Sunday, June 24, 2012
Ones to Watch: Valeria Cherchi
Posted by Maxine Harris
Name: Valeria Cherchi
Inspiration: Memories, landscapes, dreams
Valeria describes her photography with three simple words: ‘What I see’. This could appear as somewhat of an obvious statement, but within it are allusions to authorship and visual interpretation. Valeria is the author of her photography. It is constructed by what she sees, what she is inspired by, her creative vision. She also collaborates with other visual authors such as designer, Yong Kyun Shin, featured above. When you combine beautiful photography with innovative, stylish design, the inevitable result is visually captivating fashion photography.
Valeria describes the shoot above as one of her favourites this year. She explains ‘It was pretty last minute - Yong Kyun needed the pictures urgently but I am usually really organized and I don’t like to make shoots hastily, unless I am not feeling very inspired. That was the case with Yong Kyun. There was no concept for that shoot, I just adore his work, it is already very strong by itself and when you have one day to organize everything, no time/money to get props, to think about a consistent concept, for me the best thing is to trust your aesthetic and make things as easy as possible, just making sure that the team get the mood you want to achieve’. Here, Valeria points out the true collaborative nature of fashion photography. A designer and photographer must work together to achieve their shared creative vision. In this particular case, the photography needed only to complement the designs. However, Valeria’s beautiful camera work does not merely complement Yong Kyun's clothes. Rather, it accentuates the designs, contextualises them in an outside wilderness.
Surprisingly, fashion photography came as somewhat of a late revelation to the Sardinian-born photographer. ‘I discovered design and fashion in Rome, and after several experiments I understood that mixing photography and fashion was the best way to express myself’.
Asked on what she enjoys about photography, Valeria answered ‘Photography, for me, is a border that I am still not able to get, and I love more than anything else. It’s my memories, my everyday research; it’s my feelings and my job’. The most challenging thing about photography, she explains, is ‘that border. When I do photography for someone else and I cannot express myself 100, I start seeing it. I feel caged, and at times I think I would rather do another job’.
Well, I, and I’m sure many others who have viewed Valeria’s beautiful work, would be horrified at the prospect of her giving it all up. Safe to say, it seems that Valeria isn’t letting go of her passion any time soon – ‘I just want to keep doing what I really like, but in a sunny place’.