Q&A : Capturing Emotion with Paul Perelka
Paul Perelka
With everyone holding a camera and every platform flooded with visuals, establishing a distinct photographic voice is a challenge in itself. Yet London-based photographer Paul Perelka manages to cut through the noise with work that feels cinematic, emotionally charged and honest. In this conversation, he reflects on the experiences that shaped his eye, the influence of London’s queer community and why the most powerful images aren’t just seen but felt.
How did your journey with photography begin?
Paul Perelka: I picked up my first camera when I was a teenager and got instantly hooked. At the time, I was absolutely obsessed with macro photography - I could spend hours zoomed in on the tiniest details, like the texture of a leaf or the reflection in a droplet of water. There was something magical about discovering these hidden worlds that most people overlook. Looking back, I think that’s what first shaped my eye - paying attention to subtle details, textures, and moments that might otherwise go unnoticed. It’s funny how that early obsession with small things naturally evolved into how I approach fashion today: still chasing those intricate, emotional layers, just on a slightly bigger scale.
How do you see fashion photography evolving in the age of Instagram and the democratisation of image-making? And how do you personally stand out in such a saturated visual world?
Paul Perelka: I think fashion photography has changed massively with Instagram and the rise of accessible image-making. On one hand, it’s exciting because there’s so much creativity coming from unexpected places, and everyone has the tools to express themselves visually. But at the same time, it can feel quite oversaturated - there’s so much content, and trends move so fast that it’s easy for things to start looking the same.
For me, standing out comes down to intention and depth. I always try to create images that feel considered, where there’s a sense of atmosphere and emotion beyond the surface. Whether it’s stills or motion, I like to build visual worlds that have a mood or story behind them - something that feels real and a bit cinematic rather than purely aesthetic. I think authenticity and craft always cut through the noise.
Would you say your work process is guided more by intuition or by careful planning?
Paul Perelka: I’d say it’s a mix of both - I love preparation, and I always go into a project with solid research, moodboards, and sometimes even rough storyboards. But I also really value spontaneity. Once you’re on set and the energy starts flowing, unexpected moments often turn out to be the best ones. If something feels right in the moment, I’ll always go for it. I think that balance between structure and instinct keeps the work feeling fresh, playful, and alive.
What does success look like when creating fashion imagery for brands today? Do you feel the focus on digital stats and metrics has changed how we value creativity?
Paul Perelka: Success in fashion imagery today is often measured by how far and fast content travels - going viral can be just as powerful as a big billboard campaign. The most successful commercial work tends to blur the line between art and entertainment. It feels cinematic, emotional, or a bit unexpected, yet still connects to a brand’s DNA. When something resonates authentically, people want to share it - and that organic reaction is where real value lies.
At the same time, the focus on digital performance and metrics has definitely shifted how creativity is judged. There’s pressure to create content that’s instantly engaging rather than conceptually rich. Personally, I think the sweet spot is finding a balance: crafting visually striking, emotionally charged imagery that can live comfortably online and hold its own in a more traditional, editorial sense. The challenge now is to make something that’s both clickable and timeless - commercial yet artful enough to outlast the algorithm.
In your eyes, what makes a truly great fashion image?
Paul Perelka: A great image should tell a story, even a subtle one. It should have depth, texture, and a mood that lingers. I love when an image feels a bit spontaneous, as if it was caught in a fleeting moment rather than overly constructed. That mix of emotion, craft, and intuition is what makes a photograph truly memorable.
For me, a truly great fashion image is one that goes beyond showcasing clothes - it captures a feeling.
What do you want people to feel when they see your work?
Paul Perelka: I want people to feel something real and physical when they see my work - not just admire it, but actually feel that spark. I think the best images have a kind of quiet sexiness to them, even when they’re not trying too hard. It’s not about being explicit; it’s more about tension, chemistry, and that magnetic pull that makes you lean in a little closer.
For me, fashion imagery should feel alive - a mix of beauty, emotion, and desire. If someone looks at one of my photos and feels slightly aroused or can’t quite explain why they’re drawn to it, that’s the point. It means the image has energy, and it’s connecting on a more instinctive level.
How has living in London shaped your work and perspective?
Paul Perelka: Living in London has shaped my work massively - it’s such a mix of cultures, identities, and energies that you can’t help but absorb it all. Being surrounded by queer communities has also had a huge influence - there’s this shared language of self-expression, playfulness, and defiance that naturally filters into my work. I think that sense of openness, of celebrating individuality and fluidity, is something London does better than anywhere else. It’s a city where you can reinvent yourself endlessly, and that energy keeps my work evolving - more inclusive, more experimental, and always a little bit charged.
Do you feel connected to the Polish creative community in London?
Paul Perelka: I wouldn’t say I’m particularly connected to the Polish creative community in London, at least not in any formal way. Most of my network has formed quite organically through the projects I’ve worked on and the people I’ve met along the way - it’s quite an international mix. That said, I have a lot of admiration for the Polish artists and creatives here, there’s a strong sense of identity and craftsmanship that I really respect, even if I’m not directly involved in that scene myself.
Is there something uniquely Polish that you bring into your creative process?
Paul Perelka: Definitely - I think there’s something very Polish about being direct, raw, and a bit unfiltered, and that definitely comes through in my work. I’m not afraid of honesty in imagery - I like when something feels real, even if it’s imperfect or slightly uncomfortable. That straightforwardness, that lack of polish in the emotional sense, gives images more power and authenticity.
It’s the same attitude I grew up around in Poland - people say what they mean, they feel things deeply, and they don’t sugarcoat it. I think that honesty, mixed with a touch of sensitivity and humour, is something I naturally bring into my creative process.
What has been a standout project or moment in your career so far?
Paul Perelka: It’s hard to pick just one because I genuinely love every project I work on each one feels like a highlight for different reasons. But a few moments definitely stand out. Photographing Tyla for GAP and Rita Ora for MAC Cosmetics were incredible experiences - both were such high-energy productions with amazing teams behind them. It was that perfect mix of strong creative direction and commercial scale, which I really enjoy.
Another surreal moment was shooting an advertorial story inside the National Portrait Gallery - we literally had the entire gallery to ourselves for the day. Being surrounded by so much history and art while creating something new felt pretty special.
But honestly, whether it’s a big campaign or a small editorial, I find something exciting in all of it. Each project brings a different mood, energy, and challenge - and that variety is exactly what keeps me inspired.
What advice would you give to emerging photographers finding their voice today?
Paul Perelka: I think having a social media presence is important today, but it’s not everything. Platforms like Instagram are great for visibility - they let you share your work instantly, connect with people worldwide, and even land jobs. But it’s easy to get caught up in the algorithm and start creating for likes instead of genuine expression.
Use social media as a tool, not the goal. Share work you’re proud of, show your personality, and don’t be afraid to experiment. The real growth still happens offline - on set, during personal projects, and in the energy you bring to every collaboration.
And honestly, if one door closes, find a window to sneak in. This industry rewards persistence and positivity. Be nice to everyone, spread good energy, and stay humble - no one wants to work with someone who has a stinky attitude. A good vibe goes further than you’d think.
How would you describe your photographic style in three words?
Paul Perelka: Cinematic, emotive, gay
And lastly, if your photography had a soundtrack, what would it be?
Paul Perelka: Definitely something by Rihanna haha
Visit Paul’s website and Instagram to see his full portfolio.