How to Make it as a Young Creative, According to Artist Ana Kraš

“At one point I was like, you know what, I’ll just do whatever I do and if people don’t take me seriously it doesn’t matter,” says Serbia-born, New York-based artistof her polymathic practice, which encompasses photography, painting, drawing, furniture and clothing at once. “I am doing it for myself.”, the Danish clothing label begun by wife-and-husband Ditte and Nicolaj Reffstrup in Copenhagen, the city they live and work in.

One of these friends of a friend was Danish artist and model Emma Rosenzweig, who also recently collaborated with GANNI on a short film entitledand who Kraš photographed for their latest campaign in Rosenzweig’s Copenhagen home. “It was the perfect fit for her as a model,” Kraš says of the resulting images, shot on film in her own impromptu style. “This time it felt a little more personal.”

Here, among outtakes from her near three-year catalogue of work with GANNI, Kraš talks about photographing her contemporaries – and why it’s important to know when to say no.On photographing Emma Rosenzweig, and sharing birthdays... “I was really happy to hear that Emma was the subject, I do like that [at GANNI] we always have a different concept, or a different shoot, because it doesn’t get boring for me as a photographer. This time it felt a little bit more personal, because it was Emma and we shot her in her house. She is a filmmaker, and artist. She’s a model as well sometimes. She was doing a film project with GANNI – although I did not see them at the time – which was why it was the perfect fit for her as a model.

“I think it’s a matter of taste. I don’t think a good photo and a bad photo exists just on its own, I think it’s just really personal. For me it’s all about the feeling, I don’t care about the quality of the photo in any sense. I don’t like fancy cameras myself; I don’t think it matters for the photo. Either you feel it or you don’t, the same about people or food.

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