Fashion Art Direction projects
Authenticity is a fight against utilitarianism. I believe that each person, woman or man, should express themself according to their personality. Our world needs to be more inclusive.
In fashion art direction, we deal with media and visual impact, so authenticity is on trial. However, there is a way of directing a photo shooting respecting the model, the client and myself. Usually, I like involving the models as much as it is possible in my concept. When they start thinking by themself, I love it! They are not mere objects, they do think! They are part of the team. When I'm working this way, the models integrate the concept better and, during the shooting, they react with authenticity accordingly to the script. It is an arduous but more respectful way of working.