I have a big love for creating pretty scenes in little squares. I didn’t always do what I’m currently doing now - I was a medical scientist back in Perth, spent my days looking down microscopes in a big white coat. Together with my husband, we moved to Singapore three years ago and I started IMEHLY where I let my love for styling fill my days.
Q&A with Allison Goh
How would you describe your creative style?
My creative style is dark and moody, flatlay structure mostly with pops of colours. My flatlays used to be made up of many random objects in one little square without actually having a story/theme. It has definitely evolved since, and each image is now more thought through instead of just random things coming together.
What kind of equipment do you use?
My iPhone takes all my photos you see on Instagram. I like working with nature such as flowers and fruits - it’s the only reason I make trips to the grocery store. I do however have a huge collection of props which I buy whenever I go on holiday. Flea markets are the best places for styling props.
Can you tell us why the theme you are hosting is important to you?
As previously mentioned, I love working with nature related elements. There is just so much beauty around us and they are accessible to anyone who wants them. There is no need to buy expensive materials to produce beautiful images.
Can you share some of your favourite images you have created and why you love them?
I personally feel that working with different types of blooms can be tricky because I don’t always know if a certain type of flower would complement the other. But somehow everything here works and I’m really happy with how this turned out.
This was my first time exploring with a fabric backdrop and taking the shot from a different angle instead of my usual flatlay. It took me a while to set this scene up but I loved the end results.
This was one of my first projects for a client in NY. Even though this was only a setup, this scene made me want to dive into the luxe and romance this little square had to offer!