Your Space Or Mine
Finding the magic: Effie Ioannou brings cinematic visions to the streets of Edinburgh through her own lens
As a self-taught fashion photographer, Effie Ioannou’s dedication has led her to carve a unique style in the world of photography. But what makes her pick up the camera? “I don’t know how to say it. I’m obsessed with collecting moments.” Ioannou’s cinematic style has painted the streets of Edinburgh with an otherworldly brush, celebrating carefully curated moments with the community she loves.
Effie Ioannou has travelled across the world and lived in various places, but none have felt more like home than Scotland. The fashion and wedding photographer grew up in Cyprus, ultimately moving to Edinburgh to study and hasn’t left since. Recently engaged to a Scottish man, Ioannou tells me it’s not the only reason she’s lived here for more than 11 years, “I’ve always felt welcome. As much as I complain about the weather, I do love it.” Ioannou’s work celebrates the city she calls home through a cinematic lens, heightening the human senses and bringing fantasy to the everyday.
Now part of BUILDHOLLYWOOD’s Your Space Or Mine series, Ioannou’s work will be featured across Edinburgh’s historical streets such as Leith Walk. The images will strut along with the people and visitors of Edinburgh – inviting them to step into the world of Effie Ioannou. Although she has been working in this field for only a short time, the photographer has already seen her work published in Vogue Greece but what’s next? The cover. Whether gathering a group of horses, sourcing a retro ball pit or using the local Wetherspoons, Ioannou’s visions often stem from the locations. “…I just scout for fun places and then I say to myself, ‘Okay what would be the most absurd thing to do here?’”
Although the photographer has no professional training, it’s clear Ioannou has the dedication to learn the craft or rather, learn her own craft. She is self-deprecating and humble, but her work treads across new ground lead by a clear vision. “I just dove right into it and that’s just what came out of it. It was a lot of work when I first started – I was literally just working, every waking moment on it, but it was because I was having fun.” Fun is a word Ioannou carries through her creative language. We catch glimpses of this in her free-hand brushes of colour and mysterious narratives.
And what should people take away from these Hollywood scenes? “I would like to think that these photographs are for everyone who would like to do photography, and I feel I’m a good proof of that because I haven’t done it for a long time.” Communication is how Ioannou explains we grow and learn from one another, and that’s what these photographs display – the journey behind creating something and the importance of trying. The billboards will feature epic scenes from Ioannou’s mind that live beyond realism, evoking a fun narrative. Below we speak to Effie Ioannou about the importance of collaboration, community, and having the confidence to step outside creative barriers – because that’s where the magic happens.
25.05.23
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