PHOTOGRAPHER
KARIN BERNDL
Can you remember when you first held a camera?
I remember holding my first camera at around age 5 years old. My granddad was a photographer and cameras were everywhere. He had a little dark room where he took me from time to time and I remember standing in the dark waiting for the timer to count down and then for him to move the exposed paper into the different elixirs. It was magical.
What is a childhood image burnt into your mind? Can you tell me an iconic photographer whose work you got very fascinated by?
The images burnt into my mind are Henri Lartigues images of movement. They are so random and free exploring speed of anything moving around him including cats, people and water, that they are still modern and timeless to me to this day. He inspired me a lot as a student. His ability included capturing people and his family surroundings in a carefree and very natural way, which is impressive when cameras were not yet as compact and light as they are today, film not as sensitive as modern technology and photography and fashion of the same time was very static.
Do you think the “male gaze" is a myth?
No I don’t think the male gaze is a myth. Awareness is the only way any social injustice can be changed, and raising the issue can only bring improvement.
What was your first fashion shoot?
My first fashion shoot was for Selfridges. We had to create a Winterwonderland filled with snow and fashion items in a car studio, since we had a tree made especially that ended up being 3 metres in height instead of 6 feet high.Coming from Austria I wanted to make sure the snow scenes and snow texture was believable. The end result was a set of very fairy tale looking images, having created all the light effects in camera.
What do you love most about Fashion Photography?
The potential for limitless creativity and the exhibition of beautiful craftsmanship when practiced ethically.
What do you most hate about Fashion Photography?
Fast Fashion and the exploitation of the weak and poor who create beautiful products and are not compensated accurately for their work.
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?
I am not sure if there is a way of doing things better or differently. As long as you do what you love, respect others and try your hardest to do the best youc an your work will speak for itself.
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?
This statistic is mind blowing and there are definitely enough qualified female photographers out there to change this. The more awareness we create the quicker this will change.
One says it takes 10’000 hours to become a master of a craft, how long inhours/days/years did it take you to make a living?
After studying photography, I assisted for a few years and shortly after started shooting my first commissions. Photography being my passion I am sure I surpassed the 10.000 hour rule very early on constantly photographing everything and anything around me.
Who is your female fashion photographer icon and who is your the one to watch?
I think Corinne Day’s vision had immense influence on me and I love Yelena Yemchuks photography and story telling.
What makes you feel comfortable on set?
My passionate team.
How important is your team?
Essential and couldn’t do without.
What do say about the charge that all fashion photography is predominantly sexist?
It’s impossible for me to brush everything under one carpet, I don’t believe that is the case.
There is a big surge of feminism at the moment - do you think that will affect Fashion & Beauty Photography?
It is so refreshing seeing photography shot by women, for me the images have an added sensual side we haven’t seen enough of in the mainstream fashion industry before.
When I look at your work, I really love your Stop Frame work and your daylight Still life of perfume bottles – the Gucci Flora shot is killer. What is your favorite shoot?
I love anything moving and am always on the look out to see how I can create movement in my images. I am in love with daylight and am happiest if I can spend time with beautiful objects and textures, observing reflections as the sun moves and the image changes.
What was your relation to fashion prior to working in this industry? Has it changed?
The industry has changed and being able to spend time to craft an image has become rare. This goes hand in hand with fast moving fashion and fast moving imagery. In that respect it is important to take time to shoot your own projects to keep true to yourself
What qualities do you value in an agent or booker?
A good agent should be able to understand the goals you are striving for and by working together with constructive feedback help you to achieve and improve your objectives.
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? What is your next big project or goal for your career?
To shoot more personal work and to be able to move into more filmmaking.
