As we countdown to the launch of the 2015 Australian’s Annual, with the associated group Gallery Exhibition, we wanted to give all those fans of fashion and fine art photography something to tease their creative appetites. Over the next 10 weeks we will be giving viewers of FIB.com a chance to see interviews and some of the work that will be in the MASTERS OF PHOTOGRAPHY Vol 13 Australians Book and Show.
Today Diana is an independent freelance photographer specializing in fashion, weddings, portraits and commercial photography. You only have to browse through Diana’s Instagram to see how passionate and motivated she is about her craft and capturing beautiful and definitive life moments.
Diana has worked with several distinguished magazines such as the Adelaide magazine, Unique Magazine and The Parade Magazine. She has also worked with labels such as Cameo, Paolo Sebastian and Designer Sally Phillips. Diana also recently traveled around Australia with leading hair brand Schwarzkopf,
Her audacious photography is continually evolving, ranging from antique style portraits exuding classicism and elegance, to stylized artistic editorials. It is easy to mistake Diana’s commercial photo-shoots for a front cover vogue editorial. Diana’s candid photographs capture the sublime expressions of her subjects in their most natural form. She is a gifted photojournalist quietly telling poetic and emotional stories through unique angles.
We recently sat down with Diana Melfi for an interview.
With the evolution of photography today, the rise of the “selfie”, the boom of image publishing sites like Instagram, and the use of Photoshop and other beginner level image Filtering effects, it could be said that there has been a Democratisation of imaging making, and that anyone with an iPhone is now a photographer. How has this changed the industry? What does it mean for the professional photographer? And where do you see it going?
It certainly makes being a photographer more difficult. More people out there think they are experts just because they have easy access to a number of tools that makes taking photos and manipulating them easier, but I welcome it. Rather than resent this evolution, I try to use it as a motivating tool to make sure I am producing the best possible work I can.
Fashion photography, in the past has been seen as a prestigious almost exclusive club, do you think things have changed in that regard?
Yes and no. I still think fashion photography has the ability to be prestigious, but not necessarily in a bad way. When executed correctly, fashion photography has the ability to transcend and set itself apart in a way few other mediums can. I don’t think it’s an ‘exclusive club’ though. There are so many talented fashion photographers today who are successful but, as with all professions, only a small number can be recognized right at the pointy end. I do think that the talent pool of fashion photographers has grown and will continue to grow into the future.
The late great Corinne Day refused to retouch her models, thus producing raw & sometimes gritty natural images, which stand in stark contrast to the kinds of heavily adjusted kinds of images created by people like the fashion duo; Mert & Marcus, whose end result is nearly 80 percent retouching and post production. Where do you stand on post photo manipulation?
I think there is a unique beauty in all people. Unfortunately it sometimes gets lost as a result of post photo manipulation, especially images that are over manipulated and totally unrealistic. Having said that, I do appreciate the time and effort it takes to achieve a polished image even though it’s not something that I would do to such an extreme extent.
Nick Knight the British photography has been quoted as saying his favourite camera is his iPhone 6 not his Hasselblads. What do you say to that comment, and that “The best camera is the one you have with you at all times”.
I think most photographers have a favorite camera that they like using. However, the iPhone 6 certainly wouldn’t be my choice but everyone is entitled to their own opinion. I’d like to think my eyes and imagination combine to form the best camera I have. So, in this context, perhaps I would agree with the fact that the best camera is the one you have with you at all times. In that sense, the actual device you use to capture what you see is irrelevant.
The likes of photographers Nick Knight & Rankin have become media brands in their own right. Not only are they photographers but also media publishers, editors, journalists & writers. How important is innovation and the addition of new skills today? Is it enough to be a pure play photographer or do you need to add other elements to keep at the top of the game?
It’s so important to constantly challenge yourself to learn new skills in order to strengthen your craft. And this doesn’t relate just to photography, it applies to any field. Whilst studying photography, I also trained in hair, make-up and fashion styling, which has been crucial in aiding my attention to detail now in all my shoots. Also, with the constant evolution in photography and digital equipment, you have no choice but to keep your skills up to date.
Do you know of any rising new stars from here or abroad that you predict big things for in the industry?
Australian fashion models are in high demand internationally right now. Of course it’s due to their beauty, but also to Australia’s strong work ethic and easy-to-work-with attitude. There are so many amazing faces to look out for: Madi Stubbington, Marthe Wiggers, Astrid Holler, Jordan Barrett to name a few.
What skills, aside from the technical image making set, do you need to learn & master to make it to the top level in photography?
You could be the most technically sound photographer, if you don’t have the creative vision and the ability to communicate it to your clients and subjects, then that’s irrelevant to some degree. It’s the photographers’ creative eye and attention to detail that places them at a higher level. I think that with any profession, if you don’t regularly update your skill set, then there’s no room for further growth.
What the leading magazines, websites on the art of photography that you look to and respect above all others?
I’ve always been an avid fashion magazine reader and still am. I love being inspired by the latest fashion and beauty trends not just for my work but personally. I genuinely love fashion. My favourite magazines are Vogue Italy and France, Another Magazine, Russh and W Magazine. There are also a lot of websites to get inspiration from such as style.com, trendhunter.com, fashionising.com, fashiongonerogue.com, just to name a few.
What kind of things do you do to promote your work these days? What kind of things do you do to get new contracts and commissions?
Most of my work comes from referrals and occasionally social media. I’ve been very fortunate that I’ve been able to work constantly in this field for over twelve years now. It hasn’t been easy but I’ve worked hard to build relationships with my clients that are based on good communication skills, a strong work ethic and a true love for the industry.
Where do you ideally need to be based to be an internationally successful photographer?
I don’t think location matters to become successful. The key is to perform to the best of your ability and produce the best possible work you can in order to open up new and exciting opportunities for future work.
How do you describe your style & technique? How do you keep it fresh in such a rapidly paced industry?
I have an eclectic style, which is a reflection of my personality and my own fashion tastes. I can go from shooting something really raw and natural to something high end or quirky. Having a strong team of hair & make-up artists, models, stylists etc behind you, is key to delivering new and interesting work. My technique is quite unorthodox too, as I’m always experimenting unusual ways to light and guide my subjects.
Are you loyal to a certain camera/s? How do you keep up with ever changing technology?
I predominately use Nikon equipment but have a soft spot for my old film cameras. Cameras evolve constantly so you have to upgrade regularly to keep up with the advanced technology, otherwise the quality of your work will fall behind. This also applies to computer technology, which advances rapidly.
Where do you find your inspiration? Do you have a muse, have you in the past? Why do you think you did that?
My muse is my mother. She was always impeccably dressed and manicured, with a beautiful soul too. She strongly influenced my infatuation for fashion, which facilitated my development as a fashion photographer.
What has been your career highlight so far?
I’ve been very fortunate to be able to work in this industry. To me, it is a highlight in itself. But traveling around Australia for two years with leading hair brand Schwarzkopf was phenomenal. Not only did I get to work with some amazing talents, but I also got to see parts of Australia that I never thought I would have the chance to visit.
My most recent highlight was a fashion editorial in an open safari zoo in Adelaide called Monarto. I was literally surrounded by giraffes, zebras, ostriches and loads of other animals roaming freely. I even had meerkats sitting on my lap. I’m a huge animal lover, so this experience was amazing!
The above is a partial excerpt from the MASTERS OF PHOTOGRAPHY “Australians 2015″
To contact Diana Melfi check out her website here