Meet the Photographer Who Said No to J-Lo

Charlotte Kemp Muhl and Kenneth Williardt. (Kenneth Willardt Studio)

You might not know it, but you’ve been staring through Kenneth Willardt’s lens for decades. This is, after all, the man who shoots magazine covers with Miranda Kerr, L’Oreal campaigns with Freida Pinto, and all the Maybelline ads, too. (Maybe she’s born with it…maybe it’s a killer photographer?)

Now the Danish transplant launches his newest project, The Beauty Book, at 558 Gallery in New York City. An interactive experience, The Beauty Book ($125, teNeues) lets you view the images—plus behind-the-scenes info and bonus photos—through your smartphone.

We spoke with the photographer about his new work, his celebrity clients, and why he needs to shoot more naked men.

Yahoo Style: This book is like a catalog of your best work. But how did you start?

Kenneth Willardt: I was six. My brother and I had suntans, and we were standing in our bathroom, and the tile was this turquoise color. I loved the way it contrasted with the texture and color of our skin. I said, “Dad, we should take a picture of this!” And my dad got his camera, and he gave it to me, and that’s how it started. From that day, I was hooked. I started apprenticing in Denmark when I was 16, I moved to New York at 20, and by 24, I’d set up my own photography business.

YS: What’s the secret to being young and successful?

KW: Hard work! I was very, very organized. I still am. When I shoot on-set, it’s very fast. I have a great team of assistants, stylists, makeup artists, and we go into every shoot prepared. I think that’s why people like to shoot with me, because we’re so organized and we go quickly, and we’re always calm. You hear these nightmare stories about crazy people on shoots—that’s not us. I guess it’s the Scandinavian in me.

YS: You shoot Maybelline and L’Oreal. What makeup looks do you like most on camera?

KW: I either like very soft, dewy skin with nude pink lipstick, or a smoky, dramatic eye with a glossy red lip. Either of those are great. The more intense the smoky eye, the better.

YS: Can you give us tips for taking the perfect selfie?

KW: That’s interesting.

YS: Oh no. Do you hate selfies?

KW: No, not at all. I understand it’s what people want to know about, I understand the fascination. I really admire the people who are very, very good at it. What I would say, and it’s completely true, is that make sure you only take the selfie when you feel good. Don’t just look good—feel good. You can always tell when someone feels great, and it really does make the photo more beautiful.

YS: The Beauty Book features some gorgeous shots of naked women. But why are there no naked men?!

KW: That’s a good question. I have no answer for you, except to say that I’m working on another book right now, and I’m going to make sure to shoot some naked men for you. I will keep that in my mind and really think about how to do that.

YS: So now we have to ask… what’s it like working with Jennifer Lopez?

KW: Do you know I was supposed to shoot Jennifer Lopez today for L’Oreal, and I told her I couldn’t!

YS: You blew off J-Lo?!

KW: I had to say no! It was yesterday and today, and today I’ve been at the gallery because all of my photos are going up, and the book is launching… I couldn’t bail on my own team, and my own book. So I apologized and said I would love to, but I just can’t.

YS: Will she be mad?

KW: I hope not! [Laughing] She’s amazing. You know, I was shooting her the day she said she wanted her divorce [to Marc Antony]. Later, it made huge news. You could tell something was happening—she seemed very relaxed, very happy with herself, a freeing feeling. So I was getting that through the camera, but I only knew what was actually happening with her at the very end of the day.

The Beauty Book, $125, teNeues.com