I Just Emailed i-D and Got a Reply

Featuring Piczo Words by Nastasia Khmelnitski

Instagram Website Pepresented wefolk.com

Youth dictates and reshapes the rules questioning the boundaries oftentimes moving the line to meet newly designed standards. Piczo explores the life of the young generation through the prism of fashion. He presents a unique merge between the Eastern and Western perspectives in the choices of models, styling, and aesthetics.

From high fashion to fashion in sports to sophisticated editorials, Piczo demonstrates complexity in setting an atmosphere and attitude of a free-spirited or restrained youth. A classic approach to fashion photography is often switched to more cinematic scenery or skateboard culture. Piczo directed and edited several fashion films, which extend his vision to a moving image unfolding to express a story.

Piczo is a Japanese born fashion photographer, originally from Osaka, who currently lives and works in London. We speak with Piczo about his studies in Tokyo and London and the first impressions relocating to the UK. Piczo tells about the first decisive project he shot for i-D, his passion to work with people, and the recent photo diary on the topic of coronavirus.

‘Japanese tend to fit the mold, so breaking that and having more freedom was quite hard. It’s not about the output, it’s more about my way of thinking’

Tokyo and London

You studied in two different countries, different subjects, in Tokyo and London, in the Musashino Art University (MAU) and the London College of Communication (LCC). What is the main difference in the experience of studying and living in distinct countries and cultures? 

It’s been said Japanese uni is practical, and UAL seemed to teach more the creative process, but for me, it was the opposite. I studied BA in MAU, and I did a Practical Photography Course in the LCC. 

Obviously, the difficulty was - the English. Japanese tend to fit the mold, so breaking that and having more freedom was quite hard. It’s not about the output, it’s more about my way of thinking...

What were your first impressions of London back then?

My first impression of London was... well, I think I was quite excited about living in another country! The perception of London was that it's multicultural and diverse. My original impression of the UK or British culture was based on the Royal Family or typical English things.

i-D Magazine

Do you remember the story of closing your first big commercial project with i-D? 

The first print on i-D was an editorial featuring street cast kids, which celebrated Pepe Jeans' 10th anniversary. I think I just emailed i-D, and somehow suddenly I got a reply from the editor!

How did your relationship with the magazine grow since then?

I have just finished an interesting coronavirus diary project for i-D.

‘When you get something you never expected, it’s quite exciting. This is one of the interesting parts of photography’

Projects

What is the most interesting part for you when working on a project or a campaign? Is it working on a creative idea, the team, the outcome, solving challenges?

Communicating with a model and also the actual shooting is the most fun part for me, especially when the shoot works out even better than I imagined. When you get something you never expected, it’s quite exciting. This is one of the interesting parts of photography and also working with different artists. It brings my image beyond.

Advertising

Shooting advertising campaigns for brands like Asos, Pepsi, Topshop, and others, what is the most important element for you when developing an idea and making sure the work still speaks your language? 

I think for advertising campaigns, the most important thing is understanding the brief. It's important to meet the requirements, but you have to push yourself to keep your style too. 

‘Trying something I haven’t done before is really important to me’

Fashion

Your fashion shoots and film campaigns are very diverse in terms of models featured, locations, styling. 

I think it’s because I like doing different things, it’s both a positive and a negative aspect of my practice. But trying something I haven’t done before is really important to me.

What is most inspiring for you in the world of fashion? 

I think the most inspiring thing for me has to do more with the person I shoot.

What do you like the most about the latest catwalks or designers’ collections? 

I liked the recent Gucci’s collection. I love the mixture of tradition and modernism.

‘The easiest for me on set is the technical stuff, which I know the best. I know my lights. Also, I never worry about the time I have for the shooting, I work fast, and only with analog’ 

Covid-19

What are some of the things you’re working on now? 

Just finishing the work I haven’t been doing. 

How do you manage your days, and what are some of the new things you’ve added to your routine? 

Cooking and doing the daily exercise, which became my routine.

Upcoming Projects

What are your plans for this year? What are you working on right now? 

Making a book is going to be the next one, but let’s see how this pandemic goes.