Holler at me

As Miroslava Duma’s Buro24/7 empire lands on Australian shores, here’s my first shoot and article for the site: celebrating Aussie talent, Astrid Holler.

I feel like I don’t go a working day without falling into an impassioned conversation about the evolution of the digital space. Australia, in particular, has been a bit of an enigma – fast on the international uptake of e-commerce, blogs, and news sites, but skeptical about local landing pages. Not dissimilar to our standpoint on ‘up-and-coming’ Australian talent. You think you’re all that? Prove it. Until (of course), they reach global acclaim. Then we’re all over them like white on rice.

For that same cynicism (though not without that Commonwealth smirk in black humour), websites like Pedestrian.tv, Junkee and Buzzfeed have found extraordinary success. Among other important life questions, they cover fashion from the standpoint of an incredulous onlooker who relates more to Ben Stiller and Owen Wilson’s nose than the actual Valentino gowns in question. And Facebook (where most of the aforementioned appear to get their click-through traction) eats that up.

That is not to say that I shot Astrid in Valentino gowns one snowy day in New York so that the general population would jump up and exclaim: but of course – that’s the brand that did the Zoolander thing! Hardly. But what Miroslava Duma’s Buro24/7 empire does hope to propagate in its Australian advent – a more culturally angled view on that ever inaccessible international fashion industry and more importantly, a springboard for Australian talent (rather than a privilege, so to speak) – is something I’m happy to be a part of.

So, as Buro24/7 lands on Australian shores, meet Astrid.

Quick – before she runs off overseas again.

PHOTOGRAPHY & STYLING // Margaret Zhang
MAKE-UP // Laura Stiassni for Clinique
HAIR // Cameron Rains for Cutler Salon
MODEL // Astrid Holler @ IMG
shot at Soho Grand Hotel

Astrid_Herrera

Astrid_Valentino_3

Astrid_Herrara

About

Margaret Zhang 章凝 is an Australian-born-Chinese filmmaker, photographer, consultant and writer based between New York and Shanghai. Since establishing her website in 2009, Zhang has gone on to work with global brands including CHANEL, Swarovski, YEEZY, Bulgari, Gucci, MATCHES, Under Armour, and Louis Vuitton in a wide range of capacities both in front of and behind the camera, while completing her Bachelor of Commerce/Bachelor of Laws at The University of Sydney. Zhang’s directing, photography, and styling has been employed by the likes of VOGUE, L’Officiel, Harper’s BAZAAR, NOWNESS, and ELLE internationally. She has been listed in Forbes Asia’s 30Under30 and TimeOut’s 40Under40, and her work has been recognized as shaping the international fashion industry by the Business of Fashion BoF500 Index for four consecutive years. CNN has identified Zhang as a leading fashion photographer in Asia and ELLE named her the region’s most influential digital voice. She went on to be the first Asian face to cover ELLE Australia. In 2016, she co-founded BACKGROUND, a global consultancy for which she specialises in Western-to-Chinese and Chinese-to-Western cultural bridging for a range of luxury, lifestyle, and brand initiatives. In 2017, she exhibited a series of 39 unseen photographic works as a solo show in Sydney, and premiered her first short film – a 15-minute exploration of her visceral relationship with classical music on both performance and abstract planes – to critical acclaim. In 2018, co-curated the first annual FOREFRONT Summit focused on inter-industry problem-solving at all scales of business. From this king summit, Zhang developed FOREFRONT+ – a round table series of candid conversations covering subject matters of universal concern. In 2019, THE FACE Magazine engaged Zhang as Creative-Director-at-Large for Asia for its relaunch. Zhang is currently working on her first feature film.

 

For project enquiries Tess.Stillwell@img.com
General enquiries bookings@margaretzhang.com.au