Editor’s Note: Inez Van Lamsweerde is an ASMP Professional Member.
Inez van Lamsweerde and Vinoodh Matadin, the married Dutch photography team, have worked together for 32 years, shooting for every household name in luxury, from Gucci to Louis Vuitton to Saint Laurent. But it was only recently that they were handed their dream assignment. And, surprisingly, it wasn’t for a fashion brand. The duo was tapped by the cult clean-beauty line True Botanicals to create a one-of-a-kind ad campaign, driven more by emotion than product shots.
Company founder Hillary Peterson created True Botanicals three years ago with the ethos of nourishing self-care. “I became aware of the toxins that were being used in personal-care products from an experience I had with thyroid cancer,” she says. “I learned then that what we put on our skin goes into our body. I thought, ‘How can I change that?’ ”