Kad pomislimo na modu i modnu industriju, često nas to asocira na fashion week revije, besprijekorno dotjerane modele i fotografe koji uspješno “hvataju” svaki trenutak svojim fotoaparatom

Na prvi pogled, moda je bajka – visoke potpetice, luksuzni materijali, ekskluzivni brendovi i visoka umjetnost –  sve se čini savršeno postavljenim i gotovo nedostižnim. No iza kulisa modne industrije krije se cijeli svijet izazova, priprema, nevidljivog truda i često neprepoznatog napora svih onih koji doprinose stvaranju tog savršenog trenutka na fotografiji.

Kako bismo dobili približno stvarnu sliku tog svijeta, razgovarali smo s modelom Juliom Wess i fotografkinjom Danielom Mere, koje su podijelile svoja iskustva i uvide u svakodnevicu modnog svijeta te nas odvele iza kulisa koje obično ostaju skrivene.

Iz perspektive modela

Julia Wess od malih je nogu imala strast prema modi. “Voljela sam modu od djetinjstva – često bih zavirivala u ormare članova obitelji i održavala vlastite “modne revije”. Čak sam s bakom Gitti oponašala photoshootse”, prisjeća se Julia. No trenutak kad je shvatila da bi moda mogla postati njezina karijera bio je na njezinom prvom profesionalnom snimanju.

“Tada sam shvatila da ovo nije samo hobi. Biti pred kamerom i biti dio kreativnog procesa bio je trenutak kad sam znala da želim ozbiljno nastaviti karijeru u modelingu”, kaže.

Za modela, svakodnevica je dinamična i često nepredvidiva, što može biti naporno, no kako nam Julia objašnjava, to je ljepota ovog svijeta. “Nema tipičnog radnog dana, i to je ono što volim u ovom poslu. Međutim, imam svoje rituale. Dan započinjem svježim smoothiejem i kratkim treningom – to mi daje energiju i priprema me za dan. Prije snimanja volim slušati glazbu kako bih se opustila i pripremam kožu – hidracija je ključ! Osim toga, uvijek se trudim doći na posao sa smiješkom na licu”, dodaje Julia. Njezina energija, entuzijazam i fokus na pozitivu doista dolaze do izražaja jer, kako nam kaže, upravo su optimizam i dobro raspoloženje najbolji način da započinjanja svakog radnog dana.

Iako su suradnje s brendovima poput Sportalma, Cliniquea i YSL-a donijele veliki uspjeh, Julia ističe da nije uvijek lako. “Putovanja mogu biti iscrpljujuća, ali gledam na to kao na avanturu – koliko ljudi ima priliku vidjeti toliko različitih mjesta? Pritisak da uvijek izgledate savršeno bio je nešto s čim sam se prvotno borila, no naučila sam da je autentičnost puno važnija. Danas se fokusiram na to da se osjećam dobro u svojoj koži”, priznaje Julia.

Kao model, Julia je svjesna da odbijanja dolaze s poslom, no sve to vidi kao priliku za osobni rast. “Za svaki posao koji ne dobijem, znam da postoji drugi koji je bolji za mene. Važno je ostati pozitivan i podsjetiti se na sve prethodne uspjehe. Također, u tim trenucima volim uzeti vrijeme za sebe – bilo da je to šetnja s psom, ili provođenje kvalitetnog vremena s Kathi, mojom najboljom prijateljicom.”

A najljepši dio posla? Za Juliju je to cijeli behind the scenes koji se možda ne vidi – od kreativnih ljudi s kojima surađuje do destinacija koje posjećuje i, naravno, same mode. A da bi sve to funkcioniralo u simbiozi, važni su kompromis i fleksibilnost.

“Svaki projekt ima svoju dinamiku i to mi je stvarno uzbudljivo”, objašnjava. “Uvijek pažljivo slušam što klijent ili tim imaju na umu i nastojim oživjeti njihove ideje. Istovremeno, ostajem vjerna sebi – mislim da je upravo taj balans ključ za najbolji rezultat.”

Za mlade modele koji tek ulaze u industriju, Julia kaže: “Ostanite vjerni sebi i vjerujte svojim instinktima. Važno je surađivati s ljudima koji dijele vaše vrijednosti i poštuju vas. Naučite reći “ne” kad smatrate da je nešto neispravno i imajte dobar support system. I ono najvažnije – vjerujte u sebe, samo time i napornim radom možete puno postići.”

Modni svijet kroz oči fotografa

A kako modni svijet izgleda kad se na njega gleda kroz objektiv fotografkinje? Daniela Mere, fotografkinja koja je radila s brendovima poput Jacquesa Lemansa i Wunderkleina, kao i s magazinima poput “L’Officiela” i “Grazije”, rekla nam je da je svoju ljubav prema detaljima prepoznala još u ranim danima karijere, što ju je usmjerilo prema beauty fotografiji. “Ljubav prema modi došla je nešto kasnije, ali spajanje ta dva svijeta na setu nešto je što me uvijek iznova oduševljava. Mislim da nije postojao “taj jedan trenutak” koji me definirao kao fotografkinju – to je kontinuirani proces učenja i razvoja.”  

