VIVA caught up with photographer Craig Fleming, to ask about Manchester, his work, his dreams and his plans for the upcoming year. During our chat, Craig revealed his passion for portraiture and how this led him into fashion photography. He regards Manchester as an important stepping stone and tells us what it takes to be successful in the creative industry.

So, Craig, tell us, as a photographer, what was it that brought you to Manchester? I came to Manchester about three years ago, previous to that I had dabbled in and out of the city. I’m from Sheffield, so I have done a lot of work there and I’ve also done some bits in London. Then gradually, as the fashion shift came to Manchester, I’ve come with it. Nowadays photography is very equal, it’s hard to stay one step ahead but that is all I try to do all the time. I shoot new things and bring a different angle to it. I like working across the country; I don’t think you should limit yourself to one place when you can work anywhere.

Where is your favourite place to shoot? Work wise I love London. You get a vibe in London that you don’t get anywhere else. I’ve been on holiday in New York and shot there too, which is just amazing. Both locations have a similar vibe; there is the ability to channel a lot of creativity in both cities.

What is your favourite style of shooting? Portraiture is my first love, that’s how I got into fashion, which happened by accident really, but the two are kind of similar these days. Fashion doesn’t pay the way it used to – unless you’re doing campaigns – which in all fairness is ok with me. I still operate like an artist rather than a businessman. I tend to get up in the morning, put test shoots together and I shoot what I want, I shoot for myself. As a creative, I really believe that’s what you have to do. Any creative, any artist, any medium, you’re working in, people will tell you the same thing; you’ve got to do it for yourself.

What projects have you been up to recently? I’ve done a lot of bridal-look books and theatre work this year. I’ve been working on putting test shoots together but now we’ve had a turn in the weather, that’s on hold. One of the most frustrating things about working in this industry is when you want to get out and shoot sometimes you just can’t because of certain restrictions.

Have you got any exciting projects coming up in the future? Not that I can talk too much about right now. I’ve got a few things in the pipeline. I’m hoping to shoot in Los Angeles next year, so for now that’s what I’m working towards. I want to spend about six to eight weeks over in the States. With regards to the short term; after Christmas the hair season starts so I’ll be working on that and shooting a lot of hair salon shots. I’ve done quite well in hair competitions before, as a lot of my beauty images are very fashion focused.

But besides that, things pop up week to week. A lot of my portraiture work happens like that. I might wake up to an unexpected email or tweet and sometimes I even walk around finding people to photograph. I don’t plan too far ahead, only about a week in advance! That’s the way it is as a freelancer in the creative industry.

What has been the highlight of your career so far and do you think you’ll ever top it? I’ve shot a lot of household names in the theatre industry such as, (Sir) Anthony Sher, Richard Wilson and Simon Callow. I’d say that’s my highlight so far. They’re all proper old school theatre actors. When it comes to beating this, I always think you’re working towards the next big thing, which brings it back to the fashion thing. Manchester for me really is a stepping-stone to be able to shoot high-end editorials and celebrity portraiture. I’m always aiming for better clients.

So, speaking of clientèle, who would be your dream client or what would be your dream job? The dream would be Vanity Fair! All of their photographers are my heroes.

Who would you like to shoot for the front cover of Vanity Fair? It would have to be Cate Blanchett or Kevin Spacey, a cool character who you can really do a lot with. Having known some photographers who have been lucky enough to work with Kevin, I’ve heard he’s brilliant on set and there’s nothing more you could want as a photographer. Working in theatre, I tend to get a mixed reaction. Some actors are amiable and will do anything for you but you also get those who are the opposite. However, it’s my job to get the shot. When you get the people who don’t want to be shot particularly or have their portrait taken, you have to use humour.

What are your top tips to being a successful photographer? Stay true to yourself and do your work for the love of it. Once you’ve lost passion for your work it’s pointless being in the creative industry. You’ve got to have that desire for it and chase the work you want.

Find more about Craig at www.craigfleming.net

Photos: Craig Fleming

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