Recently Baber Smith advertising agency asked my to help with the rebranding of Brent Cross shopping centre. Running for nearly 40 years, Brent Cross is the UK’s first stand-alone shopping centre in the UK. With tag line ‘Styling London.’ The challenge of the brief was to shoot chic, cool, quirky looks, without resorting to high fashion, too arty, clichés or reportage lifestyle shots. While at the same time celebrating the huge range of stylish brands and stores available at Brent Cross, showing the diversity and individuality of Londoners’ style. These shots were taken for the Spring campaign and I would like to thank everyone involved for helping make this happen, Gretchen Robertson – Stylist, Joseph Koniak – Hair Celine Nonon – Make up. My assistant Paul Cox, retouching Peter Sloper design, models Lauren /Olivia and everyone at Baber Smith.

I love the volume of this floating pleated red skirt, teamed up with a white top, grey jacket, grey tights and red wedges.

Patricks name can often found on ‘best dressed’ lists, and as a Savile Row tailor Patrick has revived the historic E Tautz label and is wearing a jacket from the new range. They dressed the likes of Edward VII, Winston Churchill and even Cary Grant. I sense the dry humour of  Cary Grant in this photo, as Patrick gives me a cheeky peek of his stripy socks.

Gemma was on her way to work when managed I to grab a few shots. She loves the 1940′s vintage style – but did confess to mixing it with a little high-street from time to time. She deams of becoming a burlesque dancer.

I could not help but notice Alevtina on the Kings Road, she is a fashion stylist and model. Alevtina is wearing a leather jacket by Gaetanonavarra, trousers by Italian designer Tiger Morse and her bag is by Save The Queen.

A rainy afternoon in London, West 8 was suddenly brightened by this woman’s vibrant combination of flame red coat and lime green umbrella and scarf.  The black bag and darkened doorway (where she sheltered whilst on her phone) set against the light, wintery background, further increased the impact of this scene for me.

Jessica is a bespoke jewellery designer – she is wearing one of her pieces around her neck, a half eaten apple. I met her coming from the Gherkin building in Corporate area in the City, where she had been taking part in ‘Jewellery Week’. She is inspired by 1930′s style. Her jacket is hand-tailored, the hat made of felt and she is wearing a Kate Moss dress. Her boots are Reiss and the tights are by Woolford – which a friend bought for her in New York.

Thomas is in a band imaginatively named Scum! He says the music is dark and experimental. He is wearing “70′s dancer shoes”, a Spanish hat with pinstripe trousers and 1950′s trench coat. I thought he had a clean, graceful look, which contrasted well with the grungy background of this East London street on a gloomy afternoon.

Shaka’s style is all his own-mixing the English gentleman look with Jamaican Ska. He is a DJ and works in IT. I photographed him on Brick Lane, East London. He was chewing a licorice stick.