Joseph is a multi-talented and and highly creative fashion stylist and costume designer with a diverse list of clients and credits in the music, commercial and film sectors of the industry.
Credits include BAFTA award winning TV drama “L8er Youngers”, music videos for James Blunt, The 1975, Dizzee Rascal, John Grant, Wolf Alice, ABC, Biffy Clyro, The Mystery Jets, Simply Red, JLS, Rizzle Kicks, Pendulum, Yolanda Be Cool, Olly Murs, Groove Armada, Broods and commercial styling for brands such as Louis Vuitton, Harvey Nichols, Warehouse, Max Factor, Adidas, Sony, Toshiba, Virgin, Innocent, Glenfiddich, Carlsberg, Pizza Hut, Macleans, Malibu, The Times, The BBC, Unicef, Save The Children and The British Heart Foundation.
Joseph Crone’s portrait by Photographer Steven M B Jones
London’s Top Fashion
Doina: Mr. Joseph Crone, please tell us who was the most influential person for you while growing up? And why?
Joseph: When I was growing up, my father was a huge influence on me. He dedicated a lot of time showing me the ways of the world, and teaching me how, and how not, to behave in polite society and how to be taken seriously by others, while my mother showed me the importance of being sensitive and comprehending the subtleties of communication in a visual medium.
Doina: Tell us (more) about your childhood.
Joseph: Being an only child, I was always made to feel like “number one”. My parents were very selfless and tirelessly worked to make sure I had the best start in life. I can never thank them enough for all the sacrifices they made, while I was growing up to make sure this happened. At school I was very gregarious and made friends wherever I went. I think a big part of styling is anthropology, so an interest in people goes hand in hand with an interest in style and fashion for me. During my childhood I was diagnosed with ADHD (called ADD in those days) and found it difficult to focus in lessons. With a huge excess of energy and often blurting out answers or comments, and being something of a ringleader for those who wanted to misbehave and be distracted from everyday school life. When I started styling I managed to harness that energy into my work and finally felt able to focus on a subject that truly interested me and captured my imagination.
Doina: What was the time you knew you are going to be a famous stylist?
Joseph: With my mother working with big names in fashion during the 70s, Vivienne Westwood, Zandra Rhodes, etc. and my father being involved in a lot of shoots overseas, I have always been surrounded by creative activity. As early as 12, I can remember being interested in clothes and how they made both, myself and others feel and look. Changing one’s immediate character through what they are wearing is a big part of styling for me. I never knew per se that I would be a stylist, but when it all started happening it felt natural and like my destiny.
Doina: Is there a book you enjoy reading over and over?
Joseph: Rather than a book, there’s a film I find myself watching every six weeks or so. It’s called “La Grande Bellezza”, and it’s about a man coming to various realizations about life in a very sophisticated and stylish manner. It’s beautifully shot, at times reminding me of a fragrance commercial, a music video or a fashion film. That, “Liquid Sky” and “A Bout de Soufflé” are the ones I keep watching over and over.
Doina: You have a keen passion for rare cars, yourself being the owner of (at least) one that stirs up a lot of attention while cruising the streets of London. How else do you nurture this passion?
Joseph: Cars are an extension of our personal style and the way we express ourselves. I often used to call my very thick and heavy duffel coat my car as a joke, when I was in my early teens, as it was so stiff and heavy I had almost climb into it to wear it, but i loved the way it looked. I believe that similarly, your car is really a big coat. When you’re travelling by car, it’s the first thing people see along with your face and shoulders, so it should be in line with the way you want the world to perceive you. Personally I favor the more exotic and stylized cars, just as I do with clothes, so I am always on the lookout for something new to drive that will inspire both, others and myself, and create a positive feeling for them and me.
Doina: Who is the most stylish person alive seen thru the eyes of Joseph Crone?
Joseph: Bryan Ferry. I have always admired him for his elegance and timelessness. Always daring, never overt.
Doina: Could you please give to the ones who aspire to become stylists, a good piece of advice for the beginning of career?
