At AVIAIR, we have had the distinct pleasure of following the illustrious Journey of Astrid M. Obert, a true visionary in the world of photography. With a career spanning over three decades, she has consistently pushed the boundaries of visual storytelling, seamlessly merging art with commerce. Astrid M. Obert's work has been characterized by its timeless elegance, innovative creativity, and profound emotional resonance. Her collaborations with top-tier brands like BMW, Nivea, and Lancôme, alongside her editorial contributions to leading publications such as Elle and Cosmopolitan, are a testament to her unparalleled skill and artistic vision. As a lecturer and mentor, she has shaped the next generation of photographers, sharing her deep expertise in visual branding, creative direction, and the integration of AI into photography.
AVIAIR: How would you describe your photographic style?
ASTRID M. OBERT: I’ve always followed the pulse of the times, transitioning from analog to digital and now embracing the era of AI. For me, photography is about much more than just capturing an image – it’s about connecting with the people I photograph and revealing the essence of the moment and their true personality. My photographic style is clean, aesthetic, and timeless, but I also love to infuse it with creativity, a touch of dreaminess, and a hint of the unexpected. Having started in the analog era, I’ve learned the value of authenticity and patience, and these principles continue to shape my work today. My photographs exude a timeless, chic, and slightly provocative aesthetic, but what truly drives me is the challenge of capturing real, authentic moments that tell a compelling story. I’m passionate about creating visual dreams through cool styling, vibrant colors, warmth, and extraordinary locations. I love adding a touch of craziness that makes each image stand out and leave a lasting impression. Fashion photography allows me to blend all these elements into a unique, captivating narrative, and that’s what I live for – crafting images that resonate deeply and linger in the viewer’s mind.
We've heard how intensely you work with your models and how you always manage to bring out the best in them. Could you take us through that process? How do your incredible photographs, each a work of art, come to life?
When I work with models, it’s about much more than just directing them – it’s about building genuine relationships and creating a safe, inspiring environment where they feel free to express their true selves. This connection allows me to capture their most authentic and decisive moments. Each shoot is a collaborative journey where we find that perfect synergy between creativity, spontaneity, and a bit of craziness. I always start with a clear storyboard, which serves as the "red thread" guiding everyone involved. It directs my creative team and models, ensuring we’re all aligned with the vision. We usually kick off the day with great coffee, breakfast, and a discussion of the brief – covering the client's objectives and my creative vision. Then, we start styling, creating stunning makeup and hair looks that perfectly align with the concept.
It’s all about connecting with the team and making them feel excited about the story we’re creating together. Over the years, I’ve worked with a diverse range of models and creatives, and the strength of our work lies in that connection. The real magic happens when they feel part of the process and can tap into their strengths. My gift, honed over the years, is the ability to connect with people on an intense emotional level quickly, allowing me to bring out the best in them. Everyone involved in the process shares the vision and is entirely on board, which is what truly brings our creative projects to life. I don't just work with professional models; I am also active in corporate and advertising photography. In this area, it’s all about visual branding, and I need to capture genuine moments, even with people who usually never find themselves in front of a camera and often feel uncomfortable. I create an environment where they can relax and feel at ease, often leading to surprisingly authentic and powerful portraits or expressions. One of the most rewarding moments for me is when these individuals recognize themselves in the photos and see themselves from a new perspective for the first time. You can see how it boosts their confidence and makes them shine! It’s a special priority of mine to create this connection between the person and the image because I understand how crucial visual branding is, especially in the corporate sector. Ultimately, it is a human experience, and the unique synergies on set make it all possible.
What role does technology play in your work, and how do you balance it with your artistic vision?
Knowing my gear and being technically versed are essential in my work, especially as we navigate this digital age. While I embrace digital photography for its versatility and efficiency, I never let it overshadow my artistic vision. My approach is rooted in the craftsmanship I developed during my analog days – planning, casting, styling, choosing locations, and capturing the essence of the moment as much as possible. Post-production plays a significant role, but for me, it’s more about enhancing the story we’ve already created rather than letting technology define it. It’s always more about the story, the emotions, and the compositions that are part of the image design.
How do you see the future of fashion photography in an increasingly digital and AI-driven world?
Digital advancements and AI will undoubtedly shape the future of fashion photography, but there will always be a place for human creativity and intuition. While AI can assist with specifi c tasks, the essence of a powerful image comes from the human touch – the ability to see beyond the surface and truly connect with the model. This is especially true for the portrait shoots I create for CEOs, business owners, keynote speakers, and coaches. These experiences are deeply personal, allowing me to capture someone as the best version of themselves and showcase them in the most fl attering light. This kind of connection and authenticity is something AI simply can't replicate. It’s an essential part of the visual brand-building strategy I off er my clients. AI is advancing rapidly in advertising and fashion photography and might soon replace traditional methods. However, as a photographer with a keen visual memory and strong creative instincts, I see this shift as an opportunity.
How do you balance artistic freedom with the commercial demands of your clients?
Balancing artistic freedom with commercial demands is a delicate dance, but it’s one I truly enjoy. I prioritize overdelivering on each project, using my years of experience to exceed expectations. While I focus on understanding what’s needed for the job, I fi nd the best results come from blending the client's vision with my creative input. I work closely with clients to understand their brand and goals, allowing me to push creative boundaries while staying true to the brief. However, I also relish creative shoots where I can express myself without restrictions, seeing these as opportunities to showcase my craft . I don’t feel the need to constantly prove my creativity, as I view it as a skill I’ve honed over the years, rooted in craft smanship and dedication to the art.
How do you approach the challenge of authentically representing diversity and inclusion in fashion photography?
Diversity and inclusion are fundamental values that I strive to uphold in all my work. Every person has a unique story to tell, and I'm responsible for showcasing that individuality authentically. When casting and conceptualizing shoots, I consciously try to represent a wide range of backgrounds, body types, and identities. It’s about celebrating diff erences and highlighting that beauty exists in every form. My goal is to create images that are not only visually striking but also meaningful and truly representative of the diverse world we live in.
Your latest project is a luxury hotel platform you run with your family. Could you share some insights with us?
Our latest venture, Emporium-Magazine and Emporium- Collection, is truly a labor of love, shared by my husband Riaan, my daughter Paulina, and me. It’s a family project that unites our passion for travel, luxury, and creativity. Over the years, we’ve journeyed to some of the most unique and carefully curated destinations for our photo and fi lm productions, and now we’re channeling that experience into something extraordinary. Emporium-Collection allows us to combine these experiences into a unique collection, off ering guests meticulously curated luxury lifestyle experiences. We’ve built a platform that showcases breathtaking photography and delivers a seamless booking experience for discerning travelers. What makes this project truly special is that it’s more than just a business – it’s a creative outlet where I can explore and express our collective love for storytelling, photography, brand building, and product exposure. Emporium-Collection is about creating something exceptional, blending our expertise with our passion for craft ing unforgettable luxury experiences.
