Visual, creative and human language

Jesús Villanueva, renowned fashion photographer in Mexico, answers our questions.

Behind one of the most relevant names in fashion photography in our country, there is a creative who emphasizes the importance of teamwork and the human side within fashion productions.

This is Jesús Villanueva, a visual artist originally from Guadalajara. He has worked for multiple fashion brands, department stores, fashion houses and designers of all styles.

Additionally, her work has been published by major magazines including Harper's Bazaar in Spanish, Haunted, Cosmopolitan, Velvet Magazine, among many others.

The photographer answered our questions about his beginnings, recommendations and vision of the fashion photography movement in our country.

How did your approach to photography come about?

“My dad bought me a 110mm film camera in Puerto Vallarta, and I still have it. From then on, I started taking photos without knowing anything. I thought, ‘It would be cool if there was a degree in that.’ I was 17 years old and decided to study graphic design. About 15 days before the application process, I heard from a high school classmate that she was going to study photography, and that’s how I ended up studying fine arts at the University of Guadalajara.”

At what point did you start experimenting with the language of fashion?

“I was in my third semester of a photography degree and honestly, I didn’t know anything (laughs). I started at zero and that semester, I started to assist a fashion photographer (…) it was a catalogue, it was a world that opened up for me, a two-year discovery. I learned a lot without realizing it and I was absorbed in my degree. More than 15 years have passed since then.”

How would you describe this journey that began 15 years ago?

“A mental evolution, from being young and focused on emotion to concentrating on work. Beyond the technical, I now focus more on the human and creative side.”

You have always stressed the importance of teamwork. In your opinion, what does this represent in a fashion production like the ones you lead?

“I feel that it is very important to learn to work with all the people who come along. I like to work well with everyone, to avoid problems and to get the best possible work (…) in the end photography is a noble profession and I think it is great to humanize it, knowing and respecting the work of everyone: makeup artists, stylists, creative director, etc. It is much easier to digest what you have in your head when you put it together with the work of others, the result is better.”

While each fashion campaign has its own DNA and each client has their own goals, how would you describe your style?

“Yes, I really like the old school style, but I also really enjoy experimenting. Seeing how far I can go, seeing if I can do something cooler than what I've already done without losing sight of characteristics like chameleon, dark or something rock. There is a point where as creatives we can stagnate and as soon as I feel that, I try as hard as possible to get out of that mold.”

What suggestions would you give to emerging photographers who see you as a reference?

“I always recommend, first, working as a team. The human part comes before everything else and also, don't get carried away, the sun rises for everyone. You have to know how to value the people who have been with you from the beginning, those who gave you the opportunity to achieve a lot or a little, you have to give them that place.”

How do you perceive the photography movement in Mexico?

“There was definitely a boom in fashion photography in our country a few years ago. It was a before and after, now there are proposals everywhere with this digital revolution that is taking place. From purely analogue photography to digital and another with the trend of artificial intelligence, a mix of everything. The important thing is to keep up to date and it is great that we can mix it with fashion, imagine all the possibilities that are coming (…) I think we are at a watershed for all visual, audiovisual and multidisciplinary creators. It is a sea of ​​opportunities.”

Get to know his work

Follow him on @jesusvillanuevavarela