Specialising in still life and fashion photography, Bernardie-James’s work speaks volumes of where fashion photography and advertising have come to intersect. No doubt the reason his clients come to him for images that stand apart. From brands like Christian Dior, Kenzo, Urban Outfitters, and Puma to international magazines including Numéro, L’Officiel, Double, Jalouse, and The Wall Street Journal Magazine, Bernardie-James’s signature is present, and apparent.
His models are often a product, perfume for example, and because they are static he creates movements, space and depth by adding objects to the image. Despite these objects being generally mundane everyday things; fruit, candles, stones, foil and plants to name a few, their presence is warranted and imagining the image without them is almost impossible. And that’s what makes Bernardie-Jame’s work so alluring.
Even though there is an abundance of objects, angles and things generally going on in his images, they don’t just work, they entice. And this is undoubtedly desirable for brands trying to sell a product, but also for the viewer. You aren’t just getting bland product placement but something that draws your attention, and that you would unquestionable retweet or blog.
Bernardie-James’s images become pieces of lust, and not just because their content often includes covetable designer things. They are embedded with his signature aesthetic, where the vibe emitted from them is surreal yet attainable, theatrical yet minimal. He has mastered balance despite adding things that suggest imbalance and that are opposites. His blog and website portray the countless projects he has undertaken, displaying his unwavering ability to produce images that are true to his style but that also change where fashion advertising photography has been and will go.
His work will continue to be an exercise in creative indifference, that subtly takes you on a journey through every corner of his images, always discovering something new.
And we look forward to following along.
Words / Jamie-Maree Shipton