Ukrainian photographer Iryna Sanzharovska: I feel like, in a way, I continue doing photography in memory of my father

Iryna Sanzharovska is a Ukrainian photographer who, after reaching a managerial position in sales, realized she was losing herself. The desire to be more and to create without limitations reminded her of photography, which had been an important part of her father’s life. Photography became the field that could not confine her within boundaries, so she decided to purchase a photo studio and eventually began pursuing photography herself. Iryna believes that she is not only doing what she loves but also continuing a family tradition in memory of her father. She shared her thoughts with Drive Music Media about carrying on the family legacy, having her photographs published in magazines, and her future plans.

Interviewer: When and how did you choose photography? Why this particular field?

Iryna: Photography came into my life unexpectedly. It felt like love at first sight. For a long time, I was building a career in sales. When I reached a managerial position, I realized I was losing myself. My soul wanted more than just being a cog in someone else’s system, executing tasks day after day and justifying every step and decision. I always wanted to create something. True creativity can only happen when there are no boundaries or limitations. Photography is an endless sea of ideas – no two shoots are ever the same. There’s always something new. I had dreamed of owning my own business since childhood. When my second son turned one, we bought a photo studio. That’s when I realized how in-demand photographers are and how much joy photography brings me. Since then, I haven’t parted with my camera.

Interviewer: You dreamed of becoming a photographer as a child, but you also hold a degree in psychology. What role does this side of your life play?

Iryna: My father was a photographer as a hobby. Our family album is filled with countless photos of me as a child. They’re all black and white but carry so much love. To this day, I cherish looking through them. A camera often captures the happiest moments in life, which is probably why photos always feel so warm. My father passed away early, and I know him only through these photos. I feel like, in a way, I’m continuing our family tradition. Psychology and photography complement each other well. Working with people isn’t always easy. Many clients come to shoots with fears, insecurities, stiffness, or low self-esteem. Yet they all want great photos. It’s the photographer’s job to help clients open up and show the right emotions. Every project is unique, and a photographer must not only master the technical side of their craft but also guide clients into the right emotional state. That’s when the photos turn out harmonious.

Interviewer: Your photographs have appeared on magazine covers and pages. Could you tell us which photos made it into the magazines and which publications selected them?

Iryna: I had dreamed for a long time about publishing my work in magazines – it felt like such a distant goal. When my second publication landed on a magazine cover, I was overjoyed. It was so unexpected and incredibly emotional. I believe that if an editorial team chooses your photos for the cover, it means there’s something special in them that stands out from other work. I’m grateful to my clients, who put so much thought into their looks, prepare thoroughly for the shoots, and then come back to me thrilled, holding magazines in their hands and sharing new ideas for future publications.

Most of the time, I submit my work to European magazines. I’m still quite new to this and am gradually learning all the nuances between shoots. Next, I plan to submit my work to various photography contests. We’ll see where this journey takes me!

Interviewer: During shoots, you incorporate phototherapy techniques and your knowledge of psychology. Could you elaborate on this? How does it work?

Iryna: As I’ve mentioned before, many people struggle with insecurities, low self-esteem, discomfort with their appearance, weight issues, and so on. Not everyone is ready to openly discuss these challenges, especially if it’s their first photo session and the photographer is a complete stranger. During a session, this often shows up as stiffness, nervousness, freezing up, or, conversely, excessive fussiness. Simply saying, “Relax and smile”, is not enough in such cases. When this happens, I start working with the client’s emotional state, using techniques from phototherapy to gradually ease tension and reduce the need for control. The client’s emotional state during the shoot is my responsibility. There isn’t a one-size-fits-all approach to working with people – every session is a new story. That said, I’ve noticed that 90% of “difficult” clients eventually return for another shoot. Subsequent sessions tend to go much smoother, with clients feeling far more at ease.

Currently, I only use phototherapy techniques partially, applying them during sessions when necessary. However, in the near future, I plan to develop phototherapy into a standalone offering. In this approach, the focus won’t be on producing beautiful photos. Instead, the attention will be on self-acceptance, self-discovery, and unlocking personal potential, with the camera serving as a tool to capture the stages of transformation.

Interviewer: How much do you edit photos or adjust people’s appearances? Do you focus more on natural beauty?

Iryna: It all depends on the client’s request. I believe in flexibility. After all, the photos are for the client, so it’s up to them how they want to see themselves. My main goal is to ensure the client is happy with the results. Some people ask me to remove every wrinkle, while others embrace themselves just as they are. I even offer a package that doesn’t include any retouching, and it’s quite popular.

Interviewer: How long does the preparation process for a creative shoot take?

Iryna: This is also very individual and depends on the concept. It can take anywhere from a week to several months. For creative shoots, preparation often involves assembling props, which can become a substantial task. Creative shoots also typically involve several people whose schedules need to align on the same day and at the same location. This includes ensuring transportation and comfortable working conditions for everyone involved. Coordinating makeup artists, hair stylists, wardrobe stylists, and models – each with their own commitments – isn’t always easy. For outdoor shoots, the weather is another factor to consider, as it can be unpredictable and change plans entirely.

Interviewer: You’ve continued your career abroad. Could you tell us about this: what challenges have you set for yourself on the path to success?

Iryna: Moving to Germany was one of the most challenging moments in my photography career. Losing the client base I had built on my own was tough, and starting over from scratch was even harder. However, what was even more difficult was living without the work I love. Step by step, within a year and a half in a small town, I regained stability and continued to grow in my field. Today, I work not only with people from my home country but also with Germans, despite my not-so-fluent conversational German. My current goal is to open my own photo studio, and I’m steadily working toward it.

Interviewer: What do you enjoy photographing the most? Are there any boundaries you’ve set for yourself in your work?

Iryna: I love people. My entire life has been connected to working with them. While it’s often challenging, I continue to do it. My favorite genre is women’s portraits, especially women with flowers. There’s something incredibly beautiful and timeless about it.

Interviewer: What projects are you currently working on?

Iryna: I’m focused on phototherapy. I’ve already mentioned it a bit, and I firmly believe this field must be developed. Helping people transform themselves and their lives for the better – making at least a few individuals happier – is how I see my mission. It gives meaning to my life: to grow, learn, change, and share that with others.

Interviewer: What word would you use to describe your photography?

Iryna:Love. You can only create and build when your heart is full of light and warmth. I value what I have and love what I do.

Pictures were provided by Iryna Sanzharovska