Lo Fi photography

"I don't care what camera people think I use, or even if they think I don't know how to use a camera. So much of photography is bogged down in this preciousness."

Not words uttered by me, but the kind of statement that could get you thrown off a photography masters course.

These words came from fashion photographer Valerie Phillips, whose so-called lo-fi style has been used by brands like Puma, Virgin Atlantic and Doc Martens.

Lo-fi photography is almost a snap-shot style and without the use of a studio, lightning rigs or, seemingly, much forethought. But that's the idea.

I think it's the fact that it is the easiest style to emulate for an amateur, leading to criticisms from the great and good who reside at Hotel Theoretical (not the place you and I would feel at home).

But while others sniff at it either because it looks cheap or because it can't be obviously referenced to a style first used more 50-odd years ago, the only measure of it's validity should be this: Does it look good?