It took Holly Hay a couple of years before she realised that she preferred other people’s photographs to her own. Fresh out of Central Saint Martins, the London-based photographic director had her mind set on a career behind the lens but soon she felt like her output didn’t necessarily reflect her aesthetic. Other photographers did, however, and soon she realised she could communicate imagery she had envisioned vicariously through the artists she loved. Following this revelation, she decided to shift to a producer role, commissioning photographers, writers and stylists at the newly-conceived Garage magazine, before spending three years as the photographic editor at AnOther, fostering an extensive network of image-makers and collaborators.

Over the last two years Holly has been the photography director of Wallpaper*, where she’s making her presence felt in artist collaborations and visual journalism. Additionally, she works as a freelance art buyer and a co-curator of exhibitions, among which the well-received Posturing show in 2018.

Lately Holly started to realise that a chasm exists between emerging photographers and the art world and publications, and as a result has become a mentor for a number of young artists she believes in. Here she shares what excites her about their work, and how under her creative direction she manages to stand out from the content crowd.

What was your first memory growing up? It can be enything from any age.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do. Be clear, be con-fident and don’t overthink it. The

What was your first memory growing up? It can be enything from any age.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do. Be clear, be con-fident and don’t overthink it. The

What was your first memory growing up? It can be enything from any age.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do. Be clear, be con-fident and don’t overthink it. The

What was your first memory growing up? It can be enything from any age.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest.