How Gabriel Moses went from filming his mates to chilling with Ye

How Gabriel Moses went from filming his mates to chilling with Ye

by Ollie Cox
7 min

There’s not many 25-year-olds who have lensed campaigns for Louis Vuitton, shot for Supreme, made films for Mercedes-Benz, Burberry and a boatload more, but for Gabriel Moses, these are only a snippet of his CV highlights. The self-taught South Londoner has blossomed from making films with his mates to a full-on creative tour de force, earning the respect of some of the biggest in the business. 

From a young age, Moses looked to his immediate surroundings, to his South London-Nigerian roots and family photos as a source of creative inspiration alongside his fashion student sister’s magazine cutouts, which undoubtedly informed his own editorial-esque approach to storytelling. In recent interviews, Moses has cited American photojournalist Gordon Parks, whose documentary photography rose to prominence in the 1940s until the 1970s, as a source of inspiration. Parks, like Moses, also used artificial lighting to inform his textured visual dialogue. 

The South London photographer initially pursued a degree in business studies but was drawn to capturing his friends, a move that eventually led to him dropping out of education to pursue his career in photography and videography. This was kickstarted by a video of his mates playing footie, which led to Moses being approached by Nike at just 18. Despite having no formal training in videography and being tasked to produce content for a worldwide sportswear brand, his belief in his abilities helped him win over the suits behind the Swoosh, something he has previously attributed to his South London upbringing. “The Lone Athlete” was his directorial debut, and saw him play with light and shadow in what would become his signature style.

Since his debut project for Nike, Moses has gone on to work with some of the most established labels in fashion, including Burberry and Supreme. Remember the legendary Alyx FW20 menswear show, which saw a shirt and tie-clad Bella Hadid on the runway? Moses was there behind the scenes with Matthew Williams, a long-term supporter of his work. But his fashion credentials don’t stop there. In 2021, he directed a Burberry outerwear campaign, which saw protagonists take to the sky, donning the British label’s outwear. This campaign exemplified Moses’ narrative-driven approach, where fantasy and fashion come together to tell a story beyond the product. This unique eye for storytelling makes Moses’ work a valuable asset for brands across the fashion landscape from streetwear to luxury, cutting through the never-ending stream of content to offer longevity beyond the algorithm. 

In 2022, Moses directed the AWGE x Mercedes-Benz campaign video, which became a bridge between fashion and wider culture, further demonstrating the breadth of his abilities as a director. In the same year, he shot a Supreme x Stone Island campaign, applying his signature texture-focused lens to shoot a statement faux fur coat, hoodies and T-shirts which featured Mona Lisa graphics and Stone Island’s compass logo. Despite the commercial aspect of the shoot, Moses’ trademark techniques remained key to the campaign, offering an authentic profile of the Supreme team members who modelled the clothing for the moody visuals, which have now become a valuable asset for brands to tell stories. The partnership between Moses and Supreme felt like a particularly prominent link-up, given Supreme’s narrative driven approach that has pushed downtown skate culture to the world. The New York streetwear behemoth has worked with notable photographers including Roy DeCaravam, and Deana Lawson, adding Moses to the list of those who continue to shape its narrative through their own unique lens. 

Supreme / Stone Island ©

Thanks to his personality packed, striking visuals, more doors at designer labels opened for Moses. In 2023, when Pharrell Williams was appointed as Men’s Creative Director of Louis Vuitton, the South Londoner worked with the Maison on a short film documenting key pieces from its Spring/Summer 2023 collection including “Damoflauge” denim sets, pearl-embellished bombers, and the iconic Speedy bag which has quickly become a hallmark of Williams’ tenure at the House.

While many saw Pharrell’s appointment at Louis Vuitton as a catalyst between the label and celebrity culture, Williams proved he still has his ear to the ground when he tapped Moses for the role (the two were pictured together back in 2022). The decision to involve young creatives like Moses as part of his output was far from a gamble, with Louis Vuitton’s 2023 profits rising 8% from 2022, with its wide-reaching appeal. Despite his work being a part of these commercial gains, Moses’ image-making remains distinctly his own, striking the perfect balance of commerciality and individuality. This reflects his self-belief and dedication to his craft, which makes Moses such a pull for these brands. 

Moses curated a selection of his work in 2023 as part of an exhibition at 180 The Strand, titled “Regina,” translating to “queen” in Latin, and honouring the women who raised him. Alongside his photographic works in the fields of fashion, music, and sport, the exhibition also premiered two new short films, including Ijó, which documented a group of ballet dancers in Lagos, Nigeria, again speaking to the themes of family central to his work. Following the presentation Moses showcased his captivating body of work in a hardback, which also featured personal essays from close collaborators, including Matthew Williams, Ciesay, Clint, Samuel Ross, and Slawn. Both the exhibition and personal referrals that followed solidified Moses’ strong footing in the creative industries, where his distinct style has solidified him as a member of the new creative class, helping to shape narratives at the top of contemporary culture.

Recently, Moses worked with Kanye West, shooting portraits of the rapper as a part of his collaboration with Travis Scott for the latest instalment of his Cactus Jack sneaker collaboration. The link-up between Moses and West, a culture-shaping figure across fashion and music, cements Moses’ authority as one of the most prominent creative talents, something exemplified in his IG comments section where Raheem Sterling, Heron Preston, and Corteiz’s Clint all gave their nods of approval. 

His work for the latest Cactus Jack release racked up more than two million likes on Instagram, reflecting Moses’ unique contribution to the zeitgeist, which is pretty massive at such a young age. Despite the campaign’s initial purpose of amplifying a current product release, Moses’ artistic documentation of West possesses a creative merit that will ensure its existence long after the sneakers have sold out. Speaking to The Spaces, Moses shared his unique approach to his work, “I’m always thinking about the body of work. How will someone in 50 years, 100 years look at the work?” This approach is integral to Moses’ success, both in the present moment online, and in physical mediums, which continue to contribute to the cultural conversation in years to come. 

Gabriel Moses possesses a unique ability to capture, document, and contribute to the current moment whilst providing a timelessness to the work that he captures. Whether shooting fashion campaigns, football videos of his mates, or working with the biggest names in music, each work is uniquely his own, cutting through the noise with his narrative-led creations. 

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