Interview with MELOURRA

At just 17, Melina Weger founded her brand MELOURRA, which today stands for a touching visual language: melancholic, cinematic, full of emotion. Her photographs tell stories of femininity, memory and the magic of fleeting moments. Now, for the first time, her works are available to buy as a curated print collection in her own store, produced with WhiteWall.

In this interview, Melina talks about her path to photography, the idea behind MELOURRA and her experiences with the new WhiteWall app for Shopify: “I was immediately excited when I heard about the WhiteWall app for Shopify – finally a way to offer high-quality prints professionally without having to worry about production, storage or shipping.”

Can you tell us a little about how you got into photography? What sparked your interest?

My journey into photography didn’t start with a perfect picture – it started with a feeling. I was still young when I convinced my father to buy me my first camera – a Canon EOS 1100D. He hesitated, thinking it would be like a pet you quickly forget about. But for me, it was love at first sight. I started taking pictures of my friends backlit by the sun, in fields, on park benches – and very often, I took self-portraits, since I didn’t know any models yet. I wanted to understand what it felt like to be in front of the camera, how to use your face and body to create portraits that leave a lasting impression.

Over time, that feeling turned into a creative universe. MELOURRA is now more than just a name – it’s my expression of everything I love: L’amour & Melina – a love for art, nostalgia, and atmosphere. What began as a hobby has become my profession, and a vibrant community of creative people who resonate with my visual language and grow alongside me.

Tell us more about your images: What makes them special? How do you choose colors, composition, and themes?

My images tell stories. They’re melancholic, cinematic – often like a scene from an old film. I work with natural light and a palette that’s minimal but expressive – muted tones, golden light, soft shadows.

Composition is incredibly important to me. I see my images as little still frames from a movie – every shot needs depth, atmosphere, and a narrative moment. I think in emotions and scenes, not just in aesthetics.

My themes often revolve around femininity, freedom, memory – the feeling of summer, the glow of youth, the beauty in everyday moments. Women are frequently at the heart of my work – not just as models, but as muses, as carriers of mood, as characters with depth.

Where do you draw your inspiration from? Are films, books, or magazines your biggest influences – or more your everyday surroundings?

Films are my biggest inspiration for composition and lighting. I study scenes, analyze perspectives, and observe how emotions are conveyed visually. But my life in Vienna is also a constant source of inspiration – the architecture, the museums, the classical streets, the light over the rooftops. I also draw a lot from my travels to exotic places. Often, I find perspectives there that feel unfamiliar – ones you haven’t seen before – and I love capturing those. I’m especially inspired by places with history and character. I often shoot in locations that already carry a narrative – like La Muralla Roja in Spain, a colorful Brutalist labyrinth with such strong architecture that it elevates my photography to a new level. That’s also the setting of my first print with WhiteWall – THE SWIM.

You’re one of the first to use WhiteWall’s new Shopify app. What’s your experience been like integrating it? Can you briefly describe the process?

I was immediately excited when I heard about WhiteWall’s app for Shopify – it’s finally a way to offer high-quality prints professionally, without having to worry about production, storage, or shipping. The integration was surprisingly simple – I created my product in Shopify, connected it with WhiteWall, and selected the right material and format straight away.

The best part? The quality remains 100% in professional hands. One challenge, though, was navigating the world of paper options. There are so many types – papers, frames, materials, coatings – that at first it’s overwhelming if you’re not familiar with the process.

Which WhiteWall products did you choose for your shop, and why?

I chose Fine Art Prints and also prints on aluminium Dibond – with a glossy Fuji Crystal surface and a black aluminium ArtBox frame. The first piece in my collection is called The Swim, showing my model Chiara in the iconic La Muralla Roja by Ricardo Bofill.

The material brings out the colors and details beautifully. It reflects the depth, light, and cinematic nature of my work. And with the elegant framing, it’s instantly ready to hang. I didn’t want to compromise – only the best for my prints, and WhiteWall delivers just that.

What tips do you have for others who want to get started with the WhiteWall Shopify app?

Curate your selection. Less is more – especially when you’re starting out. Choose images that stand strong on their own and convey a clear feeling. And most importantly – just go for it!

Also, be transparent with your pricing. I intentionally keep my margins low (under 20%) because I want my art to be accessible – and because the value lies in the work itself, not in mass marketing.

What else should we know about you?

I’m Melina, 27 years old, photographer and founder of MELOURRA. I’m from Vienna, I love the mood of this city, and I started my own business when I was just 17. I studied marketing – earning both a Bachelor’s and Master’s in Digital Marketing – and today I combine creative work with an entrepreneurial mindset.

With MELOURRA, I’ve built a community that I inspire every day through my work. I shoot portraits, lifestyle, and weddings – often internationally – and campaigns for clients like Canon, Lillet, Samsung, and Xbox.

My art is emotional, atmospheric, bold. It’s meant to move people. I also love sharing insights with my community about self-employment, the creative process, and what it takes to run your own business. Because art is one thing – but living it with heart and structure, that’s my mission.