Through cinematic storytelling, photographer and creative director Goizane Jayo, based in Spain, has developed a distinctive voice in fashion, one with elegance, symbolism, and an artistic approach in every frame. Her work has been featured in publications including Elle, Harper’s Bazaar, and L’Officiel. In our latest interview, she reflects on discovering photography while studying graphic design, her process on set, and her approach to creating images inspired by historical references such as Baroque, Rococo, and Victorian aesthetics.
“I aim to go beyond fashion itself and suggest a universe of its own, allowing the viewer to escape, even if just for a moment, from the ordinary.” – Goizane Jayo
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Interview by Editor-in-Chief Sahra M.
How did you start in fashion photography?
It wasn’t a path I had clearly defined from a young age. I always knew I was drawn to the arts, especially fashion, but it wasn’t until I was around 20, while studying graphic design, that I discovered photography. That’s when I began to understand the camera as a creative tool and started exploring what I could do with it. Naturally, the idea of merging my two passions, fashion and image, came together. Photography became my way of interpreting and expressing both, and that’s where everything began.
Your work has been featured in leading publications such as Elle, Harper’s Bazaar, L’Officiel, Gala, among others. What do you enjoy most about working in fashion?
What I enjoy the most, without a doubt, is the day of the shoot. Seeing all the previous work come to life in a single moment, with a team aligned around the same vision, is something truly special. I love that collective process, discovering incredible locations and connecting with talented people. But above all, it’s the final moment, when the image exists and the whole team gets to see it. That instant when an idea becomes tangible and you can feel what it conveys… that’s the most magical part of the process for me.
Being based in Spain, how has the culture inspired your work?
Although I’m currently based in Spain, I feel my inspiration isn’t tied to a specific place. I’m particularly drawn to blending historical periods such as Baroque, Rococo, or Victorian with a more dreamlike, timeless aesthetic. Rather than a geographical culture, what inspires me is creating images that move beyond the obvious, something with a mystical, almost unreal quality. I aim to go beyond fashion itself and suggest a universe of its own, allowing the viewer to escape, even if just for a moment, from the ordinary.
You have over 15 years of experience working in the industry. What is your process like when you start a new project?
When I receive a new proposal, the first thing I do is fully understand it, where it comes from, what it aims to communicate, and its overall intention. From there, I begin to build a dialogue between that idea and my own visual language. I develop references, atmospheres, and narratives that can elevate the original concept while staying authentic to my style. For me, it’s essential to work with a team that understands this vision and contributes their own perspective, as the final result is always a combination of different talents. The process is intuitive, but also very detail-oriented at every stage.
As a creative director, what is important to you when creating an image?
For me, what matters most is that an image has both coherence and soul. It’s not just about being visually appealing, it needs to carry intention and meaning. I pay close attention to narrative, atmosphere, and the smallest details, as they ultimately shape a memorable image. I also value connection and trust within the team, because when everyone is aligned, the image gains a different kind of strength. I’m always seeking that balance between beauty and depth.
You’ve worked on many large campaigns. What has been one of your favorite projects so far?
One of my favorite projects, without a doubt, was shooting the Erick Bendaña campaign inside the cathedral in Nicaragua. It’s a space that is usually closed to the public, but we were granted special access to work there. It was a truly unique and almost surreal experience. The energy of the place, its history, and the opportunity to create within that environment made the entire process feel incredibly magical.
Your photographs are beautifully captured with bold artistic concepts that evoke emotion. What do you want people to feel when they see your images?
Thank you. In truth, I’m not looking to evoke a specific emotion. I’m more interested in allowing each person to get lost within the image and create their own interpretation. I believe personal experiences shape the way we see things, and that’s what fascinates me the most, that a single image can hold multiple meanings depending on who is looking at it. If I can make someone pause, immerse themselves, and feel that there’s something beyond the surface, then the image has fulfilled its purpose.
What advice would you give to new photographers?
I would say: have a genuine passion for what you do, stay consistent, and don’t be afraid to develop your own perspective. Perseverance is key, but so is curiosity and the ability to evolve. And above all, enjoy the process because in the end, what truly makes a difference is the honesty behind your work.
