Adam Bryce left New Zealand to follow one of his passions – sport, he dreamed of being a footballer – however, life took him in another direction and he ended up studying fashion. Since then, Adam has taken the fashion and photography world by storm.
In anticipation of this write up I did what any savvy millennial would do, I googled “Adam Bryce” – the search results we’re first as expected, Adam’s Website.
And then there were collections of articles, done by various online sites – all interviewing Adam about his work, and so the first question I asked myself before I started writing this article was – what is going to make this article, this piece – different and arguably better than all the others that might be out there, because that’s what creatives aim to do – they aim to be greater than everyone else and this isn’t meant arrogantly, this is meant as a challenge – it is by aiming to be better than those before you and among you, that you’re challenged to create something beautiful.
In industry the greatest way of supporting one another is by challenging each other, to be better, to be greater – in our own way.
With this being said, what is going to make my piece, about Adam – great? Well, here’s the thing I love photography and I love Adam’s work – but I love Adam himself more.
I knew Adam, the person before I ever knew his work – I was introduced to him through a mutual friend when I spoke to him, he was so kind and so supportive of what I was doing and he was someone that I instantly knew would inspire me to work harder.
Even subconsciously, Adam did for me what all good creatives do for one another, he set an example of greatness, which pushed me to work harder and challenged me to create strong and beautiful content in my own way.
When I was a little girl, I always looked at the Fashion Industry with a sense of sadness – I never saw anyone like me as a model, and although we have a long way to go – I now look at the Fashion Industry with a sense of excitement, because I have realised that I may not see that model in a wheelchair, but I can be her if I am courageous enough to put myself in front of the camera –
Adam has helped me discover that.
And so this is what this interview means to me, it reflects my love for Adam the person – if you like I am bringing humanism into the article which I believe always makes for a killer piece.
Adam and his work – especially most recently with COPY are wonderful, but his character and his person – what he has given the Fashion Industry and will continue to give the Fashion Industry that is the preface and the meaning of this interview – Adam is saying something only he can say, at least the way he says it anyway.
Where did you get the idea for COPY from? What sparked your desire to do it. And why the name ‘COPY’
I’d wanted to make a magazine for NZ fashion for a long time. I think there are a lot of fashion magazines here already but they are very commercially driven (which is not a bad thing), which left room for something more independent in its views and direction. I think NZ needs something like this, it needs a new look at fashion and media. The name COPY was really simple, it can probably be taken in a bunch of ways, but a singular magazine is a copy. Fashion’s not that complicated so I didn’t feel the name needed to be either.
You told me that you’d put magazines together before, but found it harder this time – why was that what about the process was different?
The last magazine I owned was The New Order, it was a magazine that looked at the high-level men’s fashion and art, it was global in its approach. I was also living in NY for the majority of the time I run this magazine. The global nature of the magazine meant it was easy to build profile quickly, build high distribution numbers and it also meant I could follow previously successful magazines in terms of format and strategy. When it comes to making something about fashion in NZ, it’s a completely different kettle of fish; it’s a small market and industry, with not a lot of money, this affects so many aspects of the magazine. It makes it harder to create content to a high level, it means the magazine itself needs to take a completely different format. There’s no point in making NZ’s version of Vogue for example – the market is just far too different.
What can people expect if they read/get COPY?
Hopefully, they will see a new view of NZ fashion. A look at things and images that are currently relevant, and something that looks a little deeper into the people behind the clothes and the processes behind it all. Hopefully, they will get a magazine that has more than just good imagery, but something to read and things to learn. It’s a monthly magazine and I think it will develop very quickly, and like anything new, there will be changes each issue, especially at this early stage while we try to figure out just how this will work. Unlike other magazines in NZ, we are trying to find a new way to do things, so it’s going to be organic.
Where do you find inspiration?
That’s a big question. As far as inspiration for how I create imagery as a photographer and a creative director, I am obsessive. I read every magazine, I collect art and fashion books, I watch every interview, and look at every website and social media feed. I spend more time looking for inspiration and researching than anything else. I want to ensure my inspiration comes from being well read (as such), I want to be knowledgeable to a point where inspiration is sub-conscious.