“No two people in the world have the same personality, the word itself stems from the Latin word persona, which refers to a theatrical mask worn by performers to disguise their identities and project different roles. It is the special combination of qualities in a person that makes that person different from others, as shown by the way the person behaves, feels, and thinks”.

Through the eyes of British photographer Sarah Stedeford, a rare bird or rather a rare bird watcher; PERSONA, our second publication showcases a vivid and diverse portfolio of youth culture celebrating character and personality. A project conducted over a year across the cities of London, Paris and Madrid and entirely hand-printed using traditional processes by Sarah at her south London darkroom.

This unique portfolio, portrays a generation, elevating photography and fashion to a collectable object. Sarah Stedeford lives and works in Croydon, United Kingdom.