Top fashion photographer Daniella Midenge
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.