At LELOSI, we believe that photography is not just a way to showcase our products, but a powerful tool that highlights their uniqueness and evokes feelings of softness, comfort, uniqueness, timeless elegance and much more. Our photographer, Miha Kokole, creates visual masterpieces every day through his lens, connecting us with our customers and emphasising the beauty of our clothing. In this interview, he reveals how he combines his passion for photography and fashion and how he captures perfect moments to bring every image to life on screen.
Photography is the art of observation. What continuously excites you when you look through the lens? Is it the play of light, the emotions of people, or the product itself? When did you first encounter photography, and what was the key factor in your decision to pursue this profession?
My first encounter with photography was at the Secondary School for Design and Photography in Ljubljana. At first, I saw it mainly as a technical skill, so I initially preferred expressing myself visually through graphic design. However, my true love for photography was born when I realised that it allows me to explore the world, tell stories and express emotions.
As I delved into studio work, explored the basics of composition and experimented with light, I began to understand the real depth of this profession. Photography was no longer just a technique – it became the way I see and experience the world. These realisations were crucial in my decision to dedicate my career to photography.
Fashion photography requires a sense of aesthetics, attention to detail, and storytelling. What is your relationship with fashion? Do fashion trends inspire your work, or do you see them more as a tool to express your creativity? How does fashion influence your photography?
A fashion photographer is a visual storyteller who must constantly follow trends and adapt their style to the fast-paced changes in the industry. However, despite this, the essence of fashion photography lies in the story and the message that the brand wants to convey.
The key to successful fashion photography is teamwork. At LELOSI, various professionals collaborate – the creative director, photographer, stylist, producer, models and the rest of the team. This synergy of different talents enables us to create a strong visual identity through photography that reflects the brand’s values and vision.
The first time you shoot for a fashion brand is always a special moment. How did you feel during your first fashion shoot for LELOSI? Do you remember what you aimed to achieve with your work of art?
I still vividly remember my first shoot for LELOSI. It was the early days – we improvised our photography studio in a small village pub, the team was small and we were all still learning. Despite the modest circumstances, we were driven by passion and the desire to create. Our main goal was simple yet crucial: to showcase the leggings in the best possible way and capture the essence of the brand.
That first shoot taught me invaluable lessons – that fashion photography is not just about technical perfection but also about adaptability, creativity and teamwork. And this approach continues to guide me in every new project.
A great fashion photograph is not just about technique but also about the emotions and story it conveys. In your opinion, what makes a photograph truly exceptional? What should it include to capture the attention of potential buyers while also expressing the brand’s core values?
First and foremost, it must evoke emotions. A photograph that touches the viewer, draws them in, and allows them to connect with the product is what makes it stand out. Choosing the right location, background, and setting is equally important – these elements help tell the story and shape the brand’s overall visual identity.
Another key aspect is working with the model. Authentic expressions, confident posture, and the energy they project greatly influence the final impression. And, of course, understanding lighting and composition is essential – light creates the mood, while composition guides the viewer’s eye through the photograph.
When all these elements come together, a photograph is created that not only captures the attention of potential buyers but also reflects the brand’s values and vision.
Every photographer has a unique perspective on the world. What do you look for when trying to capture the perfect shot? Do you focus more on technical details such as lighting and composition, or is spontaneity and natural beauty more important to you?
Lighting is the most important aspect of my work. It sets the mood, enhances shape and texture, and adds depth to the image. If the lighting isn’t right, I won’t even press the shutter.
Composition is also essential – a carefully balanced arrangement of elements in the frame makes a photograph visually appealing and effectively guides the viewer’s eye.
Once the lighting and composition are in place, I wait for the perfect moment – one that is spontaneous, natural, and full of beauty. That’s when a photograph truly comes to life.
In recent years, social media has had a significant impact on the fashion industry. In your opinion, how has it changed fashion photography? Does a photographer today need to adapt to a faster pace and a shorter attention span, or is quality still key?
Social media has inevitably transformed the fashion industry. The speed at which information spreads and the growing competition for audience attention have forced photographers to develop new approaches. However, I believe quality is still what sets a great photograph apart from the average.
In a world where images are constantly available, the only thing that truly stands out is content with deeper meaning, emotional impact, and a compelling story. Despite the fast pace and short attention spans, people still appreciate authentic and unique photography. A photographer must therefore strike a balance between following trends and maintaining the timeless value of high-quality artistry. It’s not just about technique but about capturing moments that move you – which is both the greatest challenge and the biggest reward.
Every photograph tells a story. Which LELOSI photographs are you most proud of, and why? Was there a campaign that had a special meaning for you or stood out due to its creativity?
Every campaign carries its own signature and unique energy. However, the ones that stay with me the most are those that have real soul – especially lifestyle shoots, which bring a special sense of uniqueness.
One of my favourite campaigns was one where we allowed the models to completely immerse themselves in the moment – it was a project that truly embodied comfort and relaxation. I felt like I wasn’t just photographing a model but telling a genuine story about the clothing. On the other hand, there were also some "wow" studio projects where we focused on showcasing unique details that elevated each piece of clothing.
Ultimately, it’s all about finding the perfect balance between creative freedom and technical excellence.
In creative work, things don’t always go smoothly. What challenges do you face most often in your job? Have you ever experienced something funny or unexpected during a shoot that made you laugh and stayed with you?
Challenges are constant – from balancing creative freedom with technical requirements to capturing those fleeting perfect moments. But the funniest and most unexpected situations often happen during lifestyle shoots. Interestingly, these moments often lead to the most authentic and unforgettable shots.
One such story was when a young man on a bicycle was so captivated by our model that he lost control and fell. Luckily, he wasn’t hurt, but we all had a good laugh. These are the moments you never forget – they add a human touch to the story.
Perfectionism can be both a virtue and a limitation. Do you strive for perfection in your photographs, or do you focus more on capturing the energy of the moment? Do you ever imagine LELOSI customers while working, and what do you think would appeal to them the most in your photographs?
I seek balance. The energy of the moment brings life to a photograph and gives each shot a special dynamic. When working with models, I aim to capture spontaneity and showcase comfort – a key quality our customers love about LELOSI products.
However, in post-production, perfectionism is essential – retouching ensures a flawless look, allowing the visual story to fully come to life. I pay attention to every detail, but I also strive not to lose that magical, authentic moment.
Inspiration is key to success. What motivates you to do your job with such dedication and passion? Would you say that photography fulfils you on a personal level?
I draw my greatest inspiration from the constant challenges that come with working at LELOSI. Every new campaign, and every new project is an opportunity to create something unique, something that will leave a lasting impact. Each photograph holds the potential to capture a moment of beauty that might otherwise go unnoticed. That is what truly fulfills me – being able to follow my passion for aesthetics and storytelling in an artistic way.
Photography is not just my profession; it is a way of expressing myself and communicating with the audience. Every scene, and every photograph brings me closer to understanding what it means to capture moments that are constantly changing and disappearing, only for new ones to emerge… Once again, I emphasize that, on a personal level, this truly fulfills me.
Photography captures attention and reflects the values and vision of a brand.
— Miha Kokole
Author: Nikolina Koljanin
