In the world of fashion and design, the collaboration between photographer Jo Hayes and designer Malou Cordery has created waves of excitement. Their synergy brings out the best in each other’s craft, blending Hayes’ keen eye for striking imagery with Cordery’s innovative design aesthetic.
Jo Hayes and Malou Cordery’s collaboration reached new heights with the creation and documentation of a costume for Emily Page Mitchell, a contestant in the Miss USA Tourism International Pageant held in Sabah, Malaysia. Malou, drawing from her rich cultural heritage and design expertise, crafted a costume themed around the American Eagle, symbolizing strength and freedom. The design featured fabric elements from the American flag, an elaborate headdress, and a multitude of feathers and gemstones. Jo Hayes captured the intricate details and cultural significance of this costume through her lens, producing striking images that brought Malou’s vision to life. These photographs by Jo Hayes exemplify the powerful synergy between Jo’s photography and Malou’s fashion design, showcasing their combined ability to tell a compelling story through art and culture.
Malou T. Cordery Exclusive Insight
From Paper Dolls to Runways: Growing up in the Philippines, you made dresses for dolls using paper and banana leaves. How did those early experiences shape your approach to fashion design?
I loved fashion from an early age. It was a way of expressing myself creatively. I designed my first actual dress when I was in college. I joined the Achievers Club in my hometown of Villanueva on the island of Mindanao. This is a group of ladies who gather every Saturday morning for an arts and crafts class. I concentrated on crochet, since I had already received a little instruction from my Grandma Marion in Cebu City. I designed and crocheted doll dresses in the class, which set the stage for my wanting to become a designer.
I wanted to learn how to sew when I was pregnant with my first child, and fortunately, one of my husband’s co-workers gave me her old sewing machine. That’s how I first started learning to sew. I made my kids’ play clothes when they were little, as well as Halloween costumes, baby blankets, and rugs from old clothes. As the children grew older, we became involved as a family in the Filipino American Community of the Carolinas. I choreographed and performed in cultural dances with my daughters, creating many costumes for ourselves and others.
I would say that my girls, Genevieve and Alyson, were really the inspiration for my ultimately pursuing fashion design. I designed many outfits for them as they were growing up, especially Filipino costumes worn in traditional cultural dances. I wanted to showcase them so that, as young ladies, they would have more confidence and poise and aspire to achieve higher things on their own.
I was first exposed to and introduced to CharlotteSeen during my daughter Genevieve’s reign as Miss Asia Carolinas in 2011. She was invited as one of the local pageant winners to participate in a fashion show for charity, along with Mrs. Asia USA, Miss Charlotte, Miss North Carolina, and other pageant winners.
Seeing the fashion show awakened something within me that had been lying dormant for a long time, having manifested itself over the years in my role as a mother and my desire to expose my children to Filipino culture—a culture rich in diversity from many regional and foreign influences. Those early efforts at designing dresses had come full circle, and I suddenly saw an opportunity to express myself as a designer.
Future Vision: Q: What’s next for Malou Tabada Cordery? Are there any upcoming projects or new directions in fashion design that you’re particularly excited about?
In the last few years, I have been focusing more on upcycling, which involves taking old clothing from sources like Goodwill and re-imagining them. Recycling is very time-consuming because of all the disparate materials being used, and it involves a lot of gluing and structural work, which slows down the process and means I have fewer designs to show each year because the pieces take longer to produce. Upcycling involves more use of fabric and sewing; it eliminates all the structural groundwork required in recycling. This moves things along faster and enables me to embellish and accessorize earlier in the process, and create more pieces for a collection.
My first upcycling fashion show was with “Color Me Goodwill” in Asheville, North Carolina, in 2016. My “Blue Collection” won 1st Place for Best Designer, as well as the People’s Choice Award. However, I was still very much in demand as a recyclable designer, accepting a commission from the McColl Center for Art & Innovation to fashion a dress made from a canvas banner that had been hanging outside the McColl Center. I broke a few sewing needles on that project! Sometimes it’s hard to break away from something when you’ve developed a reputation for work in a certain area, but in the past year, I have been using original fabrics and cutting and sewing my own patterns, and have upcoming shows in 2024 with CharlotteSeen, Heartfelt Fashion Charlotte, and Charlotte Fashion Collective.
