Martín Hernández is a fashion photographer and had no intention of becoming a model. In fact, if the idea ever crossed his mind, doubts would immediately interfere with his self-esteem. An international contest launched by the designer Marc Jacobs made Hernández step out from behind the camera and move in to the spotlight. Because Marc´s call gathers both professionals and amateurs.
“It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong,” said Jacobs to the site WWD. “We wanted the ads to shout with youth and energy…to be fresh and reclaim the spirit that the collection had when we first conceived of it – to be another collection, not a second line,” he added.
In The Spotlight
The 20-year old photographer became renowned in Montevideo´s fashion industry due to his pictures. Hernández started 5 years ago as self-taught and got to work for Bellmur and Fashionbox campaigns. He also took part in Montevideo´s Fashion Week, Itaú Moweek and exhibited two of his conceptual photographs in Fundación Pablo Atchugarry. So far, that had been the most remarkable event in his career. Before Marc.
The photographer found out about the contest while on holidays in Russia. “I did not want to participate, but then I thought ´there is nothing to lose´,” he said to El Observador. He sent the picture and forgot about it. When he checked his account, he found a notification informing him that he had been pre-selected.
After two rounds of castings, sending data and more pictures, he was chosen to fly to New York.
But there was an issue: he did not have a visa. And he had four days to get it. Fortunately, a friend who is consul accelerated these proceedings. “He called the embassies and explained that I was the winner of a very important contest that could have a great impact on the country,” he told us. After the interview and paying the corresponding fee, Hernández got the visa for the three days he needed and had to convince the agency to get there a day later.
He had missed a casting day, but as he arrived at New York, he went to the first photo-shoot. By the end of the first day, only 9 of the 30 new faces of the brand were left. Ten pictures were revealed and Hernández is the only one who appears in two.
“I was the last one. I was really nervous,” he said. His first time as a model was in front of Jacobs himself – “my idol,” he stated- and David Sims, famous photographer. “I couldn´t believe it was happening. All other models asked me about my previous works and they couldn´t believe my first work was with Marc Jacobs,” said Martín. However, he says that his inexperience and freshness worked in his favour in contrast with more experienced models.
For the pictures of the campaign, Hernández had his hair dyed red to keep the modern and daring look of the campaign.
Once the photo shoot was over, models did not know when the pictures would be released. This Monday Hernández woke up and found his face on the network accounts of the brand.
During the day, the images of the campaign were seen all over the world and caused a stir, not only because of the atypical casting, but also because of the colour and reality conveyed by the models. “Everybody asks me if I will continue modelling. I liked the experience and I would like to repeat it, but I don´t think I will have the chance to have such an opportunity again,” he concluded.
Lea la versión en español aquí.
