With an audience of over 1.5 million, Oracle Fox, Amanda Shadforth’s blog-turned-brand, is influential in the fashion world. Leveraging her skills as an artist, photographer, and stylist, Amanda’s agency creates visually rich campaigns you’ll want to dive into.
Your site started as a personal project, a virtual mood board of all your favorite images that has now evolved into something much bigger. Have your tastes changed as your platform has grown?
In the beginning, Oracle Fox was very much a small creative outlet for my work as a visual artist. I didn’t understand the potential of the site and everything was quite spontaneous. Spontaneity can often be a very good thing but I’m glad we’ve evolved into something much more bespoke and beautiful. Oracle Fox is now 6 years old, and I think in that time I’ve also changed quite a lot personally. In this industry it’s very important to constantly evolve and I love the challenge of keeping things interesting, fresh, and engaging for our audience.
We collaborated on the campaign for my Morocco-inspired new scent, Tangier Vanille. What’s your dream Morocco itinerary?
Visiting Morocco has been a dream of mine for as long as I can remember. My itinerary would be so long, I think I may have to organize a very long stay soon. The very top of my list would be a night under the stars in the Sahara—it would be an incredible way to experience the vastness of the desert. A very close second would be exploring the souks and Medinas of Marrakech; I would love to immerse myself in the beautiful color, culture, and cuisine of the marketplace.
Sometimes it’s also best not to make plans and instead be guided by your surroundings. Where possible, I like to go off the tourist path and live like the locals do, I feel like this is really when the magic happens. And I would make sure to document every beautiful moment with my camera.
Your background is in visual art. Did you ever think you’d be working in fashion?
As a visual artist I was very focused on my craft, and while fashion has always been a passion of mine, I never dreamed of having the opportunity to work so deeply in the industry. For me, it’s been a natural evolution as fashion and art complement each other so beautifully, and really are one and the same on so many levels.
What up-and-coming brands and designers are you most excited to follow? Any new projects you can tell us about?
We’re spoiled in Australia with so many talented designers. This year I have been very lucky to discover and work with local talents such as Georgia Alice, Ryan Storer Jewellery, and Elissa Mcgowan, who may be just starting out but are already doing incredible things. Internationally, I can’t get enough of Beaufille and Rejina Pyo. Off White is another brand I love that’s really shaking up the luxury streetwear scene.
2016 has been a big year for Oracle Fox and we have some incredible projects launching soon, I can’t say too much at this stage so watch this space. A definite highlight for our team was producing our Tangier Vanille campaign for AERIN. Recreating the Moroccan desert on an Australian beach was certainly a challenge but we loved every minute and it was one of our favorite days on set so far.
I love the name Oracle Fox. What’s the story behind it?
I’d love to divulge… however I like to keep the origins of Oracle Fox a little bit of a mystery.