by Zanita Careem

Raffealla (an internationally recognized photographer) believes art is how you want to see the world. Passionate about art since her school days in St. Bridget’s Convent Colombo, Raffaella Fernando was a woman who always wanted ‘to do something unique and create art with her innovative ideas. She said with pride “From a my young age, my paint:ings and art were extraordinary, and nothing could stop me once I received a camera as a gift from my father.’ With a motivation to pursue a career of my own, I started photography and designing and reached success at a very young age due to my creative talent and enthusiasm.

Raffealla Fernando Photography is Raffaella’s photography brand, under which her most popular brand, the Raffealla Fernando Celebrity Calendar (RFCC). RFCC has been annually published, featuring multiple celebrities across Sri Lanka. Raffealla has been closely working with an interesting team of celebrities while collaborating with makeup artists, designers, etc. Her luxury designer brand is known as ‘Raffealla’, which she claims to define herself the most, and her more affordable designer brand is ‘Mermaidish’. She has also collaborated with a few other designers while contributing to the above brands.

A highlight of her career was when she became the “Best Fashion Photographer of the Year” at the 5th International Achievers Award 2017 London out of 310 contestants across the globe. She has also made us proud with her World Ranking of the 8th best photographer of the world, competing with 150 other photographers at the BEFTA Awards UK. Another wonderful milestone of her career life is being invited to design for the 69th and 71st Cannes Film Festivals where she could showcase her talent to the world as the first Sri Lankan designer of all. Raffealla also showcased in the London Fashion Week, where her designs were cherished among all. She also reminisces the opportunity she got to showcase one of her collections to the Prince Charles Charity Trust 41st Anniversary as well as becoming a finalist on the New York Fashion Week, bringing pride to Sri Lanka.

Can you tell us about yourself and how you got into photography?

Fashion designing came first, I started off as a fashion designer and after 3 years I started my journey as a fashion Photographer. I was very much passionate about Photography since I was a school girl, I was part of the school photographic society and has also won few interschool photography competitions. When I was about 14 years old I won an Art competition and my father asked me what I need as a gift and I said I want a camera, I still remember my first camera was the F25 lumix SLR camera, my passion and interest grew from there and gradually I found the interest for fashion photography through my fashion background.

How do you describe your individual style?

I have dark twist to my style, not particularly a signature look but I like more black so I mix black with all most all my clothes. I try a lot of looks, makeup and hair styles, I am person who explores and experiment a lot with style and fashion.

When comes to my Photography I have conceptualized style, I love to tell stories I also look at myself as story teller sometimes because a lot of thinking goes into my thought process when it comes to my concept shoots.

To summarize it’s dark, conceptualized and creative.

How do account for your fearless approach to the fashion world?

I’ve always been myself and I let it flow seamlessly. Fashion industry in the only place I always wanted to work since I started dreaming from a right mind. I don’t know if it was fearless because I was very young when I entered the Industry, the excitement was way much that all I can remember is that I worked very hard to do new things in the industry also to have my own place and stay.

As an award winning photographer? What is your first preference?

Fashion a photography?

It’s very hard to pick from both because I started as a designer and then got in to Photography. But if I speak honestly I love taking photographs more because I get to create a whole new different world for my creative eye.

What made you to name your brand Raffealla?

I think My name itself does the best Branding for me , that’s why I using my name as my brand name as well…. I grew up disliking my name so much thinking it is so different and now I think it works in my favor. Also I have a fond memory with my grandmother who is no more with us, she named me Raffealla and I used to ask her ” why did you name me Raffealla , it’s such an ugly name ” and she use to always tell me ” no its such a unique name, thank me later when you grow up “

Why did you change your career from film direction and journalism?

well I’m very new to film direction, at the moment I’m planning on my very first film direction and that is something I’m really looking forward to.

I started to work as a fashion journalist at the age of 18 I continued for 5 years and gradually and sadly I had to stop because I couldn’t find the time to continue.

Actually didn’t change but my direction from it I changed my direction towards it.

DO you have any signature styles?

Not particularly but creating concepts and stories are more of my style and kind of work.

Difference between art photography and fashion photography?

I would like to call both “art” , but there is a whole world of difference between conceptualized photography and fashion photography, because it’s so different to each of the style the line itself is created I feel.

In fashion photography we always want to keep it trendy,fashionable , styling and what we always highlight is the fashion, but in conceptualized photography we highlight the concept, the story, the expressions it’s the soul of the concept we try to highlight. Art Photography is more of an abstract style.

What are your plans for this year with the endemic spreading?

Fashion photography is an incredibly competitive niche what steps

you have taken to be above the rest

Consistency is definitely the key of success, as women we sometimes have to work as twice as hard as a man, it is a good thing I am not complaining about it because it helps us a lot to grow. So I always feel consistency is the key just be consistent and do what you do, continue even when you fall and fail. It is a beautiful industry to work , of course like any other industry we do have a different side , it is very competitive like you said and cut throat. I try to be constant as much as I can, do new projects, explore and experiment with myself and I do a lot of work on me to make myself a better and a fuller artist.

What according to you is fashion?

Fashion is the form of clothing, accessories, and furniture. It can be used by everyone. It is related to culture,

style is such a personal thing it does not change with seasons, for an exams Micheal jackson , queen and etc they had such unique style.

The above was the technical part of fashion and style, for me fashion is a language, helps to understand people and also feelings. If you are happy you dress well and when you aren’t you dress down and bad sometimes.

What do feel most challenging/interesting?

Every single working day is challenging and interesting especially these days as we all push more to create, we work a lot on the virtual platforms and I find it the most interesting.

Like last year I conducted Sri lankas very first solo virtual photography exhibition, we launched it online during the second lockdown period. I found it interesting how we make use of platform we previously didn’t consider.

What do you think are the most important traits a fashion model should have?

Understanding of fashion, light and camera. A conscious mind of movement to move with the camera and lights, I appreciate a lot when models listen.

A little bit on jewellery designing

I Have a higher national diploma in Jewellery designing and something I always enjoyed applying for my designs and styling. I create a lot of jewellery with throwing away material and create recycle and upcycled jewellery for my collections.