DARIO SALAMONE, COMMUNICATING WITH PICTURES
"Hessential Homme","Grit", "Freek" are some of the magazines on which appeared photographs of Dario Salomone, one of the most talented and successful among the young Italian photographers, as well as creative director of the newborn magazine "The Greatest". His point of view is original and unusual, it is not a coincidence that he has created the advertising campaign for a countertrend designer like Fabio Quaranta, or for an innovative project as the line EEqual of Ennio Capasa. Increasingly, magazines and major brands turn their attention to new names in photography, for that matter even a firm like Canon for over 10 years has invested in the search of new talents rewarding with scholarships newcomers Italian photographers and organizing some exhibitions, a scouting activity important at least as much as the reflection on changes which are taking place, sponsored by Canon Innovation Forum. Although for Dario Salamone it is more natural to communicate with pictures than with words, one cannot inquire about his approach to photography and fashion in a moment of such great change.
Many photographers are self-taught, others have made special studies, how did you become a fashion photographer?
When I decided to become a fashion photographer I was living in Rome and was completing piano studies. I was rather impatient with the methods of teaching at the conservatory and had no desire to face a new school, but I knew that I had much to learn. I found an internship in a studio and moved to Milan. I felt very at ease among the flashes and I learned very quickly. Then I met Adriano Russo, and followed him for a year, he taught me everything about this work, I owe so much.
Among your works there is also the EEQUAL advertising campaign, the line designed by Ennio Capasa for OVS Industry, what do you think about the democratization process taking place in the fashion industry which involves more and more great designers?
I believe that, besides being a response to the economic changes we are experiencing, it is a strategy beneficial to everyone: the general customer buys a garment signed by a great stylist at a reasonable price, fast fashion increases sales, and the designers get more visibility. And it works.
One of the most debated issues in the world of photography, especially of fashion, is the use of photoshop, what is your idea about it?
A good photography does not need major interventions of postproduction. Photoshop is an important tool, but cannot replace a shot well done. A photo should tell a story, convey emotions, and force you to look at it, things you cannot sample on a software.
Creativity is pure instinct or has to be encouraged? How do you keep it alive?
Perhaps the answer is somewhere in between. It's definitely linked to the most intimate part of us, responding to a personal need, the need to create and see things with different eyes. But, as every talent, every resource is something to cultivate and nurture, we must take care to deliver results. The second question I answer with a quote from Emily Dickinson: "To make a prairie it takes a clover and one bee,/ One clover, and a bee ,/ And revery. / The revery alone will do, / If bees are few."