ALVARO GRACIA SERRANO
Alavaro is a BA(Hons) Fashion with photography graduate.
Where are you currently working/ what projects are you currently working on?
I work on magazines, with modelling agencies, brands and with personal clients. I also work on my own personal art projects that are not related to fashion.
What do you look to for inspiration for your work?
Last year I completed an MA in Art related to photography, it opened up my horizons as to what can inspire me and has changed the way I now tackle fashion photography. I look for inspiration within art, paintings, films, sculpture and within the fashion and beauty industry. I choose not to restrict my sources of inspiration to just fashion, as this can limit vision and the chance for progression.
Your projects are a collaborative process. Tell us what is like to always be working with new stylists, models, and designers?
Each collaboration is an experience, whether it is great or not so great. There are people around you that can inspire you, helping you progress and develop and there are those, that try to limit and restrict you. I aim to work with people that push my limits, and encourage me to develop my style of photography and make it better. In general, it is amazing to work with others, as they provide insights into their way of thinking, allowing you to reflect on your photography style. It is always great to work with a team that you can trust completely, who understand your style and develop it with you.
Is there a message you carry through your work that you want people to receive?
Within my work I attempt to create an abstraction of reality, especially in my editorials, I aim to create dreamy, emotive images. I try to create a sense of beauty and fashion that is not affected by time or trends.
Did you have any setbacks or challenges in your career, and how did you overcome those?
Of course, there are many along the way, business is a fierce competition. You have to stay faithful to your personal style, however you have to meet the demands of clients at the same time, which is not always easy. At the end of the day, I think the key to success is to have a clear vision of your own style, yet at the same time learning and developing style, through art and fashion.
For your commercial work, how important is your website? Do you bother making a hard
My website is so important, as I don’t have a hard copy of my portfolio. Your style of work changes so fast and you develop so quickly as an artist, that sometimes work that was done a year ago, maybe no longer suits your style of work anymore. Therefore, it is vital to keep updating your website as it is the easiest and quickest way to do so. Having a hard copy portfolio reprinted every 6 months to a year could become a big problem.
What’s the most important thing you want potential clients to know about you?
I want them to understand my style and interpretation of beauty and fashion. I like them to respect my aesthetics and work with them as a team to achieve a common goal in which we can both be happy. It is crucial we trust one another and allow each other space for creativity.
Do you have any advice for aspiring students?
I advise students to use their time wisely, specifically to make use of the studio facilities and the rental equipment available to them. At Solent, there is an amazing platform for creative people that can help one another develop ideas and progress as an artist, helping you produce a portfolio to a professional level.
WORDS: IEVA KOLUPAILAITE
EDITED: JENIFER BARRY
PHOTOGRAPHY; PROVIDED BY ALVARO GRACIA