HOUSE OF ENID, a Mexican fashion designer raised in Houston, founded the HOUSE OF ENID. He believes that fashion is formed by expression. He examines various artistic disciplines that realize his vision, from baroque origins to gothic romanticism and psychedelic acid excursions. It's as harsh as it gets with Enid's vision. He develops the narratives and worlds in which his editorials are presented; he examines his past and present, which are part of the same universe: Enid's intellect.

How did you get started in fashion editorial photography?
I started working in fashion editorials upon graduation from high school and while seeking my career path my creativity grew and grew, and I needed a medium to express my vision. I had a camera at the moment so I was limited back then when it came to equipment and gear but I worked with what I had. The work I produced was embraced by both the fashion industry and the general public. My first editorial was published by a fashion magazine in London, and it even got the cover, which made it clear for me that that was the path to follow. I continued educating myself and working on small-scale projects. My work has kept evolving. Those early projects kept getting the buzz and recognition.

How do define your aesthetics and style for fashion photography?
I rarely like to define myself. That puts me in a box, but if I have to do so. I'd say my work is avant garde and futuristic but always embraces fashion and its history. I like to tell stories about modern topics and help to generate a change.

What are some upcoming projects about which you're excited?
I'm currently working on the House of Enid’s upcoming collection and all the projects that come with editorials, photo shoots, films, shows, etc. I'm particularly excited to share our new editorials and to start our new era that comes with the release of our new collection; we’ll release several editorials before the collection is fully released. Now that's exciting.

How do you come up with unique themes for your fashion editorial photography shoots? Everything really develops from the collection itself. I like to tell stories through the garments that we create at the HOUSE OF ENID. Each garment tells a story, and I include something relevant that's happening around me or that inspires me. What happens in society also influences my work. Art reflects reality and art could be the solution to many issues we face as a society.

Walk us through your process for creating a fashion editorial shoot, from concept to execution?
We start by deciding on the garments we will use and, depending on the story behind them, the color palette, the shapes, and who are the models who originally wore them at the show. What I'm saying is we a made- to-measure how we create our gowns and garments with models, some of whom have been chosen through casting and others have worked with us for years, so having the right model for each look is important as we tell a good story on an editorial. Once we have selected the garments and the models we develop an idea for the set or the location. We mostly shoot outdoors because I like the feeling of being at the actual location versus being at a studio. Once all the logistics have been decided we proceed to do our shoot, usually lasting up to 12 hours, depending on the complexity but that's usually the norm.

Describe your creative process for putting your thoughts and expressions into your artwork.
I usually start with an idea, which could be an emotion, a thought. Then I start doing quick sketches in a small sketchbook that I carry with me everywhere, sometimes I use my phone but I like paper better. These sketches are quick sometimes my ideas come to mind at the most unusual times; it could be early in the morning or late at night. I just try to capture the idea on paper before I forget it or another idea crosses my mind. I then transfer these quick sketches to my sketchbook and that's when I usually add more details, colors, description, etc. If during the same period of time I get similar ideas I start to group them in the same sketchbook and that's how a collection is born, I have up to 100 sketchbooks full of collections ready to go.

How do you create art from unusual sources, materials, or concepts?
The use of unusual materials comes from my necessity to create art and express my feelings and thoughts when I was young and had literally no resources to make this happen. I remember being young and saving my lunch money from school later in the evening to go to the dollar store and buy what I could to create. It was valuable to work with the most expensive materials because what matters is the vision and not the medium, so not having the resources was never something to stop me from creating. When I started to get recognition from several sources, art galleries and collectors, I realized my work had high value because of the way such materials told a story and that made me want to keep working with unusual materials. I also discovered new materials. In my Creation Collection
(the pink one ) we used molding foam to create spikes that were used in jackets and in full garments. About the concepts, I don't think they unusual but I know many people it comes across that way, I just think that I need to be as real as possible when it comes to my vision, so I try to present every idea as I see it in my mind and as raw as it comes.

Discuss any particularly challenging or memorable fashion editorial shoots on which you've worked.
Every shoot has been one to remember. I don't shoot that often but when I do it's always a remarkable story. I remember a time when we were about to do a group shoot with 16+ models and the night before I received a message from one of the models saying she couldn't make it to the shoot. I immediately posted a casting call on Instagram to replace her, so a model named Honey messaged us interested. We told her to be on location the next day and she showed up earlier than everybody else and ready to shoot. When it came her time to shoot she blew my mind off with her poses, her strength, and her power, I remember everyone in the team started shouting and clapping for her and with time she became one of our main models and she has been the lead model in some our most successful editorials. She has both closed and open our shows and, most importantly, she became a close friend.

How do you stay motivated and inspired in your work?
I feed my mind with inspiration from all sources, I like to learn as much as I can about different subjects and then my mind digests everything and organically starts to create visions. I create something different that challenges my abilities and that keeps me on my toes, that's why the colors and the themes of my collections and projects always keep changing because I dislike repetition on my projects so I have to always keep everything changing and moving because that's how I keep myself interested and motivated.

What advice would you give to someone who is interested in pursuing a career in fashion editorial photography?
Start where you are and with what you have. Spending a lot of money on gear and equipment is not the only way to start a career in fashion photography. It sure helps to have money but can use whatever you have access to. Trust your vision and your ideas. Don't do what everyone else is doing and focus on telling stories through your work. People connect with makes them feel the best through your images and not through the equipment that you use. It’s necessary to start with what you have.

Describe your dream project in the field of fashion editorial photography.
My dream project is actually already in the works. It’s a coffee table fashion photography book, which has been on my mind for several years now. it'll finally be out this year and will include all of our fashion editorials over the years, along with the new ones we are currently planning for the new collection. It will also include a detailed description of every shoot we've taken for the House of Enid and how each one came to happen. I hope we can create a series of books that come out every couple of years with all the new projects from upcoming collections.

Social Media.
Instagram: @houseofenid
Website: www.houseofenid.net

Article by Paras Goyal, Contributor, PhotoBook Magazine
Tearsheets by Isabella Gonzalez, Graphic Design Intern, PhotoBook Magazine
*Photos courtesy of HOUSE OF ENID

HOUSE OF ENID, Using Various Artistic Styles From Gothic Romanticism to Psychedelic Acid Excursions