Photographing Beauty Beyond the Beauty Standard

I’ve never been able to define beauty, because for me it really does lie in the eye of the beholder. It might sound cliche, but I’ve always understood beauty and attraction to be highly personal and individual. People also vary in the size and range of what they consider beautiful, which can sometimes be limiting in photography. I’ve always had the rare ability to be able to find the beauty in everyone.

I’ve also always understood conventional beauty as the most widely considered visually attractive by the most amount of people during a particular time period. Beauty standards are constantly evolving and expanding, so chasing trends is generally futile. The way I see it is that how we perceive and experience beauty is 100% reliant and connected to the way we see life and what we find important. For me, what makes a subject or an image compelling is everything about them that makes them different and individual.

That perspective has naturally gravitated me towards the subjects and models I work with across beauty, fashion, music, drag and performers as a whole. A commercial beauty portrait might look highly polished, while an artist portrait might be more raw and theatrical. A drag image can be more surreal, over the top, camp or glam. The common thread throughout my work can be found in my ability to capture the person, what makes them authentically themselves. I want them to feel like their voice can be heard through a visual experience. I think beauty shines the brightest through authenticity and confidence in ones self.

My goal is to celebrate people for who they are instead of hiding them behind a generic photography trope. I want to know who you are before we shoot so I can make sure you can see yourself reflected in the work we create together. If I’m working with a brand, I want the brand to be unmistakably represented in the way the whole team works together. The way I want my work to represent beauty is in highlighting the magic behind being authentically and uniquely you.

Vico Velez is a Los Angeles beauty, fashion, and music photographer known for vivid, hyper-stylized color, shooting from her studio in Hollywood, CA. See her work and book a session at vicovelez.com

Developing your Style as an Artist in a Trend Based World

The most common observation that I’ve heard be made about my work since fairly early on is how powerful my use of color and feminine energy are. I’ve found that people’s more prominent descriptor of my work is “deeply vibrant and saturated.” I think one of the most fun parts about being in a creative field is reading how others see your work. You can read some interviews and articles about me in the Work section of my website and on the Press section of my IG. I also really appreciate when I’m told that my work stands out as uniquely my own. People have been able to pick my work out of the wild many times, sending me pictures and asking if that was me.

So, How does one develop a unique and identifiable style?

You want your art to stand out from the crowd and be noticed, but you’re afraid of chasing trends until the world ends. You’re also afraid of blending into the rest of the artists in your field. I luckily found my voice pretty early on in my life, I’ve been working with colors and rainbows since I can remember. I believe that your style is already in you, and a lot of the times we find ourselves denying ourselves it. You might feel like the way you naturally do things doesn’t represent a larger and more expansive version of how you see yourself, but i think it’s important to point out that that’s the purpose of having a body of work. You cannot say everything you want to say in one piece of art, it will likely take you your entire lifetime and career.

By continuing to create throughout your life you’ll notice shifts and tendencies you return to. You’ll hopefully be evolving through every project and through that journey you’ll start to fill in the greater picture of who you are under the surface. Being authentic about it is also huge. People can smell it from a mile away if it looks like you’re trying to be somebody else or someone you’re not.

How do I know if I’m being seen the way I want to be seen?

You don’t, and you won’t. The way we see ourselves is rarely the way we are seen by others. This applies to art. A huge part of being an artist is being able to get comfortable with the notion that we create from a place that no one else sees, and they will likely try to find themselves in your work, and not you the artist. Learn to feel that as a win. The point of art should just be to make others feel, and we don’t really have control over what that feeling is to the individual viewer.

That being said, I do believe it’s important for someone to be able to tell a story through their work. That’s huge in the commercial world, where a lot of us are looking for work. If you’re able to represent a brand’s identity and visually tell a story that invites a person to want to be part of that brand’s world then you’re succeeding as a visual storyteller.

What if I don’t like my style?

Don’t give up! We all start somewhere. Everything is a seed, you just have to be willing to water it and let it grow. You can talk to a hundred artists and I can guarantee at least half will tell you they rarely like their own work. It’s not a character flaw, I think it’s just part of who we are as people. We are highly empathetic and connected, usually battling the unwinable war against perfectionism and self doubt, maybe riddled with imposter syndrome or fear of failure. Easier said than done, but you have to be able to let go of that. Let go of the idea of ever achieving it all, or getting it all done. With art we are never finished, so your job is to keep it moving along and learning from the process. As I mentioned, this is a journey. Your message will reach the right people, and your art will be seen and felt.

