Iana Gergova is a Munich-based photographer who transitioned from a decade-long modeling career to capturing powerful images behind the lens. In just two years, she founded a successful photo studio and earned features in USA Today, L’Officiel, and UBazaar. Known for her attention to detail and collaboration with stylists, Iana creates tailored sessions that empower clients and bring their visions to life.
Iana, can you tell us how your journey into photography began and how long you’ve been pursuing this passion?
My photography career has only lasted two years, but I’ve made significant strides in that time. I managed to open my own photo studio in Munich, and it quickly became popular among clients. People come to this space to create something beautiful, and I work there too, capturing their ideas and helping bring them to life.
How did you decide to become a photographer? What led you to this profession?
I was a model for 10 years, working across Europe and Asia, shooting for various brands. I’ve always had a passion for fashion and the media, so when my modeling career came to an end, I decided to stay in the industry but transition to the other side of the camera as a photographer.
Opening a studio in such a short period is impressive! What other successes have you achieved so far?
In just two years, I’ve had my work featured in major publications like USA Today, L‘officiel, UBazaar and Mashable along with some lesser-known but equally interesting projects. I’m steadily moving towards becoming a sought-after photographer for both commercial work and personal brands. I want people to come to my studio knowing they can create beautiful images with me.
What inspires you to make such quick and bold moves? What are your goals for the future?
My inspiration comes from a desire to make a name for myself in the industry so people know, recommend, and trust me. I aim to create a space where anyone can come and feel part of something beautiful.
Who makes up the majority of your audience? Do you have a particular vision when working with clients?
My main audience includes not only business-oriented women who are striving to grow and achieve success but also artists, singers, actors, and models — anyone whose work thrives on creativity. These are people who value not only their professional growth but also the importance of a powerful visual identity for their brand or image. I’m passionate about beauty and inspired by the confidence and strength of my clients, especially women, and I strive to reflect that in my shoots. For each session, I create a unique, tailored atmosphere: I commission custom outfits and dresses from a seamstress and curate one-of-a-kind pieces for my studio wardrobe.
It sounds like every look is carefully thought out. Who helps you in working with clients?
I always work with a team of professional stylists and makeup artists. I believe that only a fully styled look can truly satisfy the client and create the effect they envision. I want every person to feel empowered and able to reveal their true selves in front of the camera, whether they are creating for a personal brand or exploring their creativity.
It sounds like every look is carefully thought out. Who helps you in working with clients?
I always work with a team of professional stylists and makeup artists. I believe that only a fully styled look can truly satisfy the client and create the exact effect they envision. I want every woman to feel confident and be able to reveal her true self in front of the camera.
Your progress is truly impressive! Tell us, what are your plans for the future? What else would you like to achieve?
In the future, I’d love to start teaching photography to beginners, sharing my experiences, and showing them that everything is possible. I plan to hold workshops and masterclasses in my studio. I’m working toward that goal and truly hope I’ll soon take the leap.
Finally, what advice would you give to other photographers who are working toward their own goals?
I’d wish them courage, persistence, and determination. And, most importantly, to shoot as much as possible! It’s essential to find what inspires you and figure out the direction you want to take. The best part is doing what you genuinely love. If you’re passionate about photographing newborns, fantastic — create free projects to hone your skills and build your portfolio. If you love shooting weddings, that’s amazing, too. The key is to keep creating, to bring unique and interesting ideas, and to follow your own path. Everything will work out!
