Reto Schmid: a fashion editorial photographer with sarcastic undertones

Reto Schmid is a photographer with an eye for subtle hilarity. The Swiss photographer is an ECAL graduate who creates editorial photo essays with an underlying sarcastic narrative. Having already shot for Dazed, Another Magazine and Buffalo Zine, Reto has shared a project with It’s Nice That which perfectly sums up his funny flair.

Working often within the realms of fashion editorials, Reto consistently finds a way to add a chucklesome element to each image. This unpublished series was in shot in Dinkelsbühl in Bavaria, Germany while a medieval re-enactment festival was taking place. The result is a surreal but charming photo series.

Styled by Rich Aybar, model Enzo Brumm is dressed in regal medieval wear himself, whether it be traditional knitwear or bejewelled jackets and velvet trousers. In this sense it could be difficult to spot Enzo but his ironic facial expression is a sure giveaway. However Reto explains that some of the locals didn’t quite appreciate Rich’s styling decisions, “Some people didn’t understand the fashion approach and didn’t appreciate Rich’s reinterpretation of the traditional clothing, some even thought this was mockery and were even getting aggressive. I guess they saw their beloved tradition in danger. But all in all we had a nice experience with the people of Dinkelsbühl. And as the booze was flowing the people started opening up more and more.”

Surrounded by children, adults or passersby the shoot is a composed fashion editorial that retains a natural feel, it’s genuinely fun as well as showcasing Reto’s photographic skill and personality. Modestly, Reto’s favourite element of the shoot was working with the stylist, “Ultimately it was also amazing to work with Rich, who is one of the most talented fashion stylists at the moment in my opinion.”

Looking towards the future, Reto is hoping to expand his practice, inside fashion but also through other disciplines, “I’m also starting to think about other ways of exploring this medium and possible ways of presenting my photography outside of a magazine. I think it’s quite a tricky passage and I’m still at the beginning of this.”