Interview with fashion photographer Illya Ovchar

Can you tell us a little bit about how you became a photographer?

Photo: Illya Ovchar | The silver Aluminum ArtBox gives the photo print behind acrylic a sculptural character with intense spatial effect. Combined with the expressive colors of his fashion shots, this creates impressive depth and dynamism.

I’d be lying if I said becoming a photographer was ever on my bingo card. As a teenager I spent a lot of time exploring abandoned buildings and got hooked on long-exposure photography. There was something surreal about being able to capture with the camera what my eyes couldn’t see. Eventually I started putting friends in front of the camera to fill the empty spaces I was shooting in, which slowly led to event photography. My first few cents came from shooting everything from conferences to church ceremonies.

I’ve always been drawn to colour and shape, which naturally pulled me toward fashion. Even before I touched fashion photography, I was fascinated by uniforms — the textures, silhouettes, and details. I remember reading a book on heraldry and being blown away by the symbolism and patterns. Like a lot of boys I went through a military phase, but it was never about the weapons for me — it was the fashion. Years later I assisted on a small fashion shoot, and I knew instantly I wanted to try it for myself. Seven years down the road, I’m still trying.

How would you describe your photographic style in a few words? What elements are particularly important to you when capturing a portrait or scene?

Photo: Illya Ovchar | The metallic finish of the photo print on Fuji Crystal Pearl perfectly highlights the texture and luminosity of the clothing. The classic Hamburg passe-partout frame provides a harmonious contrast to the unusual composition.

My style is always evolving — I’m hungry for new ideas and new ways of seeing. But there are a few red threads that run through everything: colour, shape, structure. In the past I was more obsessed with light; these days I work in a more minimal way, focusing on the clothes and how they interact with the model.

I see my style as a conversation between the model, the fashion, and the camera — a quiet debate that turns into a subtle dance. The kind of dance you do when nobody’s watching.

How do you get inspired? And what inspires you the most? Films, books, or magazines? Or what surrounds you?

Photo: Illya Ovchar | Modern, minimal, and clean: the large-format works on aluminum Dibond reveal their full potential—pure, reduced, and without distraction.

Inspiration comes from the most random places. Sometimes it’s a tree outside a train window that stops me in my tracks, other times it’s a Rodin sculpture. I try not to look at fashion photography at all — I don’t have a favourite photographer or designer.

Movement inspires me as much as anything. Ballet dancers, for example, have this incredible combination of control and freedom that’s endlessly fascinating. That sense of movement, whether it’s in a body or in fabric, is something I’m always chasing.

What’s one key lesson you've learned on your photography journey that you'd like to pass on to other creatives just starting out?

People often say being a photographer is completely different from being a full-time employee somewhere. In reality, it’s not. If you want to be a professional photographer, you have to show up every day. It’s not a once-a-week hobby. Hard work, authenticity, and a bit of networking will take you far. Persevere — but do it rationally.

As a portrait and fashion photographer, capturing the perfect moment is essential. What are the biggest challenges you face when trying to catch that “One Moment”?

The perfect moment is completely subjective — every photographer has their own idea of what it looks like. I’m drawn to emotion, to something imperfectly human. Depth in an image is always more interesting than perfection.

The biggest challenge is getting into that place where every frame feels perfect — and then staying there long enough to catch it.

You visited the WhiteWall lab; what was the most exciting part of the visit, and how has it changed your perspective on the printing process?

Photo: Illya Ovchar

Visiting the WhiteWall lab was memorable. I walked in knowing very little about printing and walked out with a huge respect for it. The whole operation is high-tech, almost like watching BMW build cars — precise, efficient, and with zero tolerance for mistakes.

They’ve brought a very German approach to it: maximum quality, no room for error, and serious attention to customer satisfaction. I wasn’t expecting such a large-scale, meticulous process.

The new Shopify App by WhiteWall allows photographers to easily and professionally print and sell their works - you addressed this in an article for the online magazine Fstoppers. How do you see the potential of this app for photographers who want to present and sell their works online?

The Shopify App makes it much easier for photographers to sell their work as prints. The built-in automation means we can focus on taking pictures instead of constantly handling print orders and shipping.

It’s one thing to sell a few prints a month, but when you’re getting daily orders, fulfilling them quickly can become a full-time job in itself. I’m a big fan of automation, and the Shopify App is a strong tool for anyone making a business out of prints.

What else should we know about you?

Born in Ukraine, I’m a self-taught photographer working in a clean, modern style that reflects the current zeitgeist. My work blends abstraction with reality, using colour and subtle contrast to create a balance between imagination and authenticity.

I draw inspiration from whatever surrounds me — nature, architecture, or a moment from a fashion show — and I try to weave that into my images in a way that feels both dream-like and grounded.

Right now I’m based between Munich and Paris.