FIELD REPORT : MORGAN BARFIELD

‘Field Report’ is an editorial series hosted in collaboration with Purple Mountain Observatory and Ali George Hinkins. It seeks to showcase members of the wider creative community in PMO gear in their chosen field, whether a literal field, a modern cityscape, a workshop, or a studio space. We aim to delve deeply into the subject’s interests, outlets, and disciplines, while showcasing the brand’s Spring/Summer ’25 collection, highlighting how it has transcended its outdoor roots. 

Each series of Field Report throughout Spring/Summer, will take place in a different UK city, highlighting the variety of talent and creativity in the country. This month’s being Manchester.

For our first instalment of Field Report Spring/Summer ‘25, we are heading to Manchester to connect with Morgan Barfield, a multi-disciplinary creative who has been on our radar for some time now. After departing from a stint with Proper Mag last year, Morgan is dipping her toe back into the freelance world, making the most of the opportunities presented to her, which are only possible through her enviable portfolio fortified through years of hard graft. At present, Morgan is primarily working across photography, styling, and art direction, just to establish some context. Recently, Morgan has added the likes of KEEN, Lucky Saint, and Peak Divide to her client list, demonstrating her ability to work across various mediums and avoid being pigeon-holed.  

PRODUCT MEETS PEOPLE.

As the outdoor space has expanded over the past five years, it has created opportunities for hobbyists to turn their passions into full-fledged careers, whether as photographers, models, stylists, or other creatives. Before Morgan shifted her focus to her current discipline, defined by dynamic movement and a connection to nature, she worked as a jewellery photographer, honing an eye for detail that now informs her ability to capture the intricate elements of footwear and garments with a nuanced perspective and thoughtful framing. Today, Morgan’s ethos, “Outdoor pursuits through a softer gaze,” reflects her aim to portray the outdoors through a female lens, engaging those who have traditionally been left out of the narrative.

To learn more about Morgan and capture her in a fitting environment, we caught a train up to Manchester, where we asked about some of the most memorable projects she’s lent her name to, her go-to outdoor spot, and one thing that people might not know about her – to finish on a personal note.

PMO: It’s fair to say you’ve been busy since taking the leap into freelancing. How did you find the jump? Was there a catalyst? 

MB: I’ve actually been on and off freelance for about eight years now, just across different sectors, I originally started out as a jewellery photographer! But this time around feels different. I’m being more purposeful about the work I take on. I’ve always believed that what you say no to is more important than what you say yes to as a freelance creative.

The main catalyst was feeling pulled toward the running space. I realised how much I connect with that world, creatively and emotionally, and that if I were working for myself again, I could make a bigger impact there. I wanted to dig deeper into campaigns that felt natural and exciting to me.

PMO: What are some of the most memorable projects you’ve worked on so far?

MB: I worked on some really fun campaigns while I was at Propermag, shooting three different athletes on their days off in three different countries for Crocs definitely stands out!. More recently, working with Sums Socks on some directional, mixed-media event coverage was such an enjoyable process. I love building a creative language with clients you collaborate with again and again, there’s a kind of shorthand that develops.

I’ve got some exciting campaigns coming up, too, so I think my most memorable work is hopefully ahead of me this year.

Morgan & Blanco.

PMO: Doubling back, how did you get your start in the industry?

MB: I’ve always had a big thing for jewellery and, as mentioned, started out as a jewellery photographer, I had an eye for detail and for capturing interesting cross-sections of the body. I ended up working with a range of brands, from small independent designers to global names. At the same time, I was spending most of my downtime running, hiking, and scrambling around Derbyshire and the Lakes, and I started getting properly into outdoor brands. It felt like a natural progression to shift focus. The transition from intricate metalwork to the technical details of jackets and shoes actually made a lot of sense. I’m persistent when I have a good feeling about something, and the outdoor community has been welcoming, even if I came to it via a slightly unconventional route.

