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Sveta Loma: I played with the camera and took my own pictures.

To begin, can you please give us a little intro as to what motivated you to become a photographer?

When I was a child, my father bought lots of art books and I liked to leaf through them, also my father print his photos in the bathroom, and I watched and helped him. Photography has always been his hobby. Sometimes, I played with the camera and took my own pictures. When I grew up, I got another profession, but when my mother died, and I understood that life is too short to do things you don’t like.

So I started my photo journey :)

What are the most important lessons you have learned about fashion photography so far?

For me, the most important rule is not to compare yourself with other photographers. Everyone has their own way, and comparison often takes you a few steps back. This applies not only to fashion photography but also to everything else.

What would you say is your style of photography?

I love emotional portraits and I try to show not only the look prepared by stylists and make-up artists in every shoot but also to reveal the person in the shoot.

How long does it take to create one of these wonderful works?

Bokalo Olesya (creative producer):

From idea to result, it took more than a month. Coordination of the whole team. Preparation of clothes that were created by decorators.

And processing time. But when there is a clear idea and a charged team, everything happens in one breath.

(For example, we filmed the last work in two days)\

How do you manage to make your models feel comfortable in front of the camera?

Every shoot I start with a small talk with a model about something personal, about herself/himself, at this moment I keep taking pictures, to catch real emotions and reveal the model. An important point, I always turn on the music that the model likes to make her/him more comfortable and free.

From your point of view, what are the most difficult aspects of professional fashion photography?

The most difficult - is not to be a momentary project. We prefer to do more than a fashion shoot. On Instagram, the project has a very short life, like fast-food. So we are inspired by art, to do something interesting and to have an opportunity to be published in magazines, of course.

Are there any other photographers you lookup? Who?

Nicholas Fols, Luis Monteiro, George Mayer, Txema Yeste … and, of course, Steven Meisel, Paolo Roversi, Helmut Newton, Rodney Smith,

Bruce Weber, Peter Lindbergh

In addition to being sharp and well lit, your photos are beautifully edited. What is your retouching/production philosophy?

Minimum retouching, because I prefer natural faces, and I try to avoid porcelain faces like dolls. That’s why I like to work with men) they don’t pay attention to retouching, and as a result, they turn out as natural as possible.

If you couldn't be a photographer, what would be your other career choice?

Now I can’t imagine this situation, this is my way of life, and no matter what profession I choose, as a result, I would still be a photographer.

What projects are you working on next, and what are your goals for the future?

In the near future, we are planning a joint project on a series of portraits in the style of Peter Lindbergh, and then something eccentric awaits again)

Where can we see more of your works and get connected with you?

Model: Komova Anna

Model: Kravchenko Katya @kwijilzy Model: Tulinova Irina @_sadseal__

Model: Berezina Natalia @bjork_natalia

Model: Chemerisova Valeria @valeriaaameris Hair Stylist: Bokalo Olesya @bokalolesya_hair

Makeup Artist: Yana Lekontseva @yana_lekontseva

Hair Stylist: Yurchenko Zhanna @zhanna_yurchenko

Makeup Artist: Zatsepina Masha @zatseppmakeupp Costume Designer: Ahkubekova Marina @ahkubekova Publication/Photographer/Retoucher: Sveta Loma @lomashoot


You can read The MAIN ISSUE Vol. 29 here:



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