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Sarah Edmunds

In the stylish setting of a Milanese apartment, two friends throw a special evening's bachelorette celebration for their best friend Natalia. With the last of the evening's light streaming in through the window, the excitement builds as the first celebratory toasts echo in the bride-to-be's hotel room for the night.

Natalia, in her bride's robe, is smothered with affection and smiles as the champagne starts to flow. A photographer is there to capture this once-in-a-lifetime night between friends, and they giggle and pose, pretending to be celebrities for the night.

The girls get ready, with sophisticated make-up and impeccable hair styles. Natalia wears a stunning gown by Elisabetta Franchi, and her maids of honour mimic the "best men" style in sleek black pantsuits. They practice their catwalk poses in an impromptu fashion show in the hotel room, culminating in fits of laughter and applause.

This is when the ladies realise that the best part of going out is... staying in.  Instead of hitting the town, these fun-seeking girls find what they are looking for right where they are, with each other. And as the bridesmaids' red shoes hint, there is, indeed, no place like home.

In honour of the Red Shoes Project, symbol against femicide and violence against women.

In photography circles, Sarah Edmunds stands as a distinguished figure, garnering international recognition from her studio at Lake Garda, Italy. Her expertise lies in seamlessly blending fashion and fine-art elements into her portraits and wedding photography, resulting in a distinct and refined style. Beyond her role as an accomplished photographer, Sarah is a respected educator within the industry. This reputation has drawn the attention of renowned brands such as Godox and Canson Infinity, both selecting her as their ambassador.


Moevir Magazine January Issue 2024 featured edition

[Girls Just Wanna Have Fun]

Photographer/Retoucher: Sarah Edmunds @sarahedmundsphotographer

Wardrobe Stylist/Creative Director/Makeup Artist/Hair Stylist: MACHE PRODUCTION @MACHE PRODUCTION @macheproduction

Location: Cross Studio Milan

Female Model: SIJIA CHEN  @FREELANCE @cocochristina_

Female Model: Natalia Glijin @___nathali___

Female Model: Iuliana Plamadeala @iulcik


Could you walk us through your creative process, from conception to final product, and how you collaborate with other members of the creative team?

When I started photography, I was a bit of a lone wolf and did everything myself, from make-up to hair, styling or creating outfits. Now I work with a stylist I trust completely (although I still work alone a lot of the time too). The concept starts with a small idea, a sudden vision that comes into my head usually while I’m walking or doing some repetitive work. Then I’ll sketch out an idea, make notes, compile a mood-board. If I’m working with my stylist then she will often send some ideas and we will bounce them back and forth. 

Then I’ll decide on the lighting techniques I’ll need to use. As an ambassador for Godox, I like to use creative lighting set-ups and think outside the box, and it’s imperative that the lighting enhance the fashion and make-up or personality of the subject. Good teamwork and mutual respect with creatives is essential, and if working with models on a creative shoot I also like to receive their input and suggestions, as they can be a goldmine of creativity and ideas.

In your opinion, what are the most important qualities for a successful fashion photographer to possess, and how do you cultivate those qualities in yourself?

Resilience, determination, and a willingness to put in hard work. You have to love the process, and the best way I can keep that fire burning in me is to make sure I shoot for myself on a regular basis and not just for work.

In your opinion, what is the most rewarding aspect of being a fashion photographer, and what keeps you motivated and passionate about your work? 

I’m motivated simply by creating beautiful imagery. Lately we have been overwhelmed with AI-generated images, and social media is so full of them it’s hard to even discern real from fake anymore. I experimented with AI for a few weeks, but was left feeling terribly empty, even though the images AI creates can be absolutely breathtaking. 

What was missing was the process, the level of difficulty, the hard work, thinking, dreaming, sweating and the many hours that go into the production of a fine art piece or highly polished fashion image. It’s the process that I love, not just the result.

How do you maintain your own unique style and aesthetic while still catering to the specific needs and desires of clients and brands?

I believe that if you create a strong enough identity through your creative work, clients and brands will respect your vision and hire you for it. For this reason it’s important to show only the work you want to do more of. That said, sometimes the photographer’s preferences need to take a back seat, and the client’s needs always come first.

How do you handle constructive criticism and feedback, and what do you believe is the best way to grow and improve as a photographer?

I have been submitting my work to print competition for several years now, so I’m well used to constructive critique. I believe feedback and critique to be the biggest factor in a photographer’s growth, which is why I take part in these competitions as part of my professional growth. Awards are wonderful, but it’s the development that comes from the process that is the real reward. 

You have to be selective in who you listen to though, because everyone has a different opinion and not all opinions are created equally! A good mentor is invaluable, and I pass this on by mentoring other photographers myself.

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