An Exclusive Interview With Jean-Baptiste Fort
Lens Magazine|April 2021
Jean-Baptiste's passion was born in Los Angeles. Since he was 19 years old, he developed an international career in Fashion and Advertising photography. Jean-Baptiste opened his own design agency in Barcelona, where he has been based since 2010. He split his time between Paris, Barcelona, and Los Angeles.
JOSÉ JÉULAND

Jean-Baptiste has become an established name within the fashion industry with an impressive client list. He works for strong brands and magazines such as Vogue, Elle, Hola, Fhm, and L'Officiel. Creating projects for prestigious agencies such as Ford or Elite or designers as Triumph, BCBG Maz Azria, Tom Ford, Lanvin, Dior, Cavalli, Leonard, Celine, Hermes, etc.

It is a pleasure to feature an exclusive interview with one of the strongest names in the fashion photography field.

José Jeuland: Hello, Jean Baptiste. Great to have an interview with you about your fabulous work. Let's start with your background in photography. Did you study photography or your extraordinary high level came from autodidact learning?

Jean Baptiste Fort: Thank you for having me! I am delighted to be able to talk to you. I was self-taught, I discovered photography in Los Angeles, and then it became a passion. I spent days working on my technique, learning about the history of photography, looking for ideas... With enough motivation, I think anyone can learn photography the self-taught way!

J. J.: Do you come from an artistic family? Is photography a Tradition in your family?

J. B. F.: No, photography is not a family tradition, except for the classic family photos. My passion came naturally from my experiences and my travels and is totally independent of my family environment.

J. J.: Why did you choose to establish your name in the Beauty and fashion industry in particular? Was there a specific style or niche that draws you to it?

J. B. F.: I've always been very interested in fashion and how it could allow us to express ourselves. Fashion is an art form in itself, and I wanted to capture that through my photographs. Fashion allows us to manifest ourselves, send messages, and show who we are. For me, fashion is both a tool of expression and empowerment; it allows many people to give themselves confidence, to show their personality, their emotions. It is this aspect of fashion that I wanted to represent through my photos.

J. J.: Your career started at a very young age by opening your design agency in Barcelona. Looking back at those days, Do you see it as a bold move? Where the courage came from? What is the name of your design company? Or is it also under your name?

J. B. F.: Entrepreneurship always requires audacity; of course, you have to have the courage to take risks, but I love adrenaline! My company is called Snob Technologie SL, and creating it was an excellent decision since it allows me to earn a living, and thus to be able to exercise my photography as I want. I don't have to rely on the money from photography to make a living, which allows me to select only the projects that I like without doing any by default.

J. J.: At what point in your career have you started doing a campaign for influential brands? What was the first project you have done, and how did you first get a job with them?

J. B. F.: My apprenticeship of professional photography was in Belarus for the Publicis agency and its international clients based locally (Renault, Triumph). These first jobs allowed me to understand the clients' expectations and rectify and move from an amateur to a professional perspective.

I did several campaigns for Triumph lingerie, where I was able to learn light work and model management.

J. J.: How did you approach that first shoot? And did you approach it differently than the way you would approach it now?

J. B. F.: I was quite nervous about the idea of doing this shoot; the days before, my feelings were divided between excitement, impatience, and apprehension because I wanted the result to be absolutely perfect.

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