Behind the Image is an ongoing MODELS.com series taking a more personal look at both established and emerging creative talent.
Emma Chadwick by Brett Warren | Image courtesy of Streeters
Emma Chadwick, Movement Director
Hometown/country: London, England
Based: New York, New York
Representation: Streeters
How would you describe your work? What’s your trademark?
I like to think that I don’t have a trademark because my work is so much about guiding others to find theirs. Each person I come into contact with has such differing movement qualities. I put a huge emphasis on working from the inside out, having the talent encompass their feelings or ideas, and allowing their bodies to follow. From there, I can add nuance with physical cues and gestures to help support the creative goal we are working towards.
When did your passion for dance first begin?
I rarely sat still so dance and sport were integral to my childhood.
I read that you were accepted into the prestigious Ballet Basel. How did you make the transition from classical ballet to the fashion world?
Ballet Basel was an incredible opportunity to witness firsthand the inner workings of the world’s best contemporary choreographers of that time. Working with them closely on both restaging productions and performing new work was an invaluable experience. Dance and fashion are inextricably linked by the body, the physical vessel that not only wears the clothes but moves in them. The “what” and the “why” are there; it’s the “how” that I work on cultivating.
The Saint Laurent Winter 2024 Men’s Campaign had a Renaissance-like quality. Can you share your process of working with Glen Luchford and Anthony Vaccarello to bring those images to life?
What I loved most about this job was how intimate the team felt. It was a group that had worked together numerous times before, with a seamless work ethic, to make space for creativity to flourish. Every aspect of the shoot was meticulously thought through, and Anthony’s vision was so clear that all of the images fell into place with ease.
How do you approach directing movement for fashion shows compared to editorials or campaigns?
The requirements when directing movement for shows are very different from campaigns and editorials. For a show, I not only work with the talent but also with the client and production on cues, pathways, and timing, much like a dance performance. Then once those things are in place, I work with the models individually on their walk and intention, and often a pre-show hype to get them in the right frame of mind. When shooting a campaign it’s more about creating a narrative throughout the day with each shot one by one, guiding the talent through their physical embodiment of the client’s creative brief.
What have you watched/heard/read lately that has inspired you?
My best friend gifted me the book “O” by Luis Alberto Rodriguez and it really resonated with me on a personal and professional level. It is such a beautiful portrayal of different characters in varying states of self-reflection and abandonment.
How do you adapt your direction for different types of models—whether new faces, seasoned professionals, or non-traditional talents?
It is important to understand who you are directing, not just what the direction is. I like to work closely with the casting director to establish a baseline. Then, from there, the approach is the same, just tailored to the individual’s needs and what makes them feel empowered to move.
What do you love about what you do?
The people! There is no feeling quite like helping someone overcome a physical or emotional hurdle and watching them achieve an image or a performance they didn’t think possible.
How has the role of movement evolved in fashion over the years, and where do you see it heading in the future>?
Movement has always played a role in fashion, but it has definitely become more prominent in recent years. I hope its upward trajectory continues, as there is so much more to be discovered and explored.
Selected Work
Thomas LeMaigre by Glen Luchford | Image courtesy of Streeters
Saint Laurent Winter 2024 Men’s Campaign
Working with Glen and Anthony on this campaign is definitely a career highlight for me. The gestural nuance in this particular shot forces the viewer to ask questions about the narrative without giving any real answer.
Irina Kravchenko by Fabien Baron | Image courtesy of Streeters
Nars Fragrance S/S 19
This shot shows just how feeling and emotion can be conveyed through still imagery. Even with a physical barrier, the model’s energy and intention are palpable. Irina Kravchenko is an incredible mover, and it was so beautiful to watch her transform under my direction.
Brionka Halbert & Olivia Burgess by Hart Lëshkina | Image courtesy of Streeters
Nike Women Summer 2019
Working with a group always poses a fun challenge, finding individual movements that seamlessly blend together. This shoot with Nike was a great meeting of worlds, keeping the shoot physical but fresh and an editorial feeling.
By Joyce Ng | Image courtesy of Streeters
The New Wave of Modern Movement
I love this shot because it conveys such beautiful physical architecture, making the viewer question what they are looking at and how it was achieved.
Hayett Belarbi-McCarthy | by Alexander Saladrigas | Image courtesy of Streeters
Chronicles – Volume I – The Awakening – The Creator and The Lessers
This image really encapsulates the nuance of movement direction, capturing a fleeting moment and solidifying it in time.
Award Odhiang by Glen Luchford | Image courtesy of Streeters
Saint Laurent Winter 2023 Campaign by Glen Luchford
I love working with Awar Odhiang. She brings real curiosity and joy to the work. Here, her pose is simple, but the strength of how grounded her body and expression feel makes this an iconic image.
