Alright – so today we’ve got the honor of introducing you to Clayton Creech. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Clayton thanks for taking the time to share your stories and insights with us today. Can you talk to us about a project that’s meant a lot to you?
My most meaningful project I’ve worked on has definitely been the first photo shoot I’ve ever directed: Life Chapter 1: Curiosity. It was my first year at college and I was lost and unsure of what I wanted to do with my life. Growing up I had been planning on pursuing theatre and becoming an actor. However, after experiencing burn out my senior year of high school I realized that I no longer wanted to pursue that route. So I switched to fashion. After being surrounded by so many others interested in fashion, I felt bad and as if I didn’t know as much as my peers. I felt so out of my comfort zone and considered switching majors to something else. But then I went to my first meeting for our school’s fashion club. When I saw people pitching their ideas for editorials it really inspired me. That’s when I had the idea to bring a conceptual photo series I had been creating for the past few years to life. I had been creating this photo series since my junior year of high school, but never thought it would go anywhere. So when I decided to take this mere idea I had and make it into a photo shoot, it felt like a part of me that was empty was suddenly filled. Then on the day of the shoot, I had such an amazing time and that’s when I had the moment of “Oh…I could see myself doing this for the rest of my life.” I got to meet so many amazing people that I still keep in contact with and go to anytime I have a crazy idea. This shoot was also meaningful for me because not only was it my first photo shoot that I worked on, but it was a lot of my crew’s first times too. I recently was talking with the same crew recently about this photo shoot and we all felt like it was such a pivotal moment in our creative careers as it helped us realize that we wanted to pursue photo shoots and editorials like that one. I’ve also been a very creative individual with a big imagination, but never really knew what to do with that or how to express my ideas until I started creative directing. Now I find myself exploding at the seams with crazy and fun ideas for photo shoots or videos that I want to do.
Clayton, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My journey into fashion began unexpectedly during COVID-19, when being stuck indoors sparked a creative awakening. Dissatisfied with my personal style, I immersed myself in fashion shows and runways, studying trends and styling techniques. Through a friend’s passion for K-pop, I discovered the artistry of idol styling in music videos and photo shoots, a moment that crystallized my true calling. What captivated me wasn’t just the aesthetics, but the power of visual storytelling to create connection and meaning, and I realized I wanted to craft narratives through fashion that would bring people together and offer solace through creative expression.
My approach to creative direction is rooted in imagination and meticulous attention to detail. Collaborators often tell me that my mind works differently, that I see possibilities others miss and develop unique solutions while staying true to my core values. I believe every element, no matter how small, contributes to the larger story we’re telling. My first creative-directed photo shoot remains my proudest achievement because despite the compressed timeline, everything came together seamlessly from concept to execution. More importantly, it was the moment I truly found myself and confirmed this was my path forward.
At the heart of my work is collaboration. I’m passionate about bringing people together, drawing from everyone’s unique strengths and personal experiences to create something beautiful and meaningful. My goal is to inspire others and serve as a role model, just as so many creatives inspired me during my own journey of discovery. I want my brand to be recognized as reliable, unique, friendly, and current, representing consistent excellence, fresh perspectives, approachable collaboration, and contemporary relevance. Through storytelling and visual artistry, I aim to create work that doesn’t just look beautiful, but helps people find comfort, connection, and inspiration in an increasingly complex world.
What do you find most rewarding about being a creative?
The most rewarding aspect of being a creative is witnessing a project finally come to life. This past winter, I had the opportunity to unveil a project I’d been developing and planning for an entire year. There’s something profoundly beautiful about seeing countless hours of work and overcoming numerous obstacles transform into something tangible, watching ideas that once existed only in my mind become real and meaningful. While I love sharing the stories and concepts I’ve created, what truly moves me is when someone approaches me to express how deeply my project resonated with them. Hearing that they felt moved and connected to the narrative is the ultimate validation, as connection is at the core of everything I do. My mission is to capture life’s inherent duality: its joy and sorrow, its beauty and struggle, to foster a sense of belonging and nostalgic reflection. I want to create a community where people feel genuinely seen, heard, and loved.
Are there any resources you wish you knew about earlier in your creative journey?
Industry publications like Business of Fashion and WGSN have been invaluable resources in my creative journey. I particularly love utilizing WGSN’s fashion forecasting services to inform my styling decisions and stay current with emerging trends. Understanding photo and video production terminology, along with fundamental photography and lighting principles, has significantly enhanced my ability to communicate effectively with my team and bring creative visions to life.
Looking back, I wish I had paid closer attention to art direction in music videos, film, and advertising earlier in my career, as these disciplines are deeply connected to the work I do now. The visual storytelling techniques and creative approaches used across these mediums offer incredible insights for fashion creative direction. Through dedicated research and study, I’ve been able to bridge this knowledge gap and incorporate these learnings into my current practice, which has elevated both my creative process and final outcomes.
Contact Info:
- Website: https://claytoncreech.com
- Instagram: claytonn.creech
- Linkedin: claytonn-creech
- Youtube: claytypoo69
Image Credits
Photo 1 & 6: Lindsey Jordan
Photos 4 & 5: Sarah Walker
Photo 7: Sydney Harris