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Technology is getting such that people
are going to be able to specialise and really capture their life
and capture the style that they want to have.
I love being on the street, it becomes quite addictive.
Knowing at any moment you could turn the corner and find your best shot is great.
You know the thing I'm looking for is just a moment...
you know, I'm just looking to be surprised.
[Talking to street model Aaliyah] I do a photo blog called the Sartorialist. Do you mind if I do a fast photograph of you?
Aaliyah: Yes, of course. Scott: Yeah? OK.
I mean, the best style really helps express who you are as an individual.
It tells you something about that person and their experiences and their life.
Your chin comes down your eyes open up a little bit.
So, chin down just a little bit more.
I started the blog because I think I was just seeing a lot of people
who I thought looked really cool, whether they were stylish or not.
But that were inspiring.
I didn't really see represented that kind of style in magazines.
I think, since the explosion of blogs, especially in fashion,
has really changed the world of style, in the sense that, you know,
in the past there were really just three venues.
You know you had Vogue, you had Harper's Bazaar,
you had maybe some other major magazine, that was the one direction of what they thought style should be
where now there's a lot of voices and it's really up to the consumer and to the viewer
to just choose the voices that speak to them.
So, for Burberry we shot about a hundred people.
Interpreting the Burberry Trench in their own way,
with their own clothes underneath,
in their own style... whatever city we found them in.
And it was a big risk for Burberry but I think it also had an even bigger reward
in the sense it was really the first major kind of
social media campaign that was ever done.
And I think that's how they moved forward,
that's how they've been at the forefront of social media
-- they've really embraced that. A lot of brands are afraid of that.
The best photographs that I've done are really spontaneous moments.
It's seeing it for the beauty that it, that it really is.
It's like a car like this, like a Bentley.
It takes a lot of work a lot of work to make it seem so effortless.
You don't notice all the little elements that make it work so beautifully.
It takes a lot of work to do something that feels instinctual.
With the internet people are going to be able to shop
from stores all over the world. And mix, you know,
a kimono from Japan with a kilt from Ireland.
It's like a digital park bench.
I think the future of style's going to become even a higher evolution of personal style.
I think it's going to be even easier for people to create their own
kind of bespoke version of how they want to look and how they
want to express who they are, in a way that we've never quite seen before.