EC Muse — Gemma Keil

Meet EC Muse Gemma Keil. A stylist and art director, Gemma Keil's career has spanned nearly two decades across fashion, editorial, and advertising industries. Her approach to styling is rooted in contrast, balancing "ease with impact" to uplift relaxed outfitting with subtle drama.

We sat with Gemma Keil to discuss prioritising quality, versatility, and timeless design — pieces that work hard and wear well. It's a philosophy that aligns seamlessly with our own: elevated everyday essentials designed for repeat wear, modern living, and enduring style.

Walk us through your creative journey of becoming a stylist and art director.

I've been working as a stylist for almost 20 years now — which feels surreal to say. Over that time, my career has taken many different forms: I began assisting, then moved in-house at Bloomingdale's, later became a fashion editor at a magazine, consulted for brands, and now work across both fashion and advertising.

What's kept me engaged all these years is the constant evolution of the industry. The landscape is always shifting, and with it, the role of a stylist continues to expand and adapt.

How would you describe your core design or aesthetic philosophy when you're styling?

I think there's always an interplay between contrasts in my work. I'm drawn to the tension between dressed up and dressed down — the balance of ease with impact. I like to bring a relaxed sensibility into my work, but I also want an image to carry a sense of drama. For me, it's about creating visuals that feel effortless yet striking and a bit unexpected.

How do you translate a brand's identity with your styling choices?

Translating a brand's identity through styling is about setting a clear tone and maintaining consistency across a season or shoot. At its core, it requires an understanding of the customer — who they are, or who the brand wants to reach.

The styling approach can be quite nuanced. Sometimes it's the smallest details that communicate identity most powerfully: the way a sleeve is rolled, a shirt is tucked, or the choice of shoe. Each decision shapes the overall mood and ensures the brand's message feels intentional, cohesive, and aligned with its audience.

How has your work evolved over time?

When I first started working on shoots, I was very focused on the outfit itself — the clothes, the look, the details. Now, my perspective has broadened to encompass the entire image. I think less about a single outfit and more about how styling interacts with composition, hair and makeup, lighting, and the overall mood. It's about creating a powerful visual story rather than just a great look.

Describe your personal style. How does Elka Collective resonate with your styling practices?

As I've got older and life has become busier, my personal style has shifted toward comfort, practicality, and quality as non-negotiables. I'm very intentional about what enters my wardrobe, choosing only pieces that feel timeless and versatile. I invest in great staples that I can wear on repeat, knowing they'll carry me through different settings with ease.

That's why Elka Collective resonates so strongly with my styling practices. The brand is carving out a unique space with its beautifully considered everyday pieces — designs that are elevated yet effortless, chic yet wearable.