Heidi Rondak

Bringing sophisticated storytelling to the field of conceptual fashion photography, Heidi Rondak is renowned for her ability to capture nuanced images that bubble with detail.

"My approach has always been conceptual," she begins. "When I create a concept, I like to explore different themes, situations and lifestyles. It's about visualising my interpretation of them. I like to research, find symbols and create an overall vision with mood boards. I like to find out how to express these things on different visual levels."

As a child Heidi loved to create, first through drawing and crafting, and later through photography after she was given her first point-and-shoot camera by her parents. Aged 14, Heidi got her first hands-on experience with an SLR camera, before a three-month long visit to India helped her to get to grips with the basics of photography.

It was while studying for her Communication Design degree at Hochschule Mannheim (Mannheim University of Applied Science) that Heidi's talent really began to blossom, though; alongside developing her skillset, she spent time assisting professional photographers.

Her technique wasn't the only thing to evolve during those influential years – Heidi's eye for fashion also led her down a new path. "I used to dress quite extravagantly, sewing and making a lot of my own clothes, accessories and jewellery by hand," she recalls. "I was tempted to study costume design, but photography was always part of me. It wasn't until I assisted the great fashion photographer Andreas Ortner in Munich, though, that the door to the fashion world really opened for me – and I loved it."

"For me, fashion photography is a supreme discipline; it unites many of my passions and talents, and it helps me grow every day. I love working with a team, creating the vision that has been in my mind and then seeing it come to life in our photos," Heidi continues. "I get so excited about the little details and how I can make them stand out, just by using lighting, props, settings, or the posing of the model. I love the vivaciousness of the fashion industry and how it celebrates diversity. It's a world that is certainly not perfect, but it is constantly trying to improve."

Exhibitions, awards, and freelance commissions followed, helping Heidi to forge the brand of conceptual fashion photography that she is known for today. When asked what her secret is for staying in demand, her answer is simple: keep taking photos. "I am constantly shooting – editorials, tests, personal projects – because this means I always have new material to show. It keeps me in touch with the industry, my followers, current trends, the latest techniques, and the students I teach," she says. "Going back to my roots and teaching others has given me a renewed confidence and improved my ability to talk in front of people. It helped me relax and go with the flow, be myself, but most importantly, to trust my gut – something you must always do as a photographer."

You've taken on many roles throughout your career including editor, designer and lecturer. How has this diversity helped to shape who you are as a photographer?

"I know how magazines work, so I better understand their needs and, as such, make my ideas more attractive to and effective for them. I know how to lay out, which means I can express my vision, even if it's an elaborate concept. Teaching is a two-way experience and being in touch with young creatives is such a source of inspiration. Their views, ideas and questions are always so refreshing."

Winning so many awards is a remarkable accomplishment, is there one you're proudest of?

"Don't Stop Me Now won the second prize at the Fine Art Photography Awards (FAPA). It was a few years ago now, but I still love the series."

You sometimes capture video on your shoots. How do you find balance and synergy between the two creative mediums?

"I see myself foremost as a photographer; there is not always a video shoot at every photoshoot, but I've been directing for a couple of years now and I am still very curious about it, learning and experimenting. Video consumes a lot of time on set and the dynamics are totally different. Plus, there's the edit, which is a super important stylistic device that I love to do myself. Video adds direction and time to the equation, so it needs to be planned out even more. In photography, we can use people's imagination a little more. That's the magic of stills."

"To avoid misunderstandings, I learned early on that organising the concept, or creating a mood board, is very important. On set, it's important to be aware of the time and workload ahead. If time is running out, it's on me. In the beginning I didn't want to put pressure on people, but working late as a result wasn't fun for anybody and I realised it's my responsibility to direct the team and shoot quickly, but always at a high quality."

Instagram: @heidirondak

YouTube: Heidi Rondak Photography

Website: www.heidirondak.com