Time for Pachamama!

Time for Pachamama!

Photographer:Yankelevich Natalia

Model:Alla Gutnikova

Styling:Alis Bo

Make-up:Olya Boogie

Hair stylist:Liliya Filipava

Assistant:@gayane_es @osipovatanyaa @armine999


Where are you from Originally?

I live and work in Moscow, Russia.


Give me a brief description of your career trajectory – professionally trained or not, opportunities that led to breakthroughs.

In 2005 I entered the Russian Tourism and Service University deciding to learn graphic design. After ending the university I worked as the graphic and UX/UI designer. Also, I started to take part in creative shootings as a model. I was inspired by the process and the photo industry, so decided to make captures by myself. The creative shootings as a model gave me a great experience — it was like a series of free master classes. I saw several ways how to plan the capture and how to get the right emotion and atmosphere.


How does your background affect your work?

I think that the background deeply affects the work. In addition to model experience and art education, I read lots of art books in childhood. I m sure that I always quote these images in my photography.


What is your creative Mantra? Like what do you live by to stay on the cusp as a creative image maker?

For me, filming is the possibility of self-expression first of all. It is interesting to create an atmosphere and history, and not to be a sales tool. Most likely it has a beneficial effect on the result. I never feel sorry for the time and effort to implement creative shooting exactly as I want.


What is the single most important outcome of an image when creating a campaign or editorial story for a client?

The main thing is to create a reliable story with clear characters, whether it is commercial or tfp shooting. In any shootings, I am attentive to details: designing color logic, details and posing, props and makeup. All of these parts work together and create the right atmosphere.


How do you feel fashion is influenced by our culture and or vice versa if you feel culture is influenced by fashion and entertainment, how?

I think everything affects everything) In the fashion industry there are a huge number of quotes from cultural traditions of different countries, from important historical events, from religious faiths. It also happens that the first designers speak on a social problem - then the culture can change under the influence of fashion. I think the issue is not in fashion, but in the person who broadcasts it. For example, it was once impossible to imagine a woman wearing a skirt or driving a car. But gradually more women began to appear who, with their clothes, broadcast a different concept of behavior, a different life choice, and other ideas.


What makes an image iconic?

The right quotes.


What is the best way to describe the working relationship between you as a photographer and your stylist on any given project? How important is that related to the success of that project?

It's a good question. Yes, the photographer can get strong photos alone. But often the portfolio of the photographer consists of just the team creative shooting. In such surveys, there are no restrictions and the whole team is working together on a result that would have blown up their portfolio. The stylist understands the details. He knows the history of culture, the history of costume, painting, literature, cinema, the history of advertising photography,current trends.

A photographer does not always have similar competencies. But even if he possesses, then a lot of organization often falls on the photographer - working with a model, concept, location choice, moderating processes with a client. The stylist can spend more time working with texture, selection of parts, more accurate props solutions. Agreements with brands are also difficult to process. Therefore, working with a stylist is always great.


Since the photography techniques and equipment change quickly, it is important to stay up-to-date. What do you do to always keep up with the times?

I do not think that each photographer should always keep up with the times in technologies and there is a need to constantly update the cameras. Depending on the genre, photographers have different requests for cameras:

- wedding professionals need great speed and good sources

- sports photographers need a fast response and powerful long-focus lenses

- for photographers who work in portrait and editorial genres is not as important a technique as the ability to properly moderate the process. Therefore, I think it is necessary to change the technique if it fails or at the moment when the photographer has rested against its capabilities. And in fact, it does not happen so often.


What are some of the depths that you need to go to in order to stay in a constant mode of innovative creation?

I just love the process and want to make a nice result. Each shot for me as the last. Ie in each shooting, I give the maximum of what I can.


What do you feel ties you in personally to your work?

Most of the shots that became more or less known were made in the process of creative shooting. I don’t know if it’s necessary to explain that the photographer gives his maximum at a creative shooting. I am always very tied to my results because I remember a lot of work on preproduction, adventures on the day of shooting and of course the process of postproduction.