What first drew you to beauty and fashion photography, and how has your understanding of the work changed since you started?

I started photography because I have always been drawn to beauty and aesthetics. Back then, I was inspired by the editorials in renowned magazines, so I began teaching myself photography.

That part has never changed. The only thing that has evolved is my perspective. At some point, I realised that I prefer naturalness over heavily retouched images. In fact, I appreciate the unique features and little imperfections that make each person who they are.

You describe yourself as someone who loves creating worlds. What do you want people to experience through your photographs, and how do you build that into an image?

Yes, absolutely. For me, the process begins long before I take the photograph. When I develop a concept for a client, for example, it is important for me to understand the purpose behind it. What should the viewer or customer feel? What do I want to communicate?

The beauty of photography is that you can create so much through expression, posing, lighting and colour. I believe an image doesn't need much to make an impact. I create a lot with very little, and I love minimalism.

You often say that “aesthetic needs strategy.” Why did brand strategy and positioning become important to you, and how do they influence your work with clients?

Aesthetics alone are a wonderful thing, but when it comes to business, they need to be supported by strategy. There are so many beautiful images out there, but beautiful imagery alone doesn't make a brand.

If you want to sell a product, for example, beautiful images are simply not enough. You need a clear direction and a visual strategy that will ultimately help you reach your target audience and convince them of what you have to offer. This also requires strong positioning and a consistent brand image over the years.

You've spoken about how excessive retouching can weaken an image rather than improve it. Where do you draw the line between thoughtful enhancement and losing what makes a photograph feel real?

For me, retouching is an additional tool. I use it to enhance a model's features, but I never want to completely change a person. I believe that less is more here, too. Focusing on the details and working with precision can make a huge difference in the final result.

When skin is retouched to the point where almost no pores are visible, or makeup is overly enhanced, the image starts to look unnatural. As a viewer, you can sense that something isn't quite right.

I believe it is the combination of many small details that ultimately creates a beautiful overall image.

You describe a portfolio as a strategic sales tool and often remind models, “You get what you show.” What do photographers and other creatives sometimes misunderstand about building a portfolio, and what should their images communicate to potential clients?

I believe a portfolio should always reflect your individual visual language and show who you are as a photographer, for example. If I want to book beauty campaigns but the portfolio consists exclusively of wedding photography, it may be difficult for a potential client to imagine you shooting a beauty campaign.

That is why I believe you should always showcase the kind of work you want to be booked for. Many photographers select images simply because they personally find them beautiful. However, a beautiful image alone isn't necessarily enough to convince a potential client. They need to see your work and think, This is exactly what I want, too.

You say you're often at your most creative when you're offline and doing things unrelated to work. How do you unwind, and do your best ideas sometimes arrive when you least expect them?

I definitely need moments when I can completely disconnect from work. For me, that sometimes means travelling and getting new inspiration and input. In my everyday life, I enjoy spending time by the water or in nature, meditating and playing tennis. There are many different things that help me recharge. Sometimes, it's about trying something completely new or having a good deep conversation with people.

And yes, absolutely. Some of my best ideas come to me when my mind is quiet.

What inspired you to contribute your photographs to Retoucher of the Year, and what would you like participants to keep in mind as they make their own creative decisions when working with your images?

I love the fact that people have the opportunity to showcase their expertise, and I believe it is important to acknowledge everyone on the team who contributes to the creative process. A retoucher plays a significant role in bringing an image to its full potential.

For me, it is essential that people remain true to who they are, while their individual features are enhanced through retouching. Before getting started, retouchers can ask themselves: What is this image about, and what do I want the viewer to notice or feel?