Photonovela, the book now available on Blurb


Photonovela is a personal project, exploring the boundaries between documentary photography, autobiography and memory itself.
It took me a full couple of years to complete it, lots of help from family and friends (that posed as models), a generous grant from the Arts Council of England and the invaluable advice of Ann Williams and Wiebke Lester (then my tutors while completing the MA in Art photography at The University of the Arts London).
I still think it's a great project, and although my photography may have changed since, my heart hasn't. 
So it is now available for all to see in a book on Blurb at this link:
Photonovela

Cover photo, Caroline Lucas for Total Politics mag

The January issue of "Total Politics" magazine is now out for sale, with my photograph of Caroline Lucas on the cover and more featuring inside with her interview. 
I shot the leader of the Green Party inside Portcullis House at Westminster. As usual with a very busy MP, we have a bit of time to set up backdrop and lighting in a little area and then only few moments to shoot their portraits. Caroline Lucas was extremely nice and after taking her portrait we wandered around Portcullis House to take some more natural images and show Total Politics readers a bit more of the settings - strangely in between indoor garden, modern office and classic decor.
The cover design is by Antonello Sticca, currently working on a cool redesign for the whole mag!

Femina mag cover




"Femina" is a weekly Swiss magazine and the image on the cover is part of a shoot we did in my studio in London few months ago.
The theme for the shoot was "Celebration" so the lovely model (Satu from BMA London) played a bit of cards and then had lots of fun with champagne and blowing streamers!
Many thanks to Claire Mazik for the wonderful hair and make up.

Mia Jafari new dress collection






















Mia Jafari has added few unique dresses to her wonderful collection of scarves where Eastern embroidery meets cutting edge digital print through hyper-real aesthetic.
We shot in my East London studio, with Mia busy sewing and perfecting the dresses to the model and Sarah Morton taking backstage pictures for Sketchbook magazine.
I totally love Mia Jafari creativity, use of colour, details and humour. Our collaboration goes back a few years, when I shot some models dancing in front of her psychedelic laundry machines for the Festival of Urban Art Architectural Projection in the Constitution Square and the University Square of Bucharest

A trip down memory lane - DIVA magazine covershoot video


DIVA magazine cover shoot - behind the scene from emma innocenti on Vimeo.

Once upon a time...
...before I started writing this blog, there was a special celebration 150th issue for DIVA magazine...
We invited 150 women of all sizes, shapes and colour to take part in a naked photoshoot to grace the cover of the magazine. It was a way to celebrate real women and the real readers of the magazine who could finally see themselves represented and have the thrill of a real photoshoot.

The planning and organisation was quite manic, and we had no idea how many of the women would turn up at silly o'clock at the Heaven Club, in Central London for a 15th of August early breakfast photo shoot.

We didn't know if we could managed to get them all nice, naked and relaxed, looking at the camera and smiling without catching a single blink.
Also more importantly, without showing private parts or even a single nipple, as they are totally banned (by law) from front covers of magazines!

Well, we made it! Enjoy the video that has just been re-edited for my website and thanks to: Jane, Louise and Eden at Diva magazine; Antonello; Benedetta for the production, Giacomo and Nicky for assisting me, David for the video; the stewards on the day; Heaven & Kinetic for the logistic support and EVERYONE THAT DARED BARE IT ALL! It was fun!

Bagatelles & Co Lookbook


A sneak preview of Bagatelles & Co new collection of purses, bags and wallets that will shortly be on sale. 
Rym designs these wonderful little purses that are hand crafted by her small team with a hand picked selection of Liberty fabrics and other textile gems that she sources from French markets and little shops.
I love that they are so delicate and quirky at the same time.

Mid summer dream




This was one of our most challenging shoots to date. It was one of our first cross media shoot so we were recording moving images and shooting photographs at the same time. We used a crane to suspend a Canon 5D mk11 right in the middle of an outdoor swimming pool. Technically, it was just a question of dodging the shadow of the camera and then moving it around from the side of the pool to compose the shots or to pan around the swimming pool.
But when we got to it... models were squinting looking right into the sun, to just float and stay still in one spot was proving almost impossible, couldn't hear a thing with their ears inside the water... and soon it was 48 degrees...

Mirror Mirror on the Wall, the book available on Blurb



Mirror Mirror on the wall is now available on Blurb Bookstore.
Text is both in Italian and English, and the amazing graphic design is by Karen Oetling.



Open smiles, ill-concealed smiles, untied shoes, asymmetric postures, conscious or puzzled expressions... What does the mirror reflect? 
350 children and adolescents were to step inside an empty photographic set and to produce self portraits in front of a mirror, creating a collective portrait of the new generation of kids and adolescents that is growing up in Florence. 
From an idea of Emma Innocenti, a surreptitious look into the private space of the New Millennium youngsters, that reveals how they see themselves.

Cool Camping

Our "Cool Comping" cross media shoot is on the opening page of the Image Source website. We shot both photographs and videos in a lovely farm in Guildford at the beginning of the English Summer, on a beautiful day. David and i (on the other Canon 5D mk11 doing the videos) drove there in the custom 1971 Doormobile 'Early bay' VW Campervan also featured on the shoot - courtesy of Nick from www.dubhire.co.uk


It was a great day and I really enjoyed shooting out-takes while David was filming the models and directing them. It felt like being an invisible camera and I think lots of the images captured feel so natural because of this. It was also one of my favourite teams ever, with Tanya (Art Director) & Lyndsey making everything seem easy and fun and Beatriz Lopez mastering hair & make-up. Oh and lending us her bike!