01 Jul 2014 The photographer who exports pictures of Italy: interview with Ivana Lazzarini

“Life is like a camera. Focus on what’s important and you’ll capture it perfectly”

This is the quote which lifestyle photographer Ivana Lazzarini shares on “An Italian History”, her photography book which explores the vintage Italian style through pictures of old folkways.

Her secret? Get inspiration from the world around her. And she is so lucky to have such a beautiful world around her. We’re speaking about Italy, of course, with its amazing places, it’s people, it’s flavors and scents.

In today’s world where “images” means everything, telling a story and showing the tradition of a rooted culture with some photos can really make you stand out as a photographer. 

“I actually started working with travel videos. I liked the idea of bringing home the real sprit of a city, filming the people, the locations and their way of living. Then I realized that a great travel video is not that great without a background voice. Thus I decided to grow my photography skills in order to capture the same sprit but in a different way, a way that was closer to my real essence”, says Ivana.

So she went back to photography’s roots and decided to add storytelling to her work.

“What I love about my country, Italy, is that it’s a country for every need! Rich of history, culture, fashion and great food. Perfect for those who love the sea and the mountains. Perfect for relaxing in the countryside and perfect for exiting moments in the city. Farther, people are lovely!”

And these are exactly the elements which you can notice when viewing her photos.

Below you can find the full interview with Ivana Lazzarini and a taste of her amazing work.

1.      What led you to photography?

“I actually started working with travel videos. I liked the idea of bringing home the real sprit of a city, filming the people, the locations and their way of living. Then I realized that a great travel video is not that great without a voice. Thus I decided to grow my photography skills in order to capture the same sprit but in a different way, a way that was closer to my real essence”

2.      Do you have any formal training or assisting in your background?

I’m a self-made photographer. I look at other photos and try to replicate the same technique. Today Internet and Youtube can give you a big hand with your job (and passions)!

3.      How would you describe Italy to the ones who live abroad?

A country for every need! Rich of history, culture, fashion and great food. Perfect for those who love the sea and the mountains. Perfect for relaxing in the countryside and perfect for exciting moments in the city. Further, people are lovely! 

4.      Apart from being a great photographer, you are also a graphic designer and have also had a long career as a digital marketing consultant.  How can you match all these works? Are there synergies?

It’s hard to say but, at the end, we are talking about three creative works! Creativity is the “fil-rouge”. It’s important when you prepare a photo shoot, it’s important when you edit with Photoshop and, it’s important when you share innovative projects with your clients.

5.      What do you photograph at home (if you do)?

Typically… food! I love food, I love to cook and to eat. So, before eating, I set-up my camera and all the rest and shoot some photos for my book “An Italian History”.

6.      Which places in Italy are closest to your heart?

Sicily. It’s one of the best place in the world.

7.      What was your #1 favorite photography moment from this past year?

The publication of “An Italian History”, a photography book which explore the vintage Italian style through pictures of old folkways.

8.      Where do you find inspiration to keep your photography creative and unique?

The world is my muse! The places, the people, the funny things, the colors… everything!

9.      What would we find in your equipment bag for a typical shoot?

You would find only a camera and 2 lenses. I do not want to bring too much equipment with me, because weight is important and I want to be free to move. A wide-angle lens is perfect for panoramas and landscapes, the portrait lens is perfect for shooting people and cities.

10.   Do you spend a lot of time processing images? 

Yes! A great photo depends on your creativity and ability to adjust colors in order to re-create the ambience you were in during the photo shoot.

11.   If not photography, what would Ivana be doing with her time?

As I said before, I’m also a graphic designer. I like to create and produce Decorative Throw Pillows that I sell all around the world. I consider them my little jewels!

12.   Do you have a favorite quote you can share with us of Ville in Italia? 

Life is like a camera. Focus on what’s important and you’ll capture it perfectly

Everyone knows, and these photos are the proof: Italy is a great source of inspiration indeed!