I think another big one we struggle with is accepting our wins, or quickly forgetting about them once they’ve passed. Sometimes when my calendar looks a bit sparce I tend to forget about all the incredible achievements I have under my belt. Just have to keep moving forward.

What if other don’t like my style?

Then you haven’t found your right audience. Either that or you haven’t identified who they are yet. Work on that! The foundation of any business is finding and establishing a target audience. Once you have that figured out you can start to find ways to engage with people who are likeminded and would appreciate what you have to offer.

A lot of times you can find community in the art world by attending shows and galleries showing work with similar artists or subject matter. Online forums are also everywhere on social media and other sites for building networks. Engaging with other artists is also a great way to meet people who can help you on your journey.

If you’d like to talk about your style and how it’s being perceived I’m always happy to email with you. Feel free to contact me! Vico Velez is a Los Angeles beauty, fashion, and music photographer known for vivid, hyper-stylized color, shooting from her studio in Hollywood, CA. See her work and book a session at vicovelez.com

How Do You Prepare for a Beauty or Fashion Photoshoot?

TL;DR: The best photos come from preparation that happens before you ever step in front of the camera. Build a clear reference board, take care of your skin and hair in the days ahead not the night before, bring more wardrobe options than you think you need, and arrive rested and unhurried.

The shoot goes better when the decisions are already made. I have shot enough beauty and fashion sessions to know that the images almost always reflect the prep. The clients who plan get relaxed, confident photos. The ones who wing it spend the first hour warming up. Here is how to walk in ready.

What should I do in the days before the shoot?

Treat your skin and hair like the shoot is an event, because it is. Hydrate, sleep, and avoid trying any brand new skincare or a fresh haircut in the 48 hours before, since that is exactly when a reaction or a cut you dislike shows up. If you are getting a facial or a wax, do it several days ahead, not the day before, so any redness has time to settle. Small, boring, and early beats dramatic and last minute every time. Don’t forget about your nails! Having manicured hands is important, whether you do it at home or at the nail salon, make sure they are cleaned up. I always love a press on, as well. The nails are part of the look.

How do I plan the look I want?

Build a reference board. Pull five to ten images that capture the mood, color, and energy you want, and share them with your photographer before the day. This is the single most useful thing you can do. “Make me look good” means something different to everyone, but a set of references gives us a shared target we can actually hit. If you love bold color and high-contrast styling, say so early, because that changes how we light and shoot. As a conceptual photographer I love a challenge, so feel free to message me with a vibe and we can work on what we will need to bring it to life.

What should I bring for wardrobe?

More than you plan to use. Bring options in different colors and silhouettes, including a few you are unsure about, because pieces read differently on camera than in the mirror. Steam or iron everything in advance, since wrinkles are more time consuming to fix in editing than people assume. Simple, well-fitted pieces almost always photograph better than busy ones, and solid colors give a beauty or fashion image room to breathe. Feel free to send me your ideas, and I’m happy to let you know my professional opinion. Styling is a passion of mine, as well, so don’t hesitate to as me and I can always discuss.

Should I do my own hair and makeup?

For a polished beauty or fashion result, professional hair and makeup is worth it, and it is built for camera, which is different from everyday application. If you are doing your own, apply a little more than you normally would, since cameras and lighting soften it, and always bring your products for touch ups. Matte over heavy shimmer photographs more reliably under studio light. When in doubt, ask your photographer what they recommend for the look on your board. I’ve worked with a lot of different artists who work with different styles so feel free to ask me and I can suggest someone I believe can achieve the look you are going for.

How do I not feel awkward in front of the camera?

Everyone feels stiff for the first few minutes, so plan for it instead of fearing it. Arrive early enough that you are not rushing, bring a playlist you love, and trust that directing you is my job. Movement helps more than holding a pose, small shifts, a real laugh, a slow turn. The photos that feel effortless are almost never the first frame, they come once you have settled, which is exactly why we build in that time. I got you!

What should I confirm with my photographer beforehand?