Za Danielu ne postoje tipični radni dani, u čemu je, iako je nepredvidljivo i ponekad naporno, upravo čar ovog posla. “Jedan dan sam cijelo vrijeme na setu, dok sljedeći provodim za računalom, planirajući i uređujući fotografije. Moodboardovi su nezaobilazni dio pripreme – pomažu mi artikulirati viziju i komunicirati je timu. Iako uvijek pažljivo planiram, ostavljam prostora za spontanost jer kreativne ideje često dolaze u trenutku. Najvažnije je biti fleksibilan, posebice kad nešto ne ide po planu.”  

Na setu, Daniela se trudi kreirati opuštenu i inspirativnu atmosferu. “Kad se svi osjećaju ugodno, to se odmah vidi na fotografijama. Uvijek pokušavam održati laganu atmosferu – bilo kroz glazbu, razgovor ili jednostavno jasne i motivirajuće upute.”  

Iza Danielinog objektiva našle su se brojne poznate modne marke poput Jacquesa Lemansa i Wunderkleina, kao i renomirani časopisi kao što je “L’Officiel”. No, na pitanje koji joj je projekt ostao u najljepšem sjećanju, Daniela naglašava kako su svi jednako važni. “Bez obzira na to radim li za mali, “nerazvikani” brend nakita ili veliki, priznati časopis ili brend, pristupam svakom projektu s jednakom ljubavlju i posvećenošću. Vidjeti objavljen svoj rad uvijek je posebno iskustvo – podsjetnik na sve ono što si postigao, a taj osjećaj nikad ne dosadi.”   

Daniela često prisustvuje i prestižnom Kopenhagenskom tjednu mode, koji smatra neiscrpnim izvorom inspiracije. “Tamošnja energija tjera te da izađeš iz zone komfora i razmišljaš izvan okvira. Iako sam prirodno introvertirana, njihovi ljudi toliko su srdačni da se lako opustiš. Te su prilike fantastične za povezivanje s brendovima i influencerima, što često vodi do zanimljivih suradnji.”  

Danielin posao fotografkinje uključuje i godišnje projekte snimanja uz obalu, koji kombiniraju opsežnu pripremu i koordinaciju. “Planiranje uključuje traženje lokacija i izradu detaljnog rasporeda, ali svaki trenutak vrijedi truda. Ono što ove suradnje čini posebnim jest zajedništvo koje kreiram sa suradnicima. Nije sve u poslu, više se radi o kreiranju nečeg kreativnog i lijepog. Osim toga, rad uz more ima neku magiju – to su dani koje pamtim cijelu godinu unatoč intenzivnom tempu.”  

Daniela vjeruje da je ključ uspjeha u autentičnosti. “Kad radim s klijentima, cilj mi je uskladiti njihovu viziju s mojim stilom. S druge strane, kod projekata gdje imam potpunu slobodu, inspiracija dolazi iz raznih izvora – umjetnosti, knjiga, pa čak i svakodnevnog života. Ključ je u zajedničkoj energiji tima – kada smo svi na istoj valnoj duljini, proces teče, a rezultat je uvijek poseban.”  

A ključni savjet za sve koji žele graditi svoj put u karijeri fotografa? “Najvažnije je eksperimentirati i ne bojati se pogrešaka. Svaka prilika za fotografiranje je nova lekcija. S vremenom će vaš stil prirodno evoluirati. Važno je ne uspoređivati se s drugima – svi imamo svoj put.”  

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English version

When we think of fashion and the fashion industry, the first images that often come to mind are runways, impeccably styled models, and photographers skillfully capturing every moment with their cameras.

At first glance, fashion appears like a fairytale – high heels, luxurious materials, exclusive brands, and high art – all seemingly perfectly aligned and almost unattainable. However, behind the scenes of the fashion industry lies a world of challenges, preparation, invisible effort, and often unrecognized hard work by those who contribute to creating that flawless moment captured in a photograph.

To get a closer look at this world, we spoke with model Julia Wess and photographer Daniela Mere, who shared their experiences and insights into the daily realities of the fashion world, taking us behind the scenes that usually remain hidden.

Through the Eyes of a Model

Julia Wess had a passion for fashion from an early age. “I loved fashion since childhood – I often explored my family’s wardrobes and held my own ‘fashion shows.’ I even mimicked photoshoots with my grandma Gitti,” Julia recalls. The moment she realized fashion could be her career came during her first professional photoshoot.  

“That’s when I understood that this wasn’t just a hobby. Being in front of the camera and part of the creative process was the moment I knew I wanted to pursue modeling seriously”, she says.

For a model, everyday life is dynamic and often unpredictable, which can be exhausting, but as Julia explains, it’s also the beauty of the industry. “There’s no typical workday, and that’s what I love about this job. However, I do have my rituals. I start the day with a fresh smoothie and a quick workout – it energizes me and prepares me for the day. Before a shoot, I like to listen to music to relax, and I prepare my skin – hydration is key! Most importantly, I always try to show up to work with a smile”, Julia adds. Her energy, enthusiasm, and focus on positivity truly stand out, as she believes that optimism and a good mood are the best ways to start any workday.

