GREY GOOSE Vodka presents a series exploring exceptional talents. First up: photographer Mr Jonathan Daniel Pryce.

Given that he earns a living by taking pictures of stylish people, it is testament to Mr Jonathan Pryce (who goes by the pseudonym Garcon Jon) that he sometimes finds himself in the spotlight. Some photographers who specialise in street style are lauded, but none command respect and attention quite like Mr Pryce – who has become a go-to photographer for publications such as Vogue, GQ, Time, and T Magazine. A well-dressed man-about-town (much like the gentlemen he features on his wildly successful site garconjon.com), he was an easy choice for the first instalment in our series – created alongside GREY GOOSE Vodka, the world’s best-tasting vodka – exploring exceptional talents within their field.

Now that pretty much everyone has a serviceable camera in their pocket, how does one become an outstanding street-style photographer? “I couldn't really say. I don't really consider myself a street-style photographer and that may be why,” says Mr Pryce when we catch up after shooting him at work and play in his home city of London. “I started in the studio, but became best known for the street images. I would like to think I see things differently and approach with an open mind.”

He certainly has a keen eye for detail. When we ask him what he looks for in a subject, he says: “A feature that I know will translate well in an image. This could be big ears, bright eyes or an incredible sense of style.” But you cannot get anywhere in this line of work without a healthy dose of passion. After a “bright red plastic point-and-shoot” camera he received at the age of seven piqued his interest (he now uses a Canon 5D MK III), Mr Pryce went on to study photography, and found himself fascinated by fashion portraits by Messrs Mario Testino, Nick Knight and David Bailey. But his first truly formative pictures were taken off-campus, with humble materials. “When I began shooting, I was running a vintage clothing business, so would get my friends dressed up in old leather jackets and army surplus and take photographs of them on my old Pentax 35mm camera I picked up at a flea market.”

Such early analogue exploits seem far removed from Mr Pryce’s current status as a tastemaker in the digital world. Boasting over 60,000 Instagram followers on his personal account, he’s clearly a social media expert, with a sharp eye for an image that will catch the attention of even the most jaded thumb-scrollers. “I get most of my clients through Instagram and often the brief includes creating images that are ‘social appropriate’,” he says.  “In this age…. attention spans are very low. If you can get someone to stop for a moment and think, the image has done its job.”

When Mr Pryce is not hot-footing it across the globe (“This year has been incredible for travel. I’ve been to Europe a lot, but also South Africa and the US”), he likes to relax in London, enjoying a cocktail or two with friends. “The festive period is necessary time off. I usually work right up until Christmas and then I love to switch off. No phones, no internet,” he says.

His spirit of choice for the party season is GREY GOOSE Vodka, which brings “a sense of clarity” to a drink, he says. This may be because GREY GOOSE uses the finest ingredients, all sourced in France, and distills its vodka only once. But, in fact, it’s a little bit more personal for Mr Pryce. “In all aspects of life I like to keep it simple. There’s a beauty in only holding onto things that you truly love, and GREY GOOSE is a great example of that.” And, by mixing it with a few other choice ingredients, Mr Pryce knows as well as anyone how to enjoy GREY GOOSE in an appropriately festive cocktail. The GREY GOOSE Fireside – made with GREY GOOSE Vodka, maple syrup, rosemary, salt and grapefruit juice – certainly hits the spot. “The Fireside is my preferred cocktail. It has a hint of an old fashioned, but with a cleaner taste and, as I have a sweet tooth, the maple syrup is a lovely touch,” says Mr Pryce.

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