Photographer GOIZANEJAYO @g_jagerr
Model ELVIRA @madmodels @elvira_rudavskaya
Stylist LIANA KAZARIAN @lianaakazarian
Makeup KIKUE ICHIHASHI @kikue.makeup
Hair EDUARDO BEGUE CALDERON @beguecalderon
Special Thank You To DEPARTAMENT DE PATRIMONI ARQUITECTONIC, HISTORICI ARTISTIC DIRECCIO D’ARQUITECTURA URBANA I PATRIMONI ECOLOGIA URBANA, AJUNTAMENT DE BARCELONA, AND MARC JUAN COMUNICACION @marcjuancomunicacion Photographer
Goizane Jayo is a visionary photographer whose lens transforms fashion into living narratives. From Harper’s Bazaar to Elle, her work blends technical mastery with an instinct for atmosphere, creating images that resonate with authenticity and emotion. Now, as she contributes to the rising fashion scene in Dubai, she continues to redefine the art of storytelling through photography.
Shoot Goizand Jayo @g_jagerr
Model: Elena @madmodelsmgmt @elenaamantegui
Stylist: Aaron Gil @aaron_gil_stylist
MUAH: Iñigo @inigobeauty
Goizane, you masterfully combine aesthetics, fashion, and emotions in a single frame — this is evident in all your publications, from Harper’s Bazaar to Elle. How does this visual storytelling come to life, and how much of it is improvisation during the shoot? And for you, what matters most in a fashion campaign shoot: technique, lighting, or the team’s atmosphere?
For me, every photograph begins with a carefully developed story: a narrative I first imagine in my mind, like a small cinematic scene, and then bring into the real world through the camera. It’s not only about having a clear idea, but about building a tale infused with emotion and atmosphere. That preparation is essential, yet I always leave space for the unexpected, because often that is where the magic emerges. In a fashion campaign, technique and lighting are undeniably important, but what truly animates an image is the energy of the team. When the atmosphere flows with confidence and creativity, the photographs radiate authenticity.
Photographer: Goizane Jayo @g_jagerr
Model: Esther @madmodelsmgmt @esther.molera Stylist: Jose Caraballo @joan.carod MUAh: Verónica Castell @veronicaastell
Many brands dream of shooting with you. How do you find the balance between a client’s commercial goals and preserving your own artistic vision?
I understand that brands have very concrete objectives, and I always respect them. At the same time, they trust me because they expect me to bring a distinctive perspective. My task is to translate their message into images that are commercially effective yet still carry my sensitivity. That meeting point is deeply enriching, because the brand gains authenticity, and the result resonates in a more genuine and lasting way.
Photographer GOIZANEJAYO @g_jagerr
Model ELVIRA @madmodels @elvira_rudavskaya
Stylist LIANA KAZARIAN @lianaakazarian
Makeup KIKUE ICHIHASHI @kikue.makeup
Hair EDUARDO BEGUE CALDERON @beguecalderon
Special Thank You To DEPARTAMENT DE PATRIMONI ARQUITECTONIC, HISTORICI ARTISTIC DIRECCIO D’ARQUITECTURA URBANA I PATRIMONI ECOLOGIA URBANA, AJUNTAMENT DE BARCELONA, AND MARC JUAN COMUNICACION @marcjuancomunicacion Photographer
Your experience with Flanelle Magazine and collaborations with Harper’s Bazaar are truly impressive. What role have international collaborations played in your career?
International collaborations have been pivotal in my career. Magazines such as Harper’s Bazaar, Elle, Glamour, L’Officiel, Vulkan, Gala… each one has offered a distinct narrative, visual approach, and cultural perspective that has shaped my creative process. In addition, before joining Flanelle I worked as an editor at Malvie Magazine, and at Flanelle I continue as a layout designer. That editorial experience allowed me to refine my aesthetic sense from another angle — not only in photography but also in the structuring of a visual story on the page. This skill has expanded my photographic vision and opened doors to broader creative opportunities.
Dubai’s fashion scene is growing rapidly, and you are contributing to this development. In your opinion, how does the energy of Dubai Fashion Week differ from the European fashion weeks?
Dubai possesses a vibrant, evolving energy: it is open, ambitious, and receptive to new ideas. By contrast, European fashion weeks are built on long-standing traditions and firmly established structures. In Dubai, everything feels freer, more experimental, infused with a refreshing spirit that is highly stimulating. Personally, my connection with this city began thanks to Erick Bendaña. I am profoundly grateful to him for trusting me and inviting me to be part of his team. That opportunity opened the doors to a scene that I now regard as a crucial element of my professional growth.
Photographrer & Creative director: Goizane Jayo @g_jagerr
Model: Taylor Nicole Morgan @Wilhelmina @taylornicolemorgan
Stylist: Veta Adrion @vetaadrion
MUAH: Casey Mackay @karmalush
Your work often carries a cinematic approach. If you were to create your own film-like story, what would you want to share with the world through your lens?
I have always been drawn to fantasy, and I strive to weave it into every project, even if only as a subtle detail. I am deeply inspired by the visions of Tim Burton and Tim Walker, both of whom possess the extraordinary ability to transform the ordinary into dreamlike and magical worlds. If I could create my own cinematic narrative, it would embody precisely that spirit: giving life to stories that merge fashion with fantastical universes, inviting people to dream and to believe that the impossible can be made real through imagery. My aim is to convey that fusion of beauty, emotion, and a touch of surrealism that lifts us gently beyond the boundaries of reality.
Goizane Jayo
Fashion Photographer
& Creative Director
https://www.instagram.com/g_jagerr?igsh=cWZyejQ3eXNyZXBl
Web: www.goizanejayo.com
