Photographer Jordan Hefler’s bright personal style is informed by her life behind the lens
“Do what you want” is photographer Jordan Hefler’s personal brand and motto. She’s known around town for the phrase that she has advertised across her social media platforms as well as through merchandise like T-shirts, mugs and stickers. A call to unabashed self-expression, the phrase is an empowering reminder of free will in all aspects of life. And despite defining so much of Hefler’s public identity, she says the statement is more of a reminder for her than it is a description of her natural tendencies.
“I really don’t do that,” Hefler says with a laugh. “But I’m always working on it.”
One way she is doing so this year is by bringing her online followers into her bright and eclectic wardrobe. With pieces like rainbow sequin dresses and a larger-than-life Tums bag, her finds stand out just as much as her photos of musicians, food and celebrities. And to Hefler, that only makes sense.
For her, fashion is art. Pulling out pieces from her overstuffed closet, she notes that when she buys a piece, she isn’t necessarily thinking of how or when she would wear it. Rather, it’s to become part of a collection that she is working to build.
“I don’t always know what I want to do with it. I just know I want it,” she remarks, pointing to a bedazzled orange Fanta bag. “But this year, I’m trying to document more playfully and remember that I don’t need to have a reason to put on an outfit and take a cool picture.”
It’s these pictures that inform Hefler’s approach to styling. A longtime admirer of fashion magazines—she even won a contest in 2007 to attend a Teen Vogue brand shoot—she used to think her future was in design.
“I had magazine spreads from Teen Vogue and Harper’s Bazaar plastered all over my walls, sewed dresses for my Barbies and watched America’s Next Top Model and Project Runway constantly,” Hefler wrote in an Instagram post. “I would do miniature self portrait sessions in my room and backyard to mimic the fashion photographs I saw until one day, it clicked that I was actually drawn to the styling and photography of those editorial and advertising spreads more than anything.”
Often built on maximalism and unconventionality, it’s clear to see how these high fashion photo shoots have left a lasting impression on Hefler and her style. For her, it’s the more the merrier. And in a world just coming off of a trend of minimalism, this makes Hefler stand out in a crowd.
A combination of finds from estate sales, local boutiques, thrift shops and more make up these eclectic and memorable outfits. Each piece is a conversation piece in itself, with every item having a story, either through a past life or through simply expressing part of Hefler’s life and interests.
“We’re all going to die. Wear the Tums bag,” Hefler says with a laugh. “The things I buy make me happy, no matter if they’re really expensive or really cheap. What’s that saying? ‘It’s not hoarding if your stuff is cool.’ I like to think that one day, my estate sale will be awesome.”
Keep up with Hefler and her fashion adventures at @jordanhefler on Instagram.
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