I had the honor of shooting a cover for the February "FEARLESS" issue of Promo Magazine. I'm extremely proud of this particular cover for a few reasons. When I booked the model, Claudia Liberova (New York Models) I was told she had castings both before and after our shoot. This meant minimal time. Thankfully I had Vanessa (makeup), Rachel (hair) and Latasha (styling), all who are super talented and work fast and efficiently. I had about an hour and a half to shoot 4 looks on 35mm film. This shoot solidified my passion for shooting film and helped me to realize the importance of producing shoots with people who are serious about their craft. I received an email from Promo a month later stating they would like to interview me and feature our story on their February cover.
Dope way to start the year! Read the full interview below
Promo Magazine Interview of Andrew Morales
1. First off, can you tell us about yourself and how you got started in photography?
I was born and raised in the Bronx, New York. Photography had been a hobby of mine since I was 13. I enjoyed photographing architecture. Fast forward nearly 10 years and I receive my Bachelors Degree in Psychology. After graduating I realized I wanted to pursue something I truly had a passion for.
2. How would you describe your work to someone who has never seen it?
Fashion focused, and ever changing. I would never want to be labeled or put in a box. I am always hungry for beauty, and I want my work to reflect that.
3. At what point did you realize that photography is what you wanted to do as a career?
I felt sure of my talent, and having someone like Scott Schuman as an idol and watching him become successful by documenting street fashion was really inspiring. It was a well thought out decision, but very difficult. I dropped a stable life to pursue my dreams and start a photography company. Life In Reverie is everything to me, and though it has been extremely difficult to get to where I am now, (and I still have a long way to go) I have never regretted my decision. I couldn’t be happier.
4. What are the biggest challenges of working in your area?
New York is the biggest city in the world. With that, comes a lot of competition, because of this we get amazing talents from all around the world trying to make it at the same time. I truly believe there is room for everyone here in the photography game, though I’ve found success because of branding and my work ethic.
5. Your projects are a collaborative process. Tell us what it is like to always be working with new stylists, models, and designers.
The collaborative process is what I enjoy the most about working on editorials. It has been what has helped my work get stronger. Being able to produce photo shoots is one of my favorite things. Other creatives and entrepreneurs inspire me. It has been my pleasure working with talented individuals.
6. What kind of impact do you hope to make in the fashion world in the next 10-15 years?
My favorite part of my job is working with untapped talent and giving them a platform to showcase their work. That will always be something I strive to do because I have been given a chance, and I know first hand how difficult it is to make it in this business.
7.Can you describe one of your favorite projects that you have worked on and why was it your favorite?
To be honest this editorial we are getting published for is very important to me. I started shooting film late last year and for one of our shoots to make a cover really means so much. There’s a lot more focus on the fundamentals of photography when shooting film. There’s that excitement from getting the film developed each time. This has been something I put off doing for a few years, for the fear of not being great. However, transitioning to it was the right choice.
8. What does fashion mean to you?
Fashion is a way of introducing yourself without speaking. It’s a first impression. Fashion is a way of self-expression and can be an outlet from the everyday stress or struggle.
9. What projects are you working on now?
I’m currently gearing up for New York Fashion Week. All my creative projects are on hold until afterwards.
10.How much equipment do you typically bring to a photo-shoot?
It depends on the job. For some projects I can pack light, while with others I like to be prepared for any scenario. For fashion week, for example, I carry a digital body, 70-200, 24-70, speedlight, 35mm camera etc etc etc.
11.If you could shoot an editorial anywhere in the world, where would you go? Why is that?
I would love to shoot in Africa and incorporate wildlife. We don’t have many wild animals in New York City haha.
12.What are the biggest challenges facing you now?
Exposure. I’m currently unsigned and the difficulty in that is that I am limited in the market that can be exposed to my work. However, I do enjoy the independence and freedom that comes with freelancing without an agency.
13.Tell me about the shoot that you created for us. What was your vision when you created it?
For all my editorials I aspire to empower women. The extravagant outerwear was the basis of the shoot and we built off of that. I enjoy the contrast of shooting in grungy places, so we shot in warehouses in Brooklyn.
14.What photographers from the past or present have influenced you the most?
As I mentioned before, Scott Schuman inspired me. I love how he captured people on the street. I have admired Bill Cunningham’s work ethic as well. Once I started shooting editorials I looked at people like Peter Lindbergh, Vivian Maier, Rankin, & Patrick Demarchelier, to further better my craft.
15.What makes a great fashion photograph?
16.Of all the images you’ve made so far in your career, which is your favorite and why?
I can’t say that I have a favorite. But shooting in Paris was really exciting and I didn’t expect to be there for work so early in my freelance career.
17.Who excites you the most (Celebrity) & why?
I enjoy following multi faceted artists. Why only be known for one thing?! People like A$AP Rocky, Kanye West, & Virgil Abloh.
18.If you had to pass on a suggestion for someone starting out in photography, what would you tell them?
Carry your camera wherever you go. Shoot everything you see. The skills you’ll learn by practicing will take you far. Utilize the resources around you. Surround yourself with fellow artists. It’s important to be around people with the same creative energy and drive.
19.How is your style of photography different from others different from any other photographers?
I don’t spend much time looking at other photographers work. It’s important for me to shape my own style.
20.What’s the most important thing you want potential clients to know about you?
I take my work very seriously. It’s my full-time job and there’s nothing else I would rather be doing.
21.What is your world-dominating goal?
I intend on making a difference in the community via photography starting with the Bronx, then hopefully the world.