Although collaborations with brands like Sportalm, Clinique, and YSL have brought her significant success, Julia emphasizes that it’s not always easy. “Traveling can be exhausting, but I see it as an adventure – how many people get the chance to see so many different places? The pressure to always look perfect was something I initially struggled with, but I’ve learned that authenticity is much more important. Today, I focus on feeling good in my own skin”, Julia admits.

As a model, Julia understands that rejection is part of the job but views it as an opportunity for personal growth. “For every job I don’t get, I know there’s another one that’s better suited for me. It’s important to stay positive and remind yourself of past successes. In those moments, I like to take time for myself – whether it’s walking my dog or spending quality time with my best friend, Kathi”.

And the best part of the job? For Julia, it’s the entire “behind the scenes” experience – from the creative people she works with to the destinations she visits and, of course, the fashion itself. To make it all work seamlessly, compromise and flexibility are essential.  

“Every project has its own dynamics, and that’s what makes it so exciting”, she explains. “I always carefully listen to what the client or team has in mind and strive to bring their ideas to life while staying true to myself. I believe that balance is the key to the best results.”

For aspiring models entering the industry, Julia advises: “Stay true to yourself and trust your instincts. Work with people who share your values and respect you. Learn to say ‘no’ when something feels wrong, and make sure you have a solid support system. Most importantly – believe in yourself. With hard work and self-confidence, you can achieve a lot.”

Through the Lens of a Photographer

And what does the fashion world look like through the lens of a photographer? Daniela Mere, who has worked with brands like Jacques Lemans and Wunderklein and magazines such as L’Officiel and Grazia, shared that her love for detail emerged early in her career, steering her towards beauty photography.  

“My love for fashion came later, but combining the two worlds on set always amazes me. I don’t think there was ‘one defining moment’ that shaped me as a photographer – it’s a continuous process of learning and growth”.

For Daniela, there are no typical workdays. While unpredictable and sometimes tiring, this is the charm of the profession. “One day, I’m on set all day, and the next, I’m at my computer, planning and editing photos. Moodboards are an essential part of preparation – they help me articulate my vision and communicate it to the team. While I always plan carefully, I leave room for spontaneity because creative ideas often come in the moment. The most important thing is to stay flexible, especially when things don’t go as planned.”

On set, Daniela strives to create a relaxed and inspiring atmosphere. “When everyone feels comfortable, it immediately shows in the photos. I always try to maintain a light atmosphere – whether through music, conversation, or clear and encouraging instructions.”

Daniela has worked with numerous renowned brands and publications. However, when asked which project she remembers most fondly, she highlights that all are equally important. “Whether I’m working for a small, niche jewelry brand or a well-known magazine or brand, I approach every project with the same passion and dedication. Seeing my work published is always a special experience – a reminder of everything I’ve achieved, and that feeling never gets old.”

Daniela frequently attends prestigious events like Copenhagen Fashion Week, which she finds an endless source of inspiration. “The energy there pushes you out of your comfort zone and makes you think outside the box. Although I’m naturally introverted, the warmth of the people makes it easy to relax. These opportunities are fantastic for connecting with brands and influencers, often leading to exciting collaborations.”

Her work also includes annual seaside shoots that combine extensive preparation and coordination. “Planning involves scouting locations and creating detailed schedules, but every moment is worth the effort. What makes these trips special is the bond we form as a team. It’s not just about work – it’s about enjoying the process and creating something beautiful together. Every evening, we unwind with a nice dinner, reflect on the day, and prepare for the next. Although it’s an intense week, I always look forward to it. Shooting by the sea is magical, and I’m grateful to call the beach my workplace for a few days each year. It’s truly a highlight of my year, no matter how exhausting it may be.” 

Daniela believes that authenticity is the key to success. “There’s a clear difference depending on whether I’m working with a client or having full creative freedom. When collaborating with clients, I always aim to blend their vision with my own style. It’s about finding that sweet spot where their goals align with my creative approach. Without client constraints, though, inspiration can come from everywhere and nowhere at once. I draw ideas from other photographers, art, and even the books I read. The most important aspect for me is being on the same page as my team and the client. When we all share the same energy, the shoot just flows, and the final images reflect that connection.”

Her advice for aspiring photographers? “It’s so important to experiment, explore different styles, and not be afraid to fail or make mistakes along the way. That’s where growth happens. To find your own style, use every opportunity to shoot. Every shoot will teach you something new. Your style will naturally evolve as you shoot more and collaborate with different people. In the end, it’s all about being authentic. Don’t get caught up in comparing yourself to others – everyone’s on their own journey. Just focus on improving with each shoot, and let your unique perspective show in your work. The more you stay true to who you are, the more your work will naturally stand out.”

PHOTOGRAPHER: DANIELA MERE 

MODEL: JULIA WESS 

MUA: ELENA MERARU