I am also branching out into designing for pageant contestants, specializing in national and state costumes. In 2022, I was recommended as a designer to Gabby Ortega, Miss Teen North Carolina, who was participating in the Miss Teen USA pageant to be held in Las Vegas, Nevada. I designed a costume for Gabby featuring green gemstones, sequins, and fabric, representing the state gem of North Carolina, the emerald. The costume won 2nd Place in the overall competition.
In 2023, I designed a heritage costume for Shantelle Agatha Cane, a contestant in the USA National Miss Teen Pageant representing Miss Teen North Carolina. The design won 1st Runner-Up in the heritage costume category.
Anything Special to share? I was approached by a photographer named Max Ganly in 2016 about a photoshoot of my collection, and this is one of his images for the WATER design. I think the photograph is beautiful, and resembles a watercolor, but it is not. Max passed away several years ago.
Malou’s notable works include “The Giving Tree,” “Carousel,” “La Traviata,” “The Marriage of Figaro,” and “Aida,” each showcasing the exceptional designs.
Balancing Act: How do you manage to balance your demanding role as a frontliner at Carolina Medical Center/Atrium Health with your thriving career as a fashion designer?
If you do something well, whether it is in fashion, or working in a hospital, you strive to promote causes that are important to everyone. I like to point out to people in the fashion world how I use materials from the hospital, to create awareness, and at the same time, my co-workers and superiors help me collect interesting materials for the designs I am working on!
I like to challenge myself by doing things that seem hard to do at first, and then figuring out ways to present them with a fashion sense. There are challenges at work as well that one has to solve, to minimize risk to the hospital and accomplish things more efficiently.
The common thread I see in my pursuit of fashion design, and my pharmacy work, is that in both cases I am serving the community. It is only natural that fashion as an art form serves to promote awareness about important issues, and supports fundraising for charitable and worthwhile causes. Most of the shows I have done have been to raise funds for various charities, or to support cultural programs. In the pharmacy, I am helping people cope with illness, or get well, and when I designed outfits for cancer survivors from the Levine Children’s hospital, I saw my work as a designer, and as an employee of CHS, interconnect.
I have also participated in creative initiatives at work, submitting artwork to be considered for publication in hospital newsletters. My collage, called “The Healing Hands,” made of hospital materials, was framed for display at the hospital.
Balancing the two worlds is not always easy. I have to consider my work schedule when I have a fashion show coming up, and because I have to be at the hospital at 6:00 a.m., staying up late to put the finishing touches on my creations can prove challenging!
Exclusive Insight with Jo Hayes:
Family First: Your two boys and your husband are a big part of your life. How do they inspire your photography, and in what ways do they support your creative endeavors?
My family is my inspiration. When my oldest son, Miles, was born, I picked up the camera again to capture all his firsts. This passion grew as he started going to casting calls because I was taking his headshots. As my boys grew older, their interests, such as music camps and basketball, significantly shaped my photography journey. My husband, Fred, has been a steadfast supporter, providing unwavering encouragement, financial support, and a positive outlook, which have been crucial to my business’s success.
Foodie Fun: As a self-proclaimed foodie who believes in always making room for dessert, how does your love for food influence your photography, especially in capturing culinary moments?
I love photographing events, especially when there’s delicious food involved! Since joining the Charlotte Foodies group, I’ve had more opportunities to capture culinary moments at their monthly dinner pop-ups. There’s nothing quite like seeing a room full of strangers sharing a meal and leaving as friends.
First Spark: The first time you held your dad’s camera in high school sparked your passion for photography. Can you tell us about that moment and how it set the course for your career?
