Gary Houlder first emerged as a freelance fashion and lifestyle photographer in 1996. After spending some years shooting for various fashion forecasting and trend prediction agencies in the nineties shooting street fashion and runway all over the world his big break came when he was commissioned to shoot a series of fashion portraits for a campaign for the French retailer KOOKAI that appeared alongside witty slogans mirroring a series that was originally conceived by legendary photographer Jeanloup Sieff. The campaigns ran for several seasons and appeared as ads on London Routemaster buses as well as in British Vogue and Harpers and Queen. These famous campaigns led to more campaigns for the likes of River Island, Dunhill, Dorothy Perkins, Debenhams, Burton Group, Marks and Spencer and Morgan as well as editorials for magazines such as Arena, Esquire, GQ, Harpers and Queen and Vogue Gary became known for his strong mens editorial and for a period of time was commissioned to shoot many menswear campaigns and celebrities. A period of lifestyle advertising campaigns followed for big brands such as Johnson and Johnson, Asics, Peugeot, Nokia and the Four Seasons Hotel Group. Much of his advertising work inspired by his passion for travel photography.at then t was time for a change so as the noughties approached Gary reinvigorated his fashion portfolio, shooting women's fashion and beauty, with a series of strong editorials for You Magazine with legendary fashion director Caroline Baker and again shooting Campaigns for Morgan, Gibson, Bhs as well as editorials for 125, Velour, Blanc Magazine. His experience has led to him consulting and art directing as well as shooting for many of his clients. This versatility makes a Gary a unique photographer who understands brands, fashion and advertising and who can produce great images from concept through to completion. He is a big fan of the observed moment, is renowned for capturing models in their "off duty" moments bringing their personality to the fore. This approach and his fast fluid style has led to him shooting a great many catalogues for European and US clients who want him to capture the essence of their particular brand. He lives in London with his family and shoots all over the world for various international clients both editorial and commercial.