Pretty Pritika
Interview with Benjamin Kaufmann
You shot ‘Pretty Pritika’ in New York - an eye-catching model in contrast to an impressive backdrop of skyscrapers - what was the idea behind it?
New York is Pritika's home, so we decided to work together there. I've always been in love with the skyline, so it was an easy decision for both of us.
How and why did you come up with Pritika? And what was it like working with her?
Pritika was introduced to me by a friend and hairdresser Damian Monzillo. He knew that I get inspired by people who use their position to get involved in social enterprises or charities. Pritika is an ambassador for the organization “Operation Smile Ambassador”. Working with her was an absolute pleasure. Her energy is contagious!
What makes ‘Pretty Pritika’ different from your more commercial work?
To be honest, the approach to my work is the same - whether commercial or not - for me it is seamless.
You tend to combine beauty and fashion images with expressive landscape or city photography. Why these combinations?
Everything is inspired by the world we are surrounded by. In one way or another, we can see the original colours, patterns, textures and shapes reflected in fashion, make-up and hair. Ultimately, beauty is anywhere and everywhere - it is not confined to a particular industry, trend or communication medium - be it visual, tactile or audio-driven... Photography is simply my personal way of exploring beauty and bringing to light, what inspires me personally.
In your opinion, in which direction is fashion and beauty photography heading today?
The core will not change. Individuality, authenticity and a very strong personality will always be en vogue. The massive shifts may seem frightening, but I think the opposite is true. The sheer number of young, creative and energetic people coming into the industry creates an effervescent market where ideas pinging off each other.
And how can a photographer maintain his own creative identity in an increasingly competitive environment?
Try not to think of it as competition, but to get inspired by new talent. It is a deeply democratic movement in which old structures have to give way.
How important is it that your work is recognizable?
Since one's own work is always a reflection of one's own personality, it is important to be very clear of the genuine motivation, inspiration and aesthetics. Being an artist is often about taking decisions. At best, they are personal, individual and simply feel right.
