Creative direction, photography and retouching for fashion, beauty and culture.

approach

Femke Juffermans is an Amsterdam-based creative director, photographer & retoucher working internationally across fashion, beauty, portrait and culture. Moving between analogue and digital, studio and location — from Copenhagen to Barcelona to Los Angeles — she creates high-end imagery and visual direction with a tactile, slightly offbeat sensibility. Producing shoots herself, from location to crew, she brings the full visual story together from first idea to final retouch, in close collaboration with the people she works with. Her work lives where softness meets strength — guided by a female gaze, and a belief in photographing women, and strong women, on their own terms. Not styled into someone else's idea of a woman, but seen as she actually is. Built on trust and shared energy, her images feel honest, intimate and slightly offbeat, raw yet refined, and made to last.