Joachim Baldauf’s work has an immediate effect on the viewer. His charismatic black & white shots stand out for their rawness and subtle irony – unmistakable hallmarks of the Berlin-based photographer. Here, the models are more than a mere means of presenting fashion – humans are presented as individuals in all their multi-faceted glory. With its artistic nature, fashion photography intentionally crosses the boundary between commercial and fine art. It is a concept that is revolutionising the German fashion industry from the bottom up, and it’s no coincidence Baldauf is considered