Corina Koch is a Sydney based Stylist specialising in Interior Styling, Art Direction and Brand Identity.
She has only technically been in the Styling game for a year, but has already schieved so much! Including styling shoots for Real Living and Homes + Magazine. Corina began as a Visual Merchandiser but soon discovered that didn't quite scratch her creative itch and thus took on the world of Interior Styling!
She has an impressive list of clients, including; Westfield, Habitus Living, Dymocks Books, Real Living Magazine, Myer, Homes + Magazine, Jamie Durie, Zakkia Homewares, AUSVM, Design Farm, Chatswood Chase, Mercedes Benz Fashion Festival, Caesarstone, James Salmond Furniture, Gloss Creative, Lifeline, Mr & Mrs Fish, plus more!
I asked Corina about her road to becoming a stylist and more below, scroll down to read her story
When did you know you wanted to become a stylist?
I've always known I was bound for something creative. Throughout school, I mostly enjoyed hands on subjects like art, photography, fashion design and drama- any classes that involved making, playing and creative thinking. I formed some great relationships with the teachers that taught those classes, both during school and throughout post school education. I noticed they really nurtured that creativity as I took such an interest. I remember I loved one particular class so much I would stay in the classroom during lunchtime and continue my work as I was too excited to be done with it. But it wasn't until my last year of my Visual Merchandising Diploma, during the 'Styling for Photography' module, that I found myself falling in love with the styling industry.
How long have you been in the industry and what was your first job?
I've been in the styling realm for a couple of years, assisting and working as a visual merchandiser. However, I've only been properly styling in an editorial & advertising environment for a little over a year now. My first opportunity came from a stylist I was assisting, where she put me up for her position at a magazine. Gradually other work has come into fruition as a result.
What was the biggest surprise/struggle you encountered starting out in the industry?
Orchestrating a shoot is a lot more involved than in looks. I find it ironic looking back on when I was a reader. I'd quickly flick through the pages of magazines, only stopping to absorb the pages that inspired me most. Little did I know how much work it took to put a single page together. To put it into perspective, I'll start working on one particular photoshoot at least 2-3 weeks prior to the shoot day. Then I could send anywhere between 50-100 emails, make numerous phone calls, spend hours driving, walking (or running!) to put it all together. It takes a whole team of extremely hard working people to help to put these productions together.
Has your career evolved how you expected?
I feel extremely fortunate to have had some of the opportunities I've had in my first year as a stylist. But I also know I worked my butt off and have taken risks I didn't always think I had the confidence to take. I never take that for granted!
What do you think is the biggest misconception people have about being a stylist, and whats the most enjoyable part of your job?
The biggest misconception is that we just fluff pillows. Sorry, not true guys! There are different types of styling roles which all work a little differently. Putting together an editorial shoot in a studio can be very different to shooting in a home, or shooting commercial work. You are taking these concepts, transporting them from your imagination into an empty studio space, and building them from scratch. We're laying floors, painting, wallpapering, building furniture, the list goes on, and it's very physical. But it's the kind of work where I make sure my team know they can have fun and put their two cents in whenever they feel the need to. I encourage a fusion between hard work and play, and as a result we've built a very cosy family environment. Working with them to bring these ideas to life is the best part, without doubt.
What piece of advice would you give to someone wanting to get into the industry?
Assist! After a long day assisting in the studio, you will know if this industry is for you or not. Most of us are buggered by the end of the day, to the point where we are crawling to our cars. Most assistants are in it because they love the industry. They assist stylists to learn and develop the skill set they will need to see them become stylists themselves.