PMO: Your Instagram bio reads ‘Outdoor pursuits through a softer gaze’. Can you elaborate on that and why you chose it?

MB: Sure, it’s partly to highlight that I’m a lass shooting things like sporting events and performance gear. A friend recently encouraged me to draw attention to the fact that I’m capturing things through a female gaze, and this phrase is what I landed on. Plus, people often assume I’m a guy because Morgan is such a unisex name.

I also think it reflects the stylistic choices in my work, it’s quite soft, playful, and dreamy in how I edit or direct people to interact with their environment.

Living in Manchester, do you have a go-to outdoor adventure spot? What does time in the outdoors afford you creatively?

MB: Yeah, I run and hike a lot and spend a fair amount of time in the Peak District, which is a short train or drive away from Stockport. Running helps calm any racing thoughts, and if I’ve got a head full of ideas that I need to organise, running often helps me do that too. Just being out in the fresh air helps things slot into place nicely.

One of my favourite things is going on aimless solo runs when I’m in a new place, taking my Yashica T5 film camera along and documenting the exploration. It’s such good practice to just zip around a place and see what catches your eye. I think doing this over and over has helped me learn loads more about myself, and I’ve also built up a decent archive of film photos, definitely enough for a zine one day, when I’ve got the time.

PMO: As a woman active in the outdoors, a space that’s still largely underrepresented, what are your thoughts on making it safer and more inclusive? And what advice would you give to other women hoping to follow a similar path into the industry?

MB: Good question! I’d be interested in hearing what guys in the industry have to say on this, too. One of the things I’ve noticed is that in outdoor campaigns, female representation is often limited to a model, an ambassador, maybe a stylist, but production teams are still predominantly male.

I’d really encourage brands and agencies to rethink that and bring more women into production and creative roles. It’s in a brand/agency’s favour because it could lead to some really fresh feeling results too, pushing new perspectives in the scene in general.

PMO: As a multi-disciplinary creative working across photography, writing, styling, and more, how important is versatility in your work? And do you enjoy that day-to-day variation?

MB: Yeah, I live for that flow now! Everything feeds into everything else. I’m lucky to work with some amazing, multi-disciplinary creatives on a regular basis, it feels like we share a language, where we can dip into each other’s work and sort of spark unexpected outcomes.

I used to be a bit hard on myself and wish I’d specialised more in one area, but now I just roll with it.

PMO: Given Manchester’s rich outerwear and technical clothing history, what do you look for in a piece of outerwear?

MB: Pockets, cinches, drawstrings, ways to play with the shape of something. Also, a good quality zip! That’s something my dad instilled in me, and he’s collected outdoor gear his whole life.

PMO: With your proximity to national parks, what kind of clothing do you favour for outdoor pursuits? Does a brand like PMO deliver that? And what do you look for in gear when you’re on a shoot?

MB: I’m here for layering and decent wind-proofing, especially if I’m shooting or hiking. I lean towards gilets or smocky shirt things with lots of pockets, super handy when people are handing you lens caps, tags, hand warmers, and general shoot paraphernalia. PMO definitely ticks those boxes. I love a good mid-layer, especially if it’s got an interesting silhouette or detailing.

PMO: How does a brand like PMO appeal to you as a young creative in the industry? What do they offer that more conventional brands might not?

MB: Every season, I think PMO gets the colours so on point. The branding is subtle, and there are always a few playful pieces which appeal to that side of me, the novelty of being sat in a cafe in the Lake District surrounded by folk in their 80s, all absolutely baffled by the colour change jacket. Epic.

PMO: What’s one thing most people don’t know about you?

MB: I can be quite a macabre person. I really love ghost stories and digging for weird or creepy bits of history/folklore.

Thanks, Morgan, for taking the time to talk to us and be photographed. If you’re interested in Morgan’s work as an individual or prospective client, give her a follow on IG – @morganbarfield or check out her work here.

For more from our Field Report series, click here.