PHOTOGRAPHER
JANNA TODE
Can you remember when you first held a camera?
When I was 13 years old my father gave me my first analogue camera. Since then all my friends had to serve as my models.
What is a childhood image burnt into your mind?
I grew up on the countryside in the north of Germany. Mostly all of my formative memories are kids playing on the fields, surrounded by nature.
Can you tell me an iconic photographer whose work you got very fascinated by? — What did you feel when looking at their images?
Peter Lindbergh, without doubt!!! He was a pioneer in his way of seeing and showing women. Lindbergh’s pure and honest work was by far one of the most inspiring for me & Stefan Milev’s art of seeing fascinated me a lot.
What do you love most about the Fashion Industry?
I love working with people who are euphoric, motivated and willing to create something beautiful. For me the model is standing in the foreground while creating a picture or statement. This is more important to me than fashion.
If you would start out now what would you be doing, how would you go about // who would you work with and where would you be aiming?
Maybe i would travel more. i would love to work more in Amsterdam and Copenhagen.
Statistics show that only 1 in 10 of the big money jobs i.e. womenswear- beauty and perfume campaigns are shot by women. Is there just no qualified female fashion photographers out there?
I think there is a big wave of change coming. The photography business was always very dominated by men. But since a few years more and more female photographers are stepping into the foreground and are finally being taken seriously. I often find the perspective of women more sensitive and at eye level. I noticed that there is hardly such competitive behavior between female photographers as among men. We do support each other. I am very happy to have so many great and talented colleagues.
Who is your female fashion image maker icon and who is your the one to watch?
I love Annemarieke van Drimmelen and Sonia Szóstak work. They both catch me with their Imagery.
Who is your female fashion designer icon and who is your the one to watch?
Jil Sanders pure and minimalistic looks are always catching my eye.
What makes you feel comfortable on set?
In the beginning I’ve heard a lot of times that photographers (specially female ones) have to be loud and crazy on set. When I finally realized and learned that it is okay to be me, being authentic instead of playing a role, helped me a lot to feel comfortable. For me it is important to have a good connection with my models. Intense preparations in advance do help me a lot that I can focus on positive and good energy during the shoot.
How important is your team?
A good team, talented people you know and you are working with since years are most important.The team is very important to me. Once I find talented and kind people, I love to work with them for years. It is pure gold to find people you trust, who are inspiring and helping each other.
There is a big surge of feminism at the moment - do you think that will affect Fashion Photography?
yes!
What was your relation to fashion prior to working in this industry? Has it changed?
I never had a special focus on fashion. I like to work with pure and minimalistic fashion, it helps to keep the main focus on the model.
What qualities do you value in an agent or booker?
(visual) understanding, trust
What is the most valuable piece of advice you were ever given and what advice would you have wished for earlier on in your career?
I’ve learned the most important thing is put trust in yourself. Be authentic!
What is your next big project or goal for your career?
There a some brands i would love to work for some day. But for now I’m planing personal projects in Scandinavia.
Is there anything in particular you'd like to accomplish?
It was never my goal to shoot high fashion campaigns in Paris. I’m very happy the way i’m going now. In future I will concentrate even more on sustainable brands.
