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Iconic You: Jess, Kate, Joanna

Jess Foster, Kate Van de Mark and Joanna HR Foster are Iconic You.  These ladies have set out to capture the icon in you.  They have embraced the classic portrait, and are bringing it into the 21st Century.  Iconic You puts together an incredible team to capture their clients are the top of their game for an image that is truly an extension of their identity and character.

An example of an Iconic You experience includes:

1. A consultation to explore and understand your ideal shoot
2. A preview where Iconic You walks you through 3 potential shoot concepts
3. A photo shoot that includes hair + makeup, stylist, 3 dress changes, healthy snacks, lunch + beverages, photographer + assistant, lighting director, gift bag, and a hand, neck + shoulder massage.
4. A follow up to choose your favourite photos for retouching
5. Delivery of photos

Iconic You chats with us about their story, finding your inner icon and the importance of branding yourself.

 

Jeanne Beker of Fashion Television and The Globe and Mail 

LOADED BOW:  Can you tell us a little bit about Iconic You’s story?

ICONIC YOU:  Ever since we were 16, we dreamed of going into business together. That was many (many!) years ago, and we have since become individual women in our own right.  We have become experts in our various fields, whether it be photography, modelling, or selling art to professional houses. Only now have we come together to bring these experiences to women outside the industry. We want to give every woman the experience of feeling like her own true icon.

For many years, people have had their portrait taken. However, we sit down with our clients to understand what is most important to them, what gives them strength, and what they truly love and admire about something they offer people – because everyone has something to give. We then capture this element in a photograph to inspire everyone who sees it. This timeless portrait captures your inner icon.



Also, a percentage of the proceeds go to the charity 60 Million Girls to help other young women find their own inner icon.

Joanna HR Foster

LB:  What does icon mean to you?

IY:  To us, icon has a spiritual element to it – it is the part within yourself that you don’t consciously tap into, but is your supporting shadow. The Iconic You experience offers the opportunity to express that area, the undercurrent of your life that really shapes you. It is more about your inner personality rather than your outer personality. It helps answer the question how does the world really see me and how does one woman see another?

LB:  Iconic You is made up of 3 of you: Joanna, Jess and Kate! What role do each of you play in the company?

Jess Foster

IY:  As it is just the 3 of us, we all wear different hats to get the job done. But when we are with a client, our roles are much more specific. Jess helps guide the Iconic You Woman through the experience (by asking her insightful questions and setting up the right environment for her on the day) while Jo and Kate are the photographers. We pull all this information together and help our client express her vision in a portrait. This includes her background, makeup, clothes, and photographs.  Jo retouches the photos and Kate prints them.

LB:  Tell us about the modern day portrait. How does it differ from traditional portraits? How important is the experience compared to the final product?

IY:  Iconic You blends the old style of portraiture with modern day technology. You have an idea of what you want, and we make it happen. The traditional way of painting a portrait was to sit down with the client and ask them what they wanted to achieve, and in what location. We have taken these methods and added the modern touch. The advantage of being in today’s world, however, is that we are without borders even as we capture a more exact image. With technology we are no longer restricted by formality, location, angle, pose, size of the portrait, level of enhancement or fairytale. Traditional portraits were confined to specific poses, clothes and even facial expressions. Now we have the freedom to draw out more succinctly the real beauty of the individual woman. The experience leaves you feeling feeling rejuvenated and pampered like a day at the spa. Of equal importance, is that you end up with an amazing piece of art which is your portrait.

Kate Van de Mark

LB:  How do you help your clients feel comfortable? Zoe and I are a gong show whenever we step in front of the camera! Have each of you gone through the Iconic You experience?

IY:  Jo photographed herself for many years, and has worked with models who had no or very little experience. She had to learn many techniques to help them relax and really make the experience fun. The main thing is to let the sitter start to play with the camera, to feel comfortable to try something without feeling awkward or stupid. Kate has similar experience as Jo, and she lightens the mood with her sense of humour. Both are strong directors which makes any one feel at ease. Jess has modeled for her sister and other photographers. We all understand exactly how awkward things can feel! And if all else fails, the champagne is close at hand.

LB:  Cheer to that!  Branding is not a new concept; however, there has recently been a lot of buzz about branding yourself. How important do you feel it is for women to create their own brand and icon?

IY:  We believe it is very important for a woman to create her own brand. You instantly brand yourself by the clothes you wear, the people you surround yourself by, and the words you choose to speak. Absolutely everything you do will help you create your identity, or brand. This allows a woman to take more conscious control of a process in action.

LB:  You capture your “clients at the height of their game and ‘on location’”. Does finding this location come easily to your clients? How does Iconic You help to brand your clients?

IY:  By the questions we ask our clients, we really do try to make it easy for them to choose a location. Either we shoot in a location they feel most like themselves such as their home or a special place for retreat or we have a number of locations they can choose from that match their ideal. To help our clients find their brand or icon, when we sit down with our clients, we ask them a number of questions, as well as suggest various possibilities for the day of the shoot, and then we try 3 different looks so they can see different visual expressions of their idea. By the end of this process, the client finds the image with which she most wants to identify.

LB:  Iconic You is largely about the identity of your clients. How did you identify and communicate your Iconic You’s identity?

IY: It is true, Iconic You is about the identity of our clients. We learn more about who we are through every shoot, as these women help reveal it to us. Our raison d’être is to understand how women see themselves, and what kind of revelation process they went through to understand themselves at that particular stage in their life. Being women ourselves, we have all gone through our own unique Iconic You experience.

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