Crane.tv visits 26-year-old creative Elena Rendina at her studio in Shoreditch. She tells us about her photographer, set and costume designer status, her project with model Lily Cole and how she sees the future.
Elena Rendina graduated from the University of Art and Design Lausanne in 2008 with a BA in photography. Since then she has been working as an assistant to photographer Paolo Roversi. In July 2009 she met British model Lily Cole at Paolo Roversi's studio in Paris while they are shooting for The New York Times' T Magazine. She confesses that she is a fan of Cole's to Roversi, who suggests she should write and ask if the model would like to pose for her. After discovering Rendina's work and a positive reply, the designer toiled for almost a year on the project: creating all the clothes, shoes and set designs for the images, the big day finally happens. "The day of the shoot was for me like a dream becoming true, because she was wearing my clothes... It was very moving for me."
Rendina, whose work includes covers and editorials for POP Magazine, Wonderland and Vogue Italia Gioiello, was recently signed to talent agency Streeters Agency.
Text by Paul Rappaport for Crane.tv
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