London College of Fashion MA Graduates: We Spotlight Giovanni Martins

Here is the third in our four part series from the LCF‘s MA Graduate show. The ‘Fashion Photography’ students showed a really wonderfully diverse approach to the art of fashion photography. Some of the projects looked like glossy magazine editorial, others looked like works of fine art. And then there was the work of Giovanni Martins. We were struck by the incredibly accomplished feel to the video that he presented at Victoria House. It felt really exciting, energetic and really very striking. Thanks Giovanni, for the following insight into your vision…


I started out with a BA in  ‘Lifestyle & Design’ at the Willem de Kooning Academy in Rotterdam where I completed 2 years, but as I wanted to pursue a Fashion photography career I started searching for other courses that would help me to achieve my goal. I found this in the MA in ‘Fashion Photography’ at the London College of Fashion. Looking at some of their successful alumni, I decided that this would be a course that could help me to realize my dreams.

My time at LCF was a big experiment, working with new techniques, people and fashion. I actually gained a deeper and better understanding of my work, and even more important, how to communicate my vision and my narrative through visual storytelling.


My final major project consisted of another experiment. I have a deep interest of mixing media, combined with the rise of fashion film, so I decided to try to take this medium to a new level. I searched for a technique that I wanted to explore and gain a deeper understanding in, and I found that in ‘Bullet Time Animation’.

In short, this technique consists of an array of 50 photo cameras, which are all synced up together, and are able to take images simultaneously. I worked with the amazing guys at Lumasol, who specialize in 360 degree photography. In post production, layering and morphing these images together, results in a full frozen in time and space 360 degree view (in film) of the model. This technique is perhaps best known part in creating some of the key visual effects in ‘The Matrix’ movie trilogy.

When commencing work on this project, I started to research the Surrealist movement, as the surrealists were at the creative cutting edge in their time as well, trying to utilize new techniques in order to visualize their film based storytelling. I ended up with a 5 minute Fashion photography related moving editorial, inspired by ‘Le Manifeste du Surrealisme’ (1924 Andre Breton) as well as other diverse surrealist movies, such as ‘Blood of a Poet’ and ‘Un Chien d’andalou’.

Styling included avant garde couture pieces from designers such as Iris van Herpen (Dutch Design award winner) as well as Jan Taminiau, Una Burke, Emma Griffiths and ‘wearable works of art’ from Bibi van der Velden’s latest collection called ‘Sphere’.

The film, called ‘Manifesto’ received amazing feedback and is up for selection at some exciting film festivals, which i can reveal more about in a while…

What would your dream job be?

An internationally renowned high end fashion photographer working with Tom Ford, Lanvin, Gucci

Who or what has proven to be your longest standing inspiration?

Viktor & Rolf hands down.

These 2 dutch designers set the fashion world up side down with their elaborate catwalk presentations and perfectly executed mind-blowing concepts. Every show is a major inspiration for me, and would love to shoot their designs!

If not fashion photography and video art (is that even the right term for what you do?), what other creative discipline would you have chosen?

As mixed media is all a big blur, I think I would stay in the same disciplines, blurring boundaries of photography, film, animation and graphic design.

Can you see your skill set and style being utilized within the fashion market?

Currently I have some interesting projects running, so be on the lookout you might see my name pop up in place you would, and also would never expect!

What is the most exciting thing that you learnt on your MA?

Not so much in terms of ‘learning’ rather than that my Masters really functioned well as a catalyst in order to push my boundaries and take me and my work to the next level.

What three words best sum up your aesthetic?

Avant-garde, sexy, chic





Thanks so much to Giovanni for the time that he gave us, and do click here for interviews with other creatives who we find inspiring. Enjoy!