We chatted through the ether with Luca Wowczyna, a London-based creative director and stylist born in 2001 with English, Ukrainian, and Italian roots. Known for crafting precise, intimate visuals that always tell a story, Luca has quickly become one of the underground’s most sought-after stylists.

You’ve described your work as creating whole worlds for your subjects. When you were younger, what kind of worlds were you escaping into?

Hmm, I used to be a heavy gamer when I was young. I used to spend a lot of time on RPGs like Fable, Skyrim, and mainly stuff like Halo. I was a huge Halo nerd and still have some of my old memorabilia. was also super into lots of anime, notably Death Note, Jojo’s, Puella Magi Madoka Magica, and Evangelion.

My focus then shifted to fashion stuff. When I was 14, I spent a ridiculous amount of time in fashion forums online, mostly on Facebook lol. This was kinda my entry point into where I’m at, I used to be super into Rick Owens, Yohji Yamamoto and Ann Demeulemeester (still am), and would wear it to school when I was 16 (within reason, whatever I could get super cheap online, I was working as a cleaner at my school at that time so budget was tight lol). I used to always swap stuff with friends to keep things fresh.

London’s underground can be unpredictable. How has being in that environment shaped your own process?

It really chews you up and spits you out, I guess that is synonymous with the industry we reside in, so I was prepared for the intensity of it all… But at the same time, I have met some of the most amazing, lovely, and talented people through existing in that space for a while, which I am forever grateful for. Being around such people really influenced the way I approach work, and I guess shaped the people I collaborate with. It was weird before moving to London, and knowing some people’s music, experiencing it for the first time in real life was super special.

Gatekeeping aside, who’s inspiring you right now that most people haven’t discovered yet?

On a non-gatekeeper level, most stuff that inspires me is old or super random lol, but there is some really special talent coming through right now. Some of my favourite designers that people need to see are Maxwell Bresler, Seho Kim, add4ess, and Mvudslyde.

Musically, I’m enamoured by the likes of Joon Gloom, Drumloop, Nation, Aamourocean, Ushko, Torus, and Wounder. There’s so much awesome stuff out there; the internet age makes it easy to find, which is dope.

Also Bradford MC music lol, shoutout BD. The bassline scene is so culturally significant and feels extra special to me. lol I love Marky B and YA so much.

How much does music shape your creative direction, especially when working with artists?

Hugely, whether it is who I am working with or even what I am listening to when starting the developmental thinking process, it plays a huge role. I find I work best with ambient or classical music.

The best thing about working with musicians is that each detail is so different from person to person, you really have to try your best to perceive the person, and getting the first selection right always feels good. It makes me feel like a good psychoanalyst… From start to finish, the process is ever-changing, which keeps my brain active. Feels blessed to have worked with some of the artists who shaped different parts of my life, lucky forever.

What’s something about styling/creative direction that outsiders misunderstand?

It’s a lot.. I love this life, so it is fine for me, but people underestimate the workload. I am at my studio at every opportunity I have to work, usually working for stupid hours and doing the same day by day. So many emails and cogs moving at once. But it is also so awesome, so it never feels like a day of work.

Is there a piece of pop culture, a music video, an album cover, or a film that you think is visually perfect?

Lady Gaga performing Paparazzi at the VMAs in 2009… like….. The perfect balance of pop, gore, and drama. I think stuff like this reminds me that pop can be creatively so powerful.

Also, the Alejandro video with the insane headpiece by the lovely and legendary Nasir Mazhar, like omg.

I seem like way more of a Gaga fan than I am right now, but those feel super introductory for me as I was 8 years old seeing it for the first time, 23 now, and it still resonates. As far as perfect pop culture goes, she will always take the crown.

What’s in your bag? Like, literally, what do you carry around?

Always have a portable charger… prepared at all costs.. Otherwise, my cross, leather conditioner, Konami arcade card, and a funny hat. Currently trying to enforce some reading, so I also have Sisyphus by Camus. Honestly, stay pretty light.

When you think about your own visual identity, outside of client work, how would you describe it right now?

Currently purgatorial, I feel like I’m in an in-between stage of visual languages. Shifting… Looking back at the stuff that got me here in the first place, to move forward again. I’m keen to make something more desolate.

What kind of legacy do you wish to leave behind in the world?

As long as my work represents me as a person, I’m happy; hopefully, people can find some alignment with it also.

Luca Wowczyna : dressing other realities