The beauty of fashion images is very important in this environment and I have always been fascinated by perfect aesthetic pictures but with much more ambiguous content, what is often found in the work of photographer Erwin Olaf .
I think the viewer who is seduced by the beauty of the picture before understanding its meaning can be reached much more strongly. I try always, first and foremost, to achieve beautiful images, but I do not consider myself working in fashion, rather in fashion photography.
I need all the elements (models, styling, makeup, scenery...) to be in total agreement to serve the image itself and especially the story within this image, otherwise it becomes boring to watch and it is the worst thing that can happen to a fashion photographer.
Due to my cinematographic background I produce my shoots like films. I imagine a scenario (from a word, a mood, color, clothing...) then I do a script (storyboard) and I chose the sets, models, hair, lights, leaving nothing to chance. This control allows me to imagine an infinite number of shots.