The first time I held my dad’s camera, I was overwhelmed by all the dials but excited to see the images I was capturing. Growing up, I was always the one with a camera at family gatherings and friendly meetups, creating custom photo albums for fun. These albums are now treasured memories. After years of various jobs, my husband suggested I pursue my passion, leading me back to photography. Today, I’m photographing fashion runways, model portfolios, digitals, and editorials—all starting from that first moment with my dad’s camera.
Entrepreneurial Journey: Starting Jo Hayes Images came with challenges. What were some of the biggest hurdles you faced, and how did you overcome them to establish your business?
Starting my business came with its share of hurdles, including finding customers, developing a marketing strategy, building brand awareness, and managing the business. I tackled each area individually and joined several professional organizations and local groups for networking and insights. Industry experts and SEO strategies helped tremendously in refining my online presence. Being social made it easier to share my passion and grow my business through community involvement.
Candid Moments: Jo Hayes Images specializes in candid photography. Why do you prefer candid shots, and how do you manage to capture those lighthearted, real moments?
I prefer capturing candid shots because they are real and unencumbered. I love the quote by Stephen Fry: “You are who you are when nobody’s watching.” While posing clients is essential, nothing beats capturing a genuine moment, a huge grin, or a gentle gesture. Patience, observation, and readiness are key to capturing these lighthearted moments.
Cultural Representation: As a female Asian-American photographer, how do you incorporate your heritage into your work, and what does cataloging authentic Indigenous Filipino costumes mean to you?
I get excited when I come across projects highlighting my ethnicity. Collaborating with Malou T. Cordery, a fellow Filipino artist, on a project for Emily Paige Mitchell, Miss US Tourism International 2023, was meaningful. This year, I photographed the Charlotte Dragon Boat Festival and am cataloging authentic indigenous Filipino costumes to preserve and share my culture through photography.
Memorable Experiences: Covering a live birth was one of your most memorable moments. Can you share more about that experience and what it taught you about photography and life?
Covering a live birth was exciting, scary, and incredibly emotional. Witnessing this miracle taught me to cherish every moment and continuously challenge myself. The experience highlighted the importance of comfort and trust in capturing intimate moments, for which I am forever grateful.
Community and Collaboration: Since moving to Charlotte, you’ve met fellow creatives and mentors who fuel your artistry. How has this community impacted your work, and what collaborations have been the most significant?
Being part of Charlotte’s creative community has been instrumental. Joining the Charlotte Fashion Collective and collaborating with models, photographers, and designers have allowed my creativity to thrive. Capturing the energy and glamour of the annual Charlotte Fashion Collective Runway Show has been a highlight, and I’m excited for future collaborations.
Technical and Artistic Balance: You enjoy the social, technical, and artistic aspects of being a photographer. How do you balance these elements to create high-quality work that resonates with your clients?
Every project demands a balance of creativity, technical skill, and artistic vision. Finding inspiration is crucial, whether from British photographer David Shoukry, the vibrant murals of Charlotte, or simply following my instincts. This balance enhances my creativity and contributes to delivering exceptional customer experiences and high-quality work.
Future Vision: In the next few years, where do you see Jo Hayes Images going? What are your goals for your business, and how do you plan to continue sharing your passion for photography with your clients?
In the coming years, I envision Jo Hayes Images thriving. While maintaining a balance with family at the forefront, photography remains my passion. Whether capturing fashion shows, documenting events, or immortalizing shared moments, I am committed to sharing meaningful experiences through my lens. My focus is on delivering exceptional customer service and consistently producing high-quality images, ensuring every event is beautifully captured.
The partnership between Jo Hayes and Malou Cordery is a testament to the power of collaboration in the creative industry. Their combined talents have resulted in extraordinary works that captivate and inspire. As they continue to push the boundaries of fashion photography and design, we can look forward to more groundbreaking projects from this dynamic duo.
View her work:Charlotte Event Photography Corporate Event Community Based Event (johayimages.com)
