Sonny Vandevelde is a European-born, Sydney-raised photographer. Fed up with the unimaginative “tunnel vision” of his photography instructors, he dropped out of college and learned his craft his own way. His father did lighting on film sets, so Vandevelde picked up equipment and technical knowledge from working with him.

Vandevelde started in sports photography for Australian magazines and moved onto catalog work for Quiksilver. From his personal photography of friends, he got into documenting local night life and learning about the fashion world. At this point he’s more of a Cobrasnake than a Leibowitz, focusing more on the personality of the models and subjects than the technicalities and traditions of his work. In much of his backstage work, models are smiling!

A “lifestyle-fashion photographer,” Vandevelde describes his work as “colorful…energetic…vibrant”

Vandevelde’s portfolio includes campaigns for Lucky Brand Jeans, Lee Jeans, Billabong, and Tommy Hilfiger, and his work has also appeared in Pulp, Link, Hint, Cosmopolitan, and other publications. His signature is documenting the backstage at runway shows and speaking out against formulaic magazines whose editorials don’t let the personalities of the models shine through.

Interview with Vandevelde here.

Just another reason for more guidos from Jersey to invade Soho. Rock & Republic is opening up a store in the area to push their insanely wide boot cut jeans to a crowd already immersed in True Religion, AG, 7 For All Mankind, Lucky Brand, Levi’s and Gstar. The store will be at 102 Greene street near Spring, and will just further saturate Soho with stores that the people who live there don’t even shop at.

Thanks to The Shophound for the snapsho t.