Lock the logistics so the creative part is free. Confirm the address and call time, how long the session runs, how many final images you will receive, and roughly when they will be delivered. Ask whether hair and makeup are included or arranged separately. Sorting this in advance means the day itself is about the images, not the admin.

Preparation is what turns a shoot from stressful into fun. Do the boring parts early, bring your ideas and your options, and let yourself enjoy it. The best photos come when you’re having a nice time on set.

Vico Velez is a Los Angeles beauty, fashion, and music photographer known for vivid, hyper-stylized color, shooting from her studio in Hollywood, CA. See her work and book a session at vicovelez.com

How Much Does a Beauty or Fashion Photoshoot Cost in Los Angeles?

TL;DR: In Los Angeles, a professional beauty or fashion photoshoot usually runs from around $300 for a simple single-look session to a few thousand dollars for a full production with multiple looks, retouching, and commercial usage rights. What you are really paying for is not the hour with the camera, it is the planning, the lighting, the editing, and the rights to use the images.

I get asked about price before almost anything else, and I understand why. Photography pricing is confusing because everyone uses the same words to mean different things. So here is a straight answer, from someone who shoots beauty and fashion in LA on a regular basis.

What is the average cost of a photographer in 2026?

Nationally, professional photographers charge somewhere between $100 and $300 per hour, with the average landing around $164 per hour according to marketplace pricing data.

A standard session averages about $200. Those are national numbers, though, and Los Angeles is one of the most competitive and higher-priced markets in the country, so real LA rates tend to sit at the upper end.

Why is Los Angeles more expensive than the average?

Because the talent pool, the standards, and the costs are all higher here. Studio space in LA runs from about $50 an hour for a basic room to $200 or more for a large, fully equipped space, and premium studios can exceed $1,500 a day. Experienced hair and makeup, if you need it, adds roughly $150 to $300. Those are not markups, they are the real inputs that make a shoot look professional instead of improvised.

What am I actually paying for?

Not the shutter clicks. A session billed as one hour of shooting usually involves five or six hours of total work once you count planning, lighting setup, direction on the day, culling, and retouching. Editing alone often runs about $90 an hour or a few dollars per finished image. When a quote looks surprisingly cheap, that desk time is usually what got cut, and you feel it when the images come back flat.

How does commercial or brand work change the price?

Usage rights are the big variable. A personal portrait and a brand campaign can take the identical amount of studio time and cost very different amounts, because a brand is licensing images to sell a product. Commercial photography commonly starts around $250 per image or a day rate in the low thousands, plus licensing. That is not a photographer being difficult, it is the difference between a photo for you and a photo that works for your business.

What should I budget for my specific shoot?

A rough map for LA beauty and fashion work: a focused single-look beauty session with a few retouched images sits at the lower end, often a few hundred dollars. A multi-look fashion session with hair, makeup, and a batch of finished images moves into four figures. A commercial or campaign shoot with licensing is quoted per project. The honest move is to tell your photographer what the images are for and how many you need, and let them build the right package. A good one will sometimes talk you into fewer, better images rather than more.

How do I make sure I am comparing quotes fairly?

Ask three questions of every photographer: how many final retouched images are included, whether hair and makeup are in or out, and what usage rights you get. Two quotes that look far apart often include completely different things. Once you line those up, the real value becomes obvious, and the cheapest number is rarely the best deal.

Price should follow the work you actually need, not the other way around. Figure out the images and how you will use them, then find the photographer whose style is worth it. In a city this saturated, style is the thing you are really paying for.

Vico Velez is a Los Angeles beauty, fashion, and music photographer known for vivid, hyper-stylized color, shooting from her studio in Hollywood, CA. See her work and book a session at vicovelez.com.

I GOT A BILLBOARD ON SUNSET BLVD!

Hey all! Thank you for checking in! Excited to announce I got my first billboard ever! Thanks to Hustler Hollywood Stores for the opportunity! Model Jess Adams, Makeup by Amanda, Hair by April Garcia

View fullsize

BEHIND THE SCENES VIDEOS

Thank you Cory Max for the cute video! Behind the scenes of our Pink Palace shoot with Farrah Moan. Makeup by Mikayla Gottlieb

Behind the scenes video by Aaron DeSilva
Model and Stylist: Jade Wolfette