Fashion Photographers Inez van Lamsweerde and Vinoodh Matadin Polish Their Model

January 1st, 2014

It’s challenging to walk by way of the streets of SoHo these times with out viewing an impression produced by Inez van Lamsweerde and Vinoodh Matadin.

A tumble advert campaign they shot for Gap, showcasing millennials like Adam Driver and Dree Hemingway, was plastered on bus stops, in subway stations and on billboards. Pop into a journal store, and their images not only promote Balmain, Viktor &amp Rolf and Diesel, but also seem on the include of Vogue Paris, V journal, Flair and other trend bibles.

Their new photography book, “Pretty Significantly Almost everything,” is offered at Taschen on Greene Street. They also have a new perfume and a jewelry line, bought uptown at Barneys. The tunes online video they directed for Woman Gaga’s “Applause” has garnered far more than a hundred twenty five million performs on YouTube.

In spite of their ubiquitous operate, Ms. van Lamsweerde and Mr. Matadin are not just home names. But the Dutch pair, who are also married, are hoping to adjust that.

Skillfully identified as Inez and Vinoodh, they have been darlings of the style world for significantly of their 27-calendar year profession, and are now crossing more than into the cultural mainstream. The objective, they say, is to become a life-style brand.

It may possibly seem to be an formidable aspiration, but Inez (she pronounces her title ee-NEZ) and Vinoodh have a juggernaut of influential people rooting for them. The two inspire gushy praise not just for their function but for their hosting expertise, their decorating style, their generous Xmas gifts and their charm.

“They are the loveliest people,” mentioned Nicola Formichetti, the artistic director for Diesel, who employed them for the label’s slide marketing campaign.

“When I hear I’m shooting with them, I just leap up and down,” explained the actress Julianne Moore, who has worked with them a fifty percent-dozen moments.

“They’re really probably the two coolest human beings on the planet,” said Natalie Massenet, the founder of the luxury internet site Net-A-Porter.

And although Inez and Vinoodh might not always have an identifiable look, in the way that photographers like David LaChapelle or Terry Richardson have a specified visible signature, they do encourage a loyalty that is unusual in the insular, cutthroat planet of fashion.

“They’re tremendous talented, and they’re super professional, and that goes a prolonged way,” mentioned Cecilia Dean, the editor of Visionaire, the conceptual trend and art publication. “And then they’ve obtained this total nurturing private household part of their life, and I think that retains them grounded.”

Sitting down in their wooden-paneled, seventies-impressed loft in NoLIta (filled with mild, art and household furniture they made them selves), the pair appear throughout as cute. Ms. van Lamsweerde, fifty, resembles a gangly sweetheart in an animated Tim Burton fable, with broad, spiky-lashed eyes. Mr. Matadin, fifty two, is rangy and tan, with a rumpled haircut and a sunny smile.

The couple’s private story, way too, has a fairy-tale charm: They’ve known every single other a lot more than half their lives. In the 1980s, they had been pupils at the Amsterdam Style Academy and collaborated for the initial time in 1986, when Mr. Matadin, by then an aspiring designer, required a photographer for a appear book. A mutual good friend suggested Ms. van Lamsweerde.

“We sort of instantly fell in love,” said Ms. van Lamsweerde, the much more talkative of the two, “but Vinoodh experienced a girlfriend and I experienced a boyfriend.” For a number of a long time, they labored jointly on and off, and dated other people, till in 1992 they each discovered them selves single and commenced courting. “It took six many years to synchronize our adore existence,” she stated.

They also became photographic partners, conceiving and styling shoots as a crew. Their massive break came in 1994, when Lee Swillingham, the inventive director of the British style magazine The Confront, came throughout their operate. The two had been producing remarkable use of electronic special results at a time when the engineering was new, costly and exceptional.

“It type of blew my head,” Mr. Swillingham stated.

The Encounter printed a sequence, “For Your Enjoyment,” in which the duo digitally superimposed their very own candy-colored, retro-futuristic pictures of types onto backgrounds acquired from an graphic lender. In one particular, two models sporting short-shorts and straddling bicycles share a Popsicle, while in the history a Space Shuttle normally takes off, rockets ablaze. In one more, a gigantic model in an night robe crawls on palms and knees, Attack of the 50-Foot-Lady-fashion, across a sunset panorama of the Golden Gate Bridge.

“It was what would take place if Ziggy Stardust and J. G. Ballard acquired collectively to take fashion pictures,” stated Mr. Swillingham, now a associate in a London layout organization. “It was so forward of its time.”

The images arrived out throughout a particularly grim instant in fashion: the era of heroin-stylish and grunge. The look was all flannel and thermals. Photos ended up black and white, versions deliberately scuzzy-hunting. In contrast, Ms. Dean said: “This was beautiful and sexy. We were like, ‘Wow, this is so amazing.’ ”

Visionaire was the 1st publication in the United States to function with the pair and proceeds to do so. So does its sister magazine, the quarterly V, whose fall concern highlighted 4 diverse addresses of Girl Gaga photographed by Inez and Vinoodh. They have also shot for American Vogue and Harper’s Bazaar. With their occupations blossoming, the couple moved to New York in 1996 and married in 1999. They have a photogenic 10-yr-old, Charles Star, who typically exhibits up on their Instagram account, which is approaching 50,000 followers.

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