Jam Sutton is an artist who doesn't need any introduction. Director of music videos, photographer and 3D sculptor. His work is inspired by pop culture. His imagery is an explosive cocktail of color, pop and surrealism. Sutton is part of this new generation of artists who breaks the boundaries of traditional photography. He created his own style through his imagination, his brilliant vision and advanced techniques, such as editing photos and videos or post production. He has collaborated with many international artists such as will.i.am, Natalia Kills, Space Cowboy, Ministry of Sound, Pharell Williams or Azealia Banks. His work has been awarded on numerous occasions. He is an internationally recognized artist. Needless to say, I'm a big fan of Jam Sutton! He recently launched a clothing line called 'This is not Clothing '. With this collection, it really makes his art accessible. I met him and he explains his approach ...

John Noa: Hi Jam, who are you ?
Jam Sutton: Hey ! I'm a British visual artist, photographer and fashion designer. My work spans various mediums, from photography, digital art, film, sculpture and fashion.

J.N: Your photographic works are striking. Explain to us this look and pop at the same time very dark ...
J.S: I have a love for colour and a love for the macabre. I like juxtaposing dark themes with colour, it seems to strike a certain unexpected harmony.

J.N: The religious image is of some importance in your work ...
J.S:I'm interested in the communicative power of an image; religious iconography is some more the most powerful art in history. I like to juxtapose classical art with modern influence. I think it's really important to have an understanding of human history, especially through art. Works from a specific time in history show so much about social and political conditions - I find it really interesting.

J.N: You've collaborated with celebrities. A story to tell ?
J.S: I've been lucky to work with some great people over the years, and it still surprises me how down to earth Pharrell Williams is. He was very humble and I had a great time collaborating with him. It's really great to produce work with artists you admire and respect, especially when they trust your vision and give you free reign artistically.

J.N: Talking About 'This Not Clothing'. Your photos become clothes! What is your approach ?
J.S:This Is Not Clothing is an art brand. I'm a creator of imagery and have always been excited by print in fashion. At the time I started This Is Not Clothing, I had an exhibition of my artwork in Barcelona. I was thinking about ways to exhibit artwork in places ranging from the gallery space, to artwork in the street. Then I realised, why not combine my interest of artwork with fabric print and clothing. With each collection I create a series of new artwork, I approach the designs the same way I would create pieces for an exhibition.

J.N: Besides, why this name ?
J.S: The concept of the brand is that each item is an art print - a wearable artwork.

J.N: Who is the typical customer 'This Not Clothing' to you ?
J.S: From art collectors to fashionistas, I think art is relatable to everyone.

J.S: Sneakers

J.S: Inspired

J.S: Like all art, it's important the viewer interprets meaning that's personal to them; it's the same with my clothing. I want the customer to interpret it anyway they like and wear it however they wish.