Joseph: The one key tool for styling is confidence. Don’t forget that in order to be able to convince others that they will look better wearing items that you have chosen for them than their own clothes, you need to have an absolute belief that what you are telling them is actually true. So start styling and shooting, however you can, collaborate with emerging photographers and models, musicians who no one’s heard of yet, anyone who’s willing to give you a chance and get as much feedback as you can. That is how you hone your styling skills and develop a confidence in your abilities that will lead to your becoming a recognized and influential stylist.
Doina: If you have a motto that you always keep in mind or an expression you guide yourself with at times, please share it with us.
Joseph: Joseph Crone’s Rule of Three (or often Two)! Never more than three accessories for daily life, especially with menswear. It can be tempting to pile on the statement sunglasses, tie clip, pocket square, lapel badge, hat, wallet chain, shoes, bag, necklace etc, etc. I believe two or at the most three considered accessories send a far more powerful message than an overcrowded or busy look. Of course there are a lot of exceptions to this rule, and for womenswear I sometimes go to four or five, but in elegant daily life you can’t go wrong with the Rule of Three!
Doina: You are not only a sophisticatedly dressed man but also one can see that you maintain yourself very well. Considering the expression “I am what I eat”, what could you tell us about your lifestyle in terms of body nutrition?
Joseph: As a stylist there is often not much sleep and a lot to be done, leaving little time to prepare healthy meals and snacks prior to shooting. As a result I am addicted to my blender. It’s a Nutri-Bullet type affair, but came out way before Kenwood’s Smoothie2go. Often I’ll take it to a location we are shooting at, and plug it in wherever I can find some power. Favorite ingredients include acai, berry pulp, spinach, organic pine nuts, hazelnuts, golden linseed, gluten free oats, fresh turmeric root, ginger and a scoop of organic protein powder. The resulting beverages, depending on ingredients, can be soothing and quite filling if I’m trying to relax towards the end or rather a shocking jolt to the system if I need to get myself going at the start of the day. It’s a stark contrast to the doughnuts, pizzas, crisps and chocolate that often crop up on shoots, but I do occasionally succumb to those too!
Doina: Did you have key people who supported you at the beginning of your career and you might be thankful for?
Joseph: I was extremely lucky at the beginning of my career to have help coming from almost every angle, and a wealth of supporters who believed in me and gave me the opportunities I sought. I’m very thankful for all these people, as well of those that I continue to meet who believe in me and what I can offer them.
Doina: What recommendation would you make to a young man at the age of twenty who doesn’t know much about style?
Joseph: Style is a journey and, like wealth and grey hair, is something you accumulate over time. Ever noticed how those more mature gentlemen seem to have an effortless style that really suits them? It all come with time. Don’t force or rush it, just take inspiration from what you see around you that looks good to you, make it your own and allow your style to develop and flow.
Doina: Your most recent projects include working with James Blunt, Adele, John Grant, for Louis Vuitton, Adidas and so on… what is your working regime and how do you prepare for each new assignment?
Joseph: I believe in giving 100% to each and every project I am lucky enough to work on, regardless of scale, budget or profile. Only by knowing that I have done absolutely everything I could, to get the best results for my client, then I will have the confidence to say with conviction, “this looks good”.
Preparation varies with each project, but we’ll normally be buying items from our favorite retailers, borrowing items from PR companies whose clients we admire or contacting brands and designers directly to see if they are interested in collaborating on a project, and loaning out their samples or stock for the occasion. The people we involve can and will be anyone from super-brands like Louis Vuitton, D&G etc. to graduate designers with only one collection, and independent boutique owners who source or design their own unique pieces.
Doina: What should be the music that inspires Mr. Crone?
Joseph: One enjoys a mixed bag really, from early 60’s ska, 70’s stadium rock, 80’s hip hop and hair metal, 90’s ragga jungle and britpop to a healthy dose of Absolute Radio in the car to keep the things current.
Left: “Disorder Dance”
Styled by Joseph Crone
Photography: Claire Harrison
Model: Olga Datsenko
MUA: Rebecca Doney
Nails: Liane Anderson