gorgeous shot. Most of what goes on around that one shot is smoke and mirrors. C-Stands holding up a pendant light, someone holding a branch of leaves to make beautiful leafy shadows on a wall, a chair sitting blocking a walkway but it doesn’t matter because it looks fab in the photo. Functionality is irrelevant, editorial styling is all about composition, balance and focal points of a single photo at a time.
Amy: Where do you draw your creative inspiration from? Are there any design/style icons you follow?
Fiona: Hotel and restaurant fit outs are always a great interior design inspiration source for me. As for interior style icons, I can never go past the work of Kelly Wearstler, Colin King, Eyeswoon or Aussie designers Tamsin Johnson and Phoebe Nichols – they all have a fantastic way of mixing old and new, with a twist of playfulness.
Amy: What design trends are you loving right now?
Fiona: I’m loving that a lot of trends are taking inspiration from more classic forms. Old is new again, vintage items or upcycling is as big as ever. Classic features mixed with more modern pieces creates such a beautifully unique look.
Amy: How would you describe your own interior style?
Fiona: I tend to call my style laid-back luxury. I love classic European style influences but I also love to mix with pops of clean line modern shapes and soften with lots of organic layers.
Amy: What is some advice you can offer to freelancers starting out in the styling industry?
Fiona: Collaborate with like-minded people in your industry to get your name out there. Book a professional photographer and capture some great shots of your styling work to build a portfolio, even if they’re just small still life shots. Treat yourself as a professional – set up a separate instagram and create a website for your work…and lastly don’t be afraid to ask others for help and advice, some of my best industry connections have happened this way.
Amy: You’re a busy working mum, juggling many balls at once, how do you like to stay centred and sane?
Fiona: I have recently learnt the power of saying no to work when I know it doesn’t fit me for whatever reason. Time is so precious, especially now with a child, and learning my boundaries has been huge for my sanity. It’s hard to say no to work as a freelancer but funnily enough after doing so more this year, it’s been my most successful year yet.
Amy: What are your favourite pieces from the Huntley + Co range?
Fiona: The Jimmy Dining Table in Walnut is a fave, I’m really liking darker timber tones lately and I know this table would photograph really beautifully. Also the Chester dining chairs – they feel effortlessly luxe.
