PN: First of all tell us a little about yourself…
AC: I am a 24 years old fashion photographer based in Zürich and London. I love music, movies, dancing, beeing in nature and feeling free and travelling. I love my work as I can always give more in something. Sometimes just a moment of happiness, sometimes people may change they mind for things or see it from another perspective.
PN: What first attracted you to photography?
AC: At the age of sixteen in art class, I was drawing and painting a lot but somewhere I reached the limits of paper and pencil as a visual medium. I was not longer able to bring the pictures which were flashing in front of my inner eye to the paper. It felt like being unable to speak any more, depressing to see the others putting their souls on the paper while my pictures dammed in my head. Experimenting with a camera obscurer I realized how to dissolve this block. I became full of ideas, obsessed by photography and spent a whole summer in the cellar developing negatives. Before then, my career aspiration was a stage designer/ decorator or fashion designer, but in spite of that I managed to get an apprenticeship in a photographers shop. Bored by the shop routine I lived out my fantasy in my independent work – shooting pictures and perceiving that all the things I love, are accordable in photography.
PN: Who are your main inspirations?
AC: Stories. Stories that I cook up. About people who are sitting opposite me in the train, about girls who throw up in the club toilets at 4 in the morning or about the business lady who wears 13cm high heels to struggle through the snow. Also music is very important for me, many of my stories are inspired by song lyrics. I am also a great fan of movies, so naturally I also get inspired of them.
PN: Do you do the art direction/styling in your photos?
AC: I mostly do the production of the shootings myself, I look for the right team, for the perfect location, the perfect model. I love to work with a good team. Usually I have several specialists for the hair, make-up, styling and a photo assistant at the set. A perfect team knows exactly what to do before you say what you want. I just tell them my inspirations and the story and everybody knows exactly what details we need to get a great story. That`s also the reason why I think the most important thing on a shoot is to have a good harmony on the set. When everybody feels well and a creative then the right atmosphere is around, it is the best starting point for good pictures and friendship.
PN: Do you know exactly what you want at the beginning of a shoot or do you like to see where it goes?
AC: It`s a good mix between both. Mostly I have a story board with the location and some ideas what we are going to do. But in general you should be open for everything that goes on this day. Maybe the light is changing and you have to improvise because your idea is not going to work! But I love that. To work on location means to be passionate, you can’t plan photography, you have to feel it.
PN: Do you edit your photos?
AC: Yes I do the editing of my pictures myself.
PN: Why did you choose to photograph fashion?
AC: Fashion photography shifts the beholder into na imaginary world. There are stories about dreams and wishes, much of delighting spontaneous moments in it. Fashion is as sharp as a point in time and totally freed from any rules. I just can`t get enough…it’s my passion.
PN: What has been your favourite shoot so far? Why?
AC: I don`t have really a favourite shoot. It depends on my day mood. There are a lot of memories in my stories; a lot of situations are inspired by my real life! Sometimes I look at them and think back to a great time I had as a child in the countryside, or sometimes I miss people who are integrated as characters in a story. I never see only the picture I’ve made, I always see the story behind.
Generally I always like my recent stories more than the older ones, just because I always need something new and fresh….that`s also the reason why I do a lot stories in a short time.
No picture on my website is older than 2 years.
PN: What kind of photography do you prefer?
AC: I like to see authenticity, I want to believe what I see even if it`s surreal or strange. This is the type of picture that pops out for me from the rest. Also, people’s identities , inspiring places and brilliant styling.
PN: What is your camera of choice?
AC: I like old cameras! I like my Analogue Hasselblad 505, I also have some old snapshot cameras like my Kodak instamatic camera from the eighties (some pictures in the “why can`t we be friends forever” story are shot with this camera, naturally I love Polaroids but just the original ones! when I work for magazines there is not always enough time to work analogue so I take the shots with a digital SLR from Nikon.
PN: Where do you see yourself in five years?
AC: I want to become a good fashion photographer and also shoot advertising clips, maybe for perfumes. I want to leave Switzerland and go to Paris or London.
- Emma Hoareau