Illcutz

About

I’m Illya, a London-based menswear photographer, content creator and, more generally, someone who has spent a good part of the last decade immersed in the industry.

My work sits somewhere between photography, marketing and the clothes themselves. I currently work with Blackhorse Lane Ateliers, where I manage marketing and assist with production, having been part of the team as the brand has grown and expanded. Being involved beyond the camera has given me a much better understanding of what goes into building a menswear brand — from developing a product and working with fabrics to telling its story and finding the right way to communicate it.

​

Alongside my work at Blackhorse Lane, I’ve collaborated with brands including Belstaff, Nigel Cabourn, John Lofgren and Toast, working both behind the camera as a photographer and in front of it as a model.

I’m particularly interested in brands where craft and quality are the defining signifiers — whether that’s a heritage name with decades of experience behind it or a small independent maker producing something in limited numbers. What tends to interest me most is the story behind the product: the people making it, the materials and techniques involved, the details that make it different and, ultimately, the quality of the finished piece.

​

A big part of what I do is creating content that feels authentic to the brand rather than simply looking like advertising. I bring my own perspective and voice to the work, while understanding the importance of making sure that content still feels true to the people and products behind it.

Photography remains at the heart of it, but I’ve never really seen myself as just a photographer. I like being involved in the process — understanding the product, working with the people behind it and figuring out how best to tell the story.

If you’re a brand, maker or creative looking to work together, [get in touch].