Best known for his collaborations with high-value brands, Copenhagen-based Ruben Hughes, whose work features on the cover of ICON 214, captures the street spirit of New York and the young people of his adopted home with his Leica M6
Photography by Ruben Hughes featuring Ruben Hughes
ICON: When did you first pick up a camera and what inspired you to become a photographer and art director? Can you share how your journey began?
Ruben Hughes: I started working at The Gap during the early days of social media. The position granted me behind-the-scenes access to many of their commercials and photo shoots, as well as iconic photographers, designers, artists and directors. Those three years were a huge source of inspiration which led me to directing and shooting social media campaigns for The Gap. I remember telling myself that since I was the voice and visual curator of this major brand, I would train my eye to capture compelling imagery in and out of work. This was the kick-start of my journey.
ICON: You come from New York City. How has this informed your work over the years? As you are now living in Copenhagen, how has the city influenced or inspired your photographic style?
RH: My work is a merge of the American optimism and urban culture that I experienced growing up, while maintaining the clean and sophisticated attention to detail that inspires me today in Copenhagen. I might be able to draw inspiration from other places around the world, but my style is very much a combination of these two places I’ve lived.
ICON: In recent years you’ve worked with the likes of Muji, Bang & Olufsen, Squarespace, APC and more. What are some of your signature elements that you have infused into these collaborations? How do you choose your collaborators?
RH: It’s been very much about timing. Over the years, I’ve collaborated with brands as I’ve developed interest in different spaces. I see myself as an artist in many ways and my art isn’t exclusive to one industry. Authenticity is the signature element that’s always been important for me – anything and everything else falls under it. It has to feel real or no one is buying what I’m selling.
Photography by Ruben Hughes featuring his New York photo series
ICON: THE YOUTH, your new exhibition, which debuted at the Leica store in Copenhagen, captures the soul of young people in Copenhagen. Can you tell us more about the project and what inspired the collaboration with Leica?
RH: Our younger years are so special. It’s like the world has no weight on our shoulders, but we’re still being influenced and impressed with the highest degree of openness. As an expat living in Copenhagen, I didn’t know that my street photography would lead me to the youth – it just happened. Looking through the various photographs, it became clear that the cultural norms and barriers of a more closed society didn’t exist in them. This allowed me to tell their story through the lens of my own. Leica and I wanted to showcase work that spoke to the Danish community and my journey here – this exhibition was the perfect match.
ICON: What was the most enjoyable part about photographing the series?
RH: Meeting new people always gives me perspective. I really enjoy that, plus the smiles on their faces when I ask if I can take their photograph.
ICON: What are your favourite images from this collection? What do you hope these photos portray to the viewer?
RH: On one sunny afternoon I took a before and after photo of this group of kids sitting in the North Harbour. Before, being without meeting me, and after, during our interaction. Many people don’t know that the images were taken that way because the feeling from both photos are so different, but I love that my impression on them made such a difference.
Photography by Ruben Hughes featuring THE YOUTH
ICON: You regularly host portrait workshops with Leica in Copenhagen. Can you share what participants can learn? Do you have any tips how someone might develop their own photographic style?
RH: In my Leica workshops, I love to help participants with building confidence and seizing the moment. We go out in the street and ask people if we can take their portraits. The workshop talks through the functional areas of photography as well as the relationship between the subject and photographer. There’s so much technicality so my best advice is the same advice I was given years ago – put your camera on manual, find what you enjoy and capture it. Your style will form over time.
ICON: Who or what has been your biggest inspiration?
RH: My father has been a huge inspiration for me. He taught me early on to think about legacy in my work – knowing that when I’m gone it will be my mark on the world.
ICON: What current or future projects are you working on?
RH: During the winter months in Copenhagen, you can find me in the studio working on various fashion and lifestyle campaigns. My photo exhibition THE YOUTH at Leica Store Copenhagen is available until the beginning of next year with future plans to expand the exhibition globally.
ICON: What advice would you give those hoping to follow in your footsteps?
RH: I would say to enjoy the process. To be an accomplished art director or photographer, it doesn’t happen overnight but the excitement of taking each step to get there compelled me to create my best work every time. Use your network and build a portfolio with the connections you have, however small or large they might be. Take inspiration from other creatives, but try to give yourself grace and don’t compare. Everyone’s journey is different, and it doesn’t matter how long it takes to get to where you want to be, as long as you get there.
Follow @rubenhughes or read more in ICON 214: The Winter Issue. Get a curated collection of architecture and design news like this in your inbox by signing up to our ICON Weekly newsletter
