“I realised that I was being part of the problem when I could be part of the solution.” That simple and it sums up Sol Abadi, thats what was her moment of professional breakdown. A revelation that, in practice, led her to make complex decisions: after almost two decades forging her career as a fashion and beauty photographer, she set out to give new meaning to her profession. Then she founded Sunshine Lab, in 2016, a creative agency and comprehensive triple impact producer, certified as a B Corp and Carbon Neutral "that uses the power of communication and creativity for the common good." In the last year alone, she has worked with clients such as Natura, Givenchy, Kenzo, Avon and Amnesty International, but Sol also dedicates time and energy to her own projects such as “Transformar la mirada”, a campaign that seeks the labor insertion of transvestites, trans and non-binary in formal jobs.
L'OFFICIEL: How were your first steps in fashion photography?
SOL ABADI: I started when I was sixteen. My search has always had to do with looking at and reflecting on beauty, something that was also nourished by my studies in philosophy. From my beginnings, I felt that, when photographing, I found a very great connection with the other. Photography is a very powerful communication tool, which has an impact on our stereotypes, on how we want to see ourselves, on how we value ourselves. So, we have the responsibility to use it with great awareness.
L'O: How did you turn that look into the engine of your professional career?
SA: There was a turning point in my life when I discovered the world of B companies: triple impact organisations that do not harm people or the planet by generating economic gain. It was an awakening. I already lived that way in my personal life, but perhaps naively, it had never occurred to me to relate it to my profession. I decided that I couldn't keep working without considering the impact of what I do and so I founded Sunshine Lab.
"It inspires me to be in contact with others, collaboration"
L'O: What did that “before and after” imply?
SA: People looked at me weird, they thought I was going to get over it. Today, sustainability is much more on the agenda, but it is not a change that occurs from one day to the next. Also, it is a path: we are never 100% sustainable, we are not perfect. It is about seeking continuous improvement. The key is to think about why I do what I do: do I want to sell anything at the cost of anything? When I started asking myself those questions, I couldn't link photography with the positive impact, and I experienced it as a divorce with my eternal love. Eventually, I understood that I could also fulfill my purpose from the image. From that intention was born "Transforming the look".
L'O: What inspires you?
SA : Question myself and make people question themselves. That when they see what I do, a question arises that seems relevant to them. It also inspires me to be in contact with others, collaboration. Photography seems like a solitary job but, at the same time, it wouldn't be possible without a whole team behind it.
L'O: You work with fashion and beauty brands and yet you choose not to wear makeup, not even for the self-portrait you did for this article. Because?
SA: Sometimes, it is said of a person that "he cannot resist an archive." I wonder: why should we? Are we not beings in constant change, in movement, in the process of continuous improvement? I am aware that I had a great transition in my life. As a girl, I put on makeup, painted my nails, I didn't repeat my clothes so much. Over time, I felt more and more comfortable in my naturalness. It happens even more with clothes: I think dressing is an ideological act and choosing what to wear is important, so if I'm going to show a brand, I want it to be one that conveys something about me.
