Born in Bogotá, Colombia, Juan has become an experienced graphical designer, photographer and art director since he graduated from the National University of Colombia. Over the years, it has allowed him to work and collaborate for different fashion editorials, brand campaigns, and product photography.
Juan is more than a fashion photographer; he's become a storyteller. He is a creator of visual narratives inviting the viewer to observe beyond a fashion photograph. In the composition of his images, Juan has a distinctive way to incorporate key elements (the role of women, the body, genre, nature) as a reflection point of interpretation.
When being asked why he loves being a photographer, he replied: "Being a photographer is a conscious and political decision, considering the scope of images today. Photography has not only allowed me to discover and immerse myself into alternate worlds through images, but it also has allowed me to become more empathic towards the subject. Empathy is such a powerful tool in my work that I can connect and meet "the other". It makes it easier to aesthetically portray the vulnerabilities, strengths and differences in an image. Eventually, they become essential ingredients to be added to the visual language I am creating consciously.
Juan has work for different Colombian sustainable fashion brands, such as Tejidos Rebancá, a handcrafted workshop with the aim to rescue, value and share the ancestral techniques of the Cundiboyacense region of Colombia. Their materiales are made our of vegetable dye and sheep wool.
Part of his portfolio comprises fashion campaigns with La Waira, a sustainable fashion brand of handmade accessories from Ecuador ; and Religare an ethical clothing brand from Medellin, Colombia that uses ancestral techniques in order to keep the roots of cultures alive and be reminded of the connection with nature.
Juan's work has been published by different internationally recognized magazines, such as Kaltblut (Germany), Feroce Magazine, Vogue (Italy). He has also exhibited his work in Colombia.
Juan becomes part of our community of conscious photographers committed to raise awareness about sustainability through images either locally or abroad.