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Jenny Elisabeth Keul


Women Behind Fashion

from 06 to  21 april 2024

Vernissage Saturday 06 April 2024 at 6.00 pm

Opening hours and days:

from Tuesday to Saturday

09.30 am - 12.30 pm  -  15.00 pm - 19.00 pm


from 3.00 pm to 7.00 pm


"White Canvas - Women Behind Fashion" is a project of black and white images of models whom arrived and lived in Europe with the purpose of entering the coveted fashion industry.

The project began in 2020, the year in which Holger Maass moved from Monaco to Germany, then to Italy to create fashion shots along the Ligurian beaches for various Milan-based agencies.

Aware of his experience in portrait photography, he began to delve further into the idea of exploring and exhibiting the true essence of women behind the mere veil of so-called ‘models’.

In the fashion industry, models are usually "used" as "white canvases", through which, the photographer manipulates and changes their style and appearance to express their artistic interpretations.

Holger Maass, instead, tries to focus the attention on the personality of these models and how they represent themselves as unique individuals, minimizing all other superficial aspects.

For this reason, he asked the models to bring on set and wear their favourite outfit and clothes, those with whom they felt more confident.

He then explained that the objective of the photo shoot was to capture their natural beauty, without the need for excessive makeup or elaborated hairstyles.

" By conversing and discussing with these women, I learnt and understood a lot about the diverse socio-cultural backgrounds of many nations within the fashion industry. I understood their hopes, desires and future dreams."

All images are taken within "light set", whose characteristic is the concentration of intense natural light that helps to improve the technique of portrait photography, without the use of any retouching or artificial intelligence techniques.

This technique had been used by photographers such as Irving Penn, Richard Avedon and Peter Lindbergh, who over the years have influenced his work.


Holger Maass is a German photographer born in 1968. He began his career in the 1990s as a freelance photojournalist.

His reports on Asia (China, Tibet, North Korea, Eastern Russia) have been published in German and European magazines and newspapers.

Since 2000, he has been working as a studio assistant for the famous photographer Hubertus Hamm in Munich.

In 2003, he opened his own photo studio in Munich and focuses on photography of portraits and celebrities. He gets to shoot some of the most famous celebrities in Germany, mostly actors and television moderators, including Thomas Gottschalk, Nina Hagen, Barbara Schöneberger, Til Schweiger, Yvonne Catterfeld.

His works were published in GQ Magazine, Süddeutsche Zeitung, Frankfurter Rundschau.

In 2012, he was invited by Nikon Corporation, in Japan, to represent Europe as a judge in the '"International Nikon Photo Award".

In 2018, he closed his studio in Monaco, where then he moved and had since resided in both Italy and Southern France, in which he worked mainly at outdoor settings in black and white style.

He currently works between Munich, Milan, Sanremo and Berlin.

In 2023, he photographed the German actress Leonie Benesch on the set of the film The Teachers' Room (Das Lehrerzimmer), which had been nominated in the OSCAR 2024 for ‘best foreign language film’ award.

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