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In this inspiring episode of the SheClicks Women in Photography Podcast, host Angela Nicholson speaks with photographer and director Madeleine Penfold about her powerful journey into the world of photography and how she uses her craft to drive representation and social change.

Mads reflects on growing up without seeing herself reflected in the media and how that experience shaped her desire to create the kinds of images she longed for as a child. From her early years as a self-described tomboy in Manchester to discovering her identity and building confidence through university, Mads opens up about how photography became her voice.

Although she studied business at university, Mads always had a camera in hand and a deep curiosity for people. She shares how teaching photography at a summer camp in the US helped her realise the impact of visual media on self-worth and led her to make a lasting promise—to only create images that matter.

Angela and Mads explore how she broke into sports photography almost by chance, and how working with top footballers became a stepping stone to championing representation in the women’s game. From photographing Premier League players to advocating for proper visibility of women athletes, Mads discusses the power of storytelling, intuition on set, and the importance of building trust with her subjects.

Whether she’s on set with the Lionesses or documenting change in Gambia, Mads brings a deeply human approach to her work. This conversation is full of wisdom, warmth and practical insights for any photographer wanting to make an impact through visual storytelling.

Follow Madeleine’s journey as she creates the world she needed to see - and helps others see themselves in it too.

Takeaways

• Your personal story can become your creative purpose – Let your own experiences guide the kind of work you want to create.
• Photography can be a tool for social change – Use your work to challenge stereotypes and increase representation.
• Success isn’t linear – A squiggly career path can still lead you exactly where you’re meant to be.
• Trust is everything when photographing people – Building rapport and respect makes all the difference.
• Inclusivity starts behind the scenes – A diverse creative team leads to better, more authentic storytelling.
• You don’t need formal training to succeed – Passion, practice, and persistence are just as valuable as a degree.

Connect with Mads

• Website
• Instagram

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