"Instagram has become a professional outlet for your portfolio" @fashitect

Toni Tran is a men's fashion, lifestyle, travel blogger and photographer based in London. As well as running a blog that focuses on luxury men's fashion, Toni routinely curates content of a startlingly high quality and with storytelling variety.

His ability to take a brief and run with it has made him a focal point of some of Whalar's recent campaigns, such as Oral B and Grand Marnier (to name just two), Toni has established himself as a consistent and reliable creator. Moreover, his skills also stretch to visual directing, which has helped him form a distinctive editorial style that adds an authoritative aesthetic to his creative direction.

Content that makes you stop: from Whalar's partnership with Oral B

How and why did you get into content creation?

I started my blog Fashitects.com, which was essentially my platform to build diversity for menswear, my photography and my perspective between fashion and architecture. I guess social media and content creation was an organic process to explore after that. It provided me with a platform to challenge and create work based on concepts, stories, and professional quality imagery.

Where do you find your inspiration?

I find my inspiration from architecture, travelling and Pinterest.

How do you decide what to share and what to keep private?

Instagram has become a professional outlet for your portfolio. It’s got to a point where you have to share your personal interests in a more intriguing and high-quality way. If it’s actually private, you wouldn’t exactly publicise that kind of behaviour on your feed. However, if you have a marketing tactic to show certain assets, that can attract an audience.

What is the best-kept secret in London?

The best-kept secret will remain a secret.

Any tips and tricks you'd like to share with other creators?

To put more effort into their photo shoots. This can be achieved by incorporating props, having a clear story and a vision. I think too many creators are creating the same things, it's now all been done before. Try and find something different, explore more editorial styles, invest in better camera equipment and play with lighting.

What camera and editing software do you use?

I use Canon 5D Mark III & Photoshop/ Lightroom for editing.

On my phone, I use the app Snapped.

Tradition meets modern: Content from Whalar's recent collaboration with Grand Marnier for London Cocktail Week

How would you describe your aesthetics?

My aesthetic can be quite diverse, generally, most photo shoots are based around concepts, stories and involve art direction.

Although, some say my perspective is very proportionate - with clean lines, curated content, and vibrancy.

Tell us something no one knows about you.

I studied architecture.

What's been your favourite piece of work to date?

For me it’s the collective journey of social media, if you consider your life as a piece of work, it’s constantly growing, evolving and full of challenges. I never expected this could be a path, or that I'd have an avenue to work with brands.

The best thing about being a fashion blogger?

New experiences and visiting new countries.

Favourite people to follow on Instagram?

@ThisMintymoment, @qmike, @hobopeeba - I could name so many more, but there are too many talented people.

If you could give one piece of advice to your younger self, what would it be?

Explore the medium of videography - I should have started Youtube years ago.

Something you couldn't live without.

Of course, my camera.

What words sum up your job title?

Creative director, content creator, and photographer. Life’s too short to have one title

Follow Toni's multi-disciplined creative journey here