If you don’t recognise this Britney-circa-2003 lookalike baby face, you’ll recognise her Instagram-iconic snaps. At 22, Charlotte Rutherford’s already shot for the likes of Tank, Vice and Notion Magazine, and has directed videos for Perfume Genius and Marina and The Diamonds. The Texas born artist was reared in the slightly less sunny locale of Norfolk and now finds herself at the nucleus of London’s creative scene.
Think you’ve heard this one before? What if we told you Charlotte’s got a persistent penchant for men in silver morph suits; dry ice and gold rollerblades. That she’s shot Amber Rose dressed as Marlene Dietrich and dressed Paris Hilton up as an Oscar? Interested now? You should be. Charlotte’s work looks like a film set of a 1950’s American diner collided with Mars in the year 2020 and Charlotte was there to catch the moment on her iPhone- not before she’s had a moment for a little post-production and a fistful of filters, mind.
Welcome to the hyper-real world of London’s trendiest image-maker. The super talented snapper is coy about her own success; if you ask her why she got into photography she’ll more than likely tell you she fell into it after trying to nail the perfect MySpace selfie in her teenage bathroom. While the response might be a little tongue-in-cheek there’s some truth in it. Charlotte’s work is a visual manifestation of the twenty something’s focus on their internet persona- selfies and pseudo-fashion shoots.
Wether she’s photoshopped loose fluttering bank notes over an image of Paris Hilton taking a pink-snakeskin clad stroll through the desert, shot Amber Rose as the world’s most famous feminist icons for Paper mag or collaged some erzhat foliage around Marina and The Diamonds for some album artwork, the fine line between fantasy and reality is where Charlotte calls ‘home’. No surprises then that David La Chapelle and Guy Bourdin get special mentions from Charlotte as inspirations...as do Ren & Stimpy (amen). But Charlotte’s idiosyncratic aesthetic that’s a noisey shrine to pop-culture now is shaping the London editorial as she works.
Charlotte works closely with a London’s cutest bunch of creatives and moment-makers; Soki Mak. Anna Ryon, Suki Spookwin, Felicity Hayward, Nadia Lee and Savannah Baker. She protests that she wanted to be a pop star as a child and not a photographer, but after coming to terms with having ‘no musical talent’ she decided she’d be better placed behind the lens making other people 'look like pop stars'- Charlotte’s openly making an art form out her talent for Instagram’s most magical selfies (go and follow her now) but while she’s not busy on set or rooting around the Internet’s lost treasure troves from our youth (Bebo, Myspace and NeYo pets are her frequent points of reference) you’ll find her curled up watching Eastenders.