INNER CITY GRUNGE WITH PUMA

Every so often, a location comes along that pushes creative boundaries and transforms a fashion shoot into something cinematic. That’s exactly what happened with my fashion shoot for Edgars Active, featuring PUMA—set in a dilapidated inner-city building, with peeling paint, broken windows, and shafts of light cutting through the dust like a movie set. The space was crumbling… and completely perfect.

This kind of raw environment is where streetwear thrives. The contrast between PUMA’s clean, modern lines and the gritty texture of the building created a visual tension I loved leaning into. The vibe was unapologetically urban: rebellious, bold, and effortlessly cool.

What I Captured:

• High-impact editorial shots using the decaying walls and rusted stairwells as backdrops

• Moody lighting setups to bring out shadow, texture, and movement

• Close-up detail shots of footwear, accessories, and branding against raw concrete

• Wide angles that emphasized the dramatic setting and scale

Shooting in a space like this comes with its own set of challenges—unstable surfaces, unpredictable light, and a sense of urgency that actually worked in our favor. It forced me to think fast, adapt quickly, and get gritty with my gear. The results? One of my favorite fashion sets to date.

If you’re a fashion brand ready to tell your story in a bold, unconventional way, I’d love to collaborate. Reach me at hello@amandawiggill.co.za or see more of my work on Instagram: @amanda_wiggill