FASH­ION PRO­FILE

Top fash­ion pho­tog­ra­pher Daniella Mi­denge

Marie Claire (South Africa) - - CONTENTS - PHO­TOG­RA­PHER IN­TER­VIEW BY KELLY FUNG

Q: How did your in­volve­ment with the Guess ac­ces­sories and lin­gerie cam­paign come about? A: It’s quite funny ac­tu­ally. A model I shot for a small jew­ellery brand in Ger­many was in Los Angeles and her book landed in the hands of Paul Mar­ciano (the co-founder of Guess). The im­ages caught his at­ten­tion and he had his people track me down. I sent my port­fo­lio to the US and a month later he’d ar­ranged for us to meet in Paris. Q: Take us through your in­spi­ra­tion and vi­sion for the story. A: I am a com­plete colour ad­dict. In this shoot I found my fix by pro­mot­ing colour as part of the ac­ces­sorised man and woman’s glam­orous char­ac­ter; where a ‘true colour’ shines as bright as di­a­monds! I liked the rough­ness of the walls I had made and the time­less red Cadil­lac.To me, con­trast is what makes some­thing in­ter­est­ing. If you want to look sexy, add some­thing rough or un­ex­pected. That might just be the at­ti­tude of the model or the styling of the hair. It’s nice to sit like a man but in a beau­ti­ful dress, for in­stance. Q: How did you go about cap­tur­ing the essence of the Guess brand while main­tain­ing the Daniella aes­thetic? A: I think these two women are sis­ters, so it was easy! Q: What is your cre­ative process when con­cep­tu­al­is­ing a shoot? A: I look at the brand’s vis­ual iden­tity to start with, then at its his­tory; what we are do­ing now will be the fu­ture so it all has to con­nect. I love to con­cep­tu­alise ideas, but I never get too com­pli­cated and deep, be­cause I find it im­por­tant to be flex­i­ble. If the model doesn’t fit with slicked-back, wet-look hair as we’d planned, I’m ready to drop that.You must also be able to cre­ate while it is ac­tu­ally hap­pen­ing, that’s why I let a ba­sic idea evolve through­out the shoot­ing day. Q: Have you al­ways wanted to shoot fash­ion? A: No, but it’s some­thing that gives me a play­ground for my pho­tog­ra­phy. Clothes and la­bels don’t in­ter­est me much but I’m in love with shapes, colours, struc­ture and im­ages. The model is al­ways the fo­cus, I want the style to fit her and it’s im­por­tant that she is com­fort­able and feels free to play. I’m for­tu­nate to be a fe­male pho­tog­ra­pher: I get so much trust from my mod­els and it is so re­ward­ing for all of us in the end. Q: Guess is syn­ony­mous with denim, which is our fo­cus for this is­sue. What do you look for in the per­fect pair of jeans? A: I like ripped, washed-out blue or white jeans, or high-waisted jean-shorts, but I’m not a typ­i­cal denim-girl, I guess. For more of Daniella’s beauty and fash­ion shots, visit Mi­denge.com

This page Be­hindthe-scenes im­ages from the 2013 Guess cam­paign shot by Daniella Mi­denge. Op­po­site The fin­ished prod­uct – some of the cam­paign pho­tos.

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