For W Magazine’s Winning Photographer, It All Happens on Instagram

"The Shot" triumph is another feather in the cap for London's Agnes Lloyd-Platt

The winner of W magazine’s “The Shot” competition is London-based photographer Agnes Lloyd-Platt. She beat out more than 1,500 other entrants to land the prize, a Hugo Boss campaign ad in the June/July issue. The competition, which ran March 1 through April 30, solicited photographers who had yet to work with a major U.S. fashion publication.

When the 26-year-old Lloyd-Platt spoke with the magazine, she highlighted a key, recent social media development:

“I’ve had that [Instagram] account for years, and then @Instagram followed me about a year ago, and they don’t follow that many people…”

“Casting is really good on Instagram. I’ve met quite a lot of models through it who aren’t with agencies, but have gotten signed since I’ve photographed them or we reached out to each other. I’ve done a couple of casting calls on there too, and it’s interesting meeting people that way too because it’s sort of ambitious people who will just come and meet you. I don’t know if I’m in the minority in this, but I do like the idea that working in an institution that is typically quite unfriendly, that I can make connections and actually make friends out of people. There are a few hair and makeup girls and a few stylists and a few models that are just friends now.”

Meanwhile, when U.K.’s Creative Review profiled Lloyd-Platt in early April, they wrote that ‘it won’t be long before the commercial world falls head over heels for this energetic and colorful new talent.’ Prophetic words.

Judges for the W magazine competition included Hugo Boss creative director Jason Wu, editor in chief Stefano Tonchi, senior photo editor Esme Rene and photographers Inez & Vinoodh. Follow the winner on Instagram at @agnesvita.

H/T: Luxury Daily; pictured: one of two covers for W’s June/July issue.