Veerle Van Look’s photographs mix the playful colours of the sixties with today’s abstract posed fashion photography. The cover of her oeuvre appears to be bright and glamorous, full of frolic girly models who look straight into the eyes of their fictional opponent. Always almost natural, but never spontaneous, these young women get framed into a minimalistic universe and directed towards the uncommon. Where the fashion photographer reaches out and offers a helping hand through extravagant locations and luxurious props, Van Look leaves them standing alone in front of the camera with nothing but her directions and styling to hide behind. Portraits of beauty are captured with make-up as the best mask available. Standing against a plain background, the models are consistently guided into a controversial or unusual pose. Bend as mannequins, they act as a face for a certain time, style or personality.
Through the photographer’s work we encounter these different feminine characters and even more the personal house style of Van Look that reaches the surface in every single shot. Nothing is left to chance: an idea comes up, inspired by a book, film or media-image, the mood precisely set and the shoot itself conducted in full control of every detail. The shutter only opens at the moment of complete perfection. Van Look’s professional eye is focussed on the movements of the model’s body in search for a posture or expression that reflects her intentional concept.
The photographer’s work method continues in postproduction. Veerle handles the raw images as a blank sheet of paper on which she puzzles every piece into their true order. Everything is thought through in advance, created to keep the digital options open.
The photographs presented on this website celebrate today’s virtual perception of the world. Between the real and the spurious, Van Look designs exciting - and most of all gorgeous - avatars, that represent our contemporary conception of the fashion industry. Faces, we will probably not pass on the street but gladly attribute to ourselves online.