An Interview on Graduate Photography at Free Range, with Anna Cox
Today we spoke with Anna Cox, who oversees Content & Communication at Free Range: a platform supporting emerging creatives across photography, fine art, illustration, graphic design, and visual culture. Free Range creates real opportunities through commissions and collaborations, while actively working to remove the barriers graduates face when entering the creative industries. In this conversation, Anna discusses how Free Range is reshaping access to creative work and what this means for the next generation of talent.
“At its core, Free Range is about long-term creative development.”
We spoke about how Fashion photography graduates often struggle with gaining visibility and asked what Free Range thinks helps graduates stand out most beyond having a strong portfolio?
“Clarity of voice! A strong portfolio undoubtedly matters, but what really stands out is when a photographer understands why they make the images the way they do and can communicate that clearly. Those who can articulate their point of view, situate their work through references, and demonstrate consistency across projects tend to be far more memorable than those responding primarily to trends or external expectations.”
From Free Range’s perspective, why is it important to create a clearer path between education and industry?
“Because too many talented graduates fall through the gap. Education equips creatives with skills and ideas but industry often operates through informal networks that aren’t accessible to everyone. Creating clearer pathways helps diversify who gets seen, who gets commissioned and whose voices shape the culture. It’s not just beneficial for graduates, it strengthens the industry as a whole.”
What do you think is the most exciting project Free Range has worked on?
“It’s hard to single out one project, because what excites us most is the long-term impact rather than individual moments. That said, the projects we find most exciting are those where we’ve been able to support graduates beyond a single exhibition or opportunity – helping them build sustainable practices, make meaningful industry connections, and develop confidence in their own voice over time. Seeing artists return to Free Range at different stages of their careers, or watching work that began as a graduate project evolve into commissions, collaborations or wider recognition, is what feels most rewarding. Those moments reflect the kind of long-term creative development we care about most.”
Are there any habits or clichés in graduate fashion photography that you hope to see changed or reworked this year?
“There's still a tendency for graduates to lean heavily on familiar visual tropes or current trends in an attempt to look "industry ready". What we'd love to see is a move away from imitation, and towards more considered, personal decision-making. When photographers understand why they're drawn to certain aesthetics and rework them through their own voice, the work becomes far more compelling and memorable.”
How important is risk-taking or experimentation when aiming to produce ‘industry-ready’ work?
“It’s essential! Industry ready doesn’t mean safe or predictable – it means being able to experiment with purpose. The most compelling graduates are those who take risks while maintaining control over their ideas. Graduates who push their work while maintaining control over their decisions demonstrate an understanding that the creative industries value originality and authorship alongside technical ability.”
What’s one mistake you regularly see emerging photographers make when trying to appeal to industry? And what should be focused on instead?
“One common mistake is trying to appeal to everyone at once. Chasing trends or second-guessing what the industry wants can flatten a photographer's voice. What resonates more strongly is clarity of intent, understanding influences, making deliberate visual choices, and sustaining a point of view across projects. Industry tends to respond more strongly to confidence and conviction than to broad appeal.”
Are you more excited by polished final images, or by seeing processes and experimentation in graduate work?
“Both matter, but process and experimentation are often where a photographer's talent becomes most visible. Polished images show technical ability, but experimentation reveals confidence, curiosity and an understanding of how ideas develop. Seeing how someone thinks, tests and refines their work gives a much clearer sense of their long-term potential.”
What would make a Fashion Photography award winner stand out to you as someone ready to take their practice into industry?
“We'd be looking for someone who combines a strong visual identity with a clear sense of intention. An award winner wouldn't just produce polished images, but would demonstrate how they think, experiment, and develop ideas over time. Someone who understands their own practice, takes risks with purpose, and shows their work could evolve sustainably beyond graduation.”
As judges for the Fashion Photography Award at GFW26, what excites you most about graduate fashion photography right now?
“There’s a growing confidence in graduates to challenge where fashion photography belongs and who it’s made for. We’re seeing more work rooted in lived experience, hybrid practices that blur the lines between art, documentation and storytelling, and a willingness to question traditional industry frameworks. That sense of curiosity and self-belief is really exciting.”
Through their work with emerging creatives, Free Range continues to challenge how talent is discovered and supported. Their focus on voice, experimentation, and long-term development highlights a shift toward a more thoughtful and inclusive future for fashion photography — one built on confidence, curiosity, and creative authorship.