At just 25-years-old, photographer Veronica Sams is taking her career to the next level. The Malibu native is supermodel Miranda Kerr’s personal photographer, as well as the campaign photographer for Kerr’s skincare brand KORA Organics. Her list of accomplishments are never-ending, as Sams also recently joined the Sports Illustrated family as the first person to enter the SI Swim Search from behind the lens in 2021. The photographer has also captured multiple high-profile cover shoots for Harper’s Bazaar, Elle, Glamour, and more. While working for Miranda Kerr and KORA Organics, interning at Scooter Braun’s SB Projects, and the Ellen Degeneres Show, Veronica attended Pepperdine University and didn’t just double major, but triple-majored in Advertising, Media Production, and Fine Art. While she has already accomplished a great deal before turning 25, her career is truly just beginning. Her work sets the stage for a new era in photography, especially as a woman in the space who is creating her own niche, carving her own path, and elevating women of all backgrounds, shapes and sizes behind the lens. Veronica’s dedication to uplifting her muses via her creative eye, calming presence, and unparalleled visions and imagination is truly her competitive edge. Needless to say, as Women’s Month 2022 is here, Veronica sets the stage for what it is to be an intentional, savvy, and total boss babe in 2022. The talented photographer sat down with the Daily Front row to speak on self-love, being intentional, and her goals for 2022.
Your power behind the lens is truly magnetic. Tell us a bit about your backstory and how you fell in love with photography.
Since a young age I have collected coffee table books. That was my first true love in life- I was obsessed with soaking in imagery, learning about other people’s journeys, studying light. Looking at images that couldn’t be “seen” in real life intrigued me. At 15 my dad bought me my first kit camera from canon, and from that moment forward I never put it down. I was a shy child growing and always kept to myself. But once I had a camera, it became a part of my identity. It wasn’t just a piece of equipment anymore, but the key to helping me interact with the world and connect to others in a way I couldn’t before. It has now been 10 years since that moment, and my camera continues to empower me more and more everyday.
Did you always envision yourself being a photographer and going down this path?
Actually, yes. Ever since I started photography, it has brought me an overwhelming sense of personal freedom. Using a camera has always been my safe space, so I knew that whatever I did in the future would involve one. All through high school, every free period and lunch break was spent in the photo lab learning how to develop film and use photoshop. Then in college I pursued 3 bachelors degrees in Fine Art, Advertising, and Film/Media production, which all involved photography as well.
You’ve achieved so much at a young age – Sports Illustrated Swimsuit, joining Miranda Kerr’s team – and the common thread behind your work is clearly your dedication to highlighting women in all forms and empowering them through your work. How did this become what you’re most known for? Have you always been passionate about shooting women?
Behind every photo shoot, there is always a story. It is very rare that people come to me to shoot “just for fun”. Most of the time women come to me because they want to redefine how they see themselves. I have made it a point as an artist to not shoot for the purpose of vanity, but rather for healing and empowerment. As a woman behind the lens, I feel it is much easier for the women I photograph to be their authentic selves. In the past, there has been a stigma around who is “worthy” of being in front of the camera. So many of us faced the burden of unrealistic beauty standards seen on social media, and it was disheartening. I would hear my friends say they felt unworthy to be photographed because they felt they did not fall in line with these standards. Hearing this, I knew there needed to be a change, so I dedicated my platform to amplifying the fact that we all deserve to feel beautiful and enough. We are ALL worthy and deserving of the same love. This is why I love working with Sports Illustrated Swimsuit and Miranda Kerr- they both champion women for being authentically themselves and advocate for self-love and healthy living.
You are truly so intentional as a photographer. What is your main purpose and message you hope to send with the work you do?
Simply to help women see themselves the way God sees them- as a divine, strong, worthy human being that deserves nothing more than all the love in the world. And who is capable of doing anything! That is the energy I strive for when creating my images. I want to help women paint a new perspective of themselves and bring out their highest potential. It is my goal to have each image serve as a reminder that we are MORE than just the body we see, but divine beings with an even more divine purpose on this earth.
In the theme of Valentine’s Day, self-love is truly at the focal point of your work, uplifting so many women to feel their most beautiful and confident selves. How do you create an honest and trustworthy relationship with your muses to bring out the best of them?
It is important that everyone I work with knows that I am a safe space- being comfortable is #1 priority when I work with a client. If you’re not comfortable, the camera will immediately pick up on it. The goal of the experience when working with me is to have fun and be joyful- it’s a pause from real life to embrace being you. Not stressful! So I make it a point to make sure the client and I are on the same page. I am very easy going and will never force anyone to do something they don’t want to do.
What does self-love mean to you, and how do you practice self-love both personally and professionally?
To me, self love means being kind to yourself and to others. 2021 was a huge learning curve in the space of photography for me- so many curve balls were thrown my way! Instead of getting down on myself when something didn’t go right, I made it a point to practice positive self talk and show grace. This changed my life! By being kind to myself, it helped me spread more kindness to others and attract positive people/opportunities into my life.
What are some of your goals for 2022 and how are you working toward them?
2021 was the year of putting in the hard work and setting foundations, so this year I hope to be more creative and pursue some personal projects. For the past 3 months, I have been setting up a long term project called “V for Venus” (name might potentially change), a philanthropy project curated of 100 inspiring woman in all different fields of work and walks of life. I am photographing each woman as their own personal version of “Venus,” accompanied by a Q and A podcast telling their story. This project will be completed by showcasing these 100 portraits in a coffee table book and (hopefully) a gallery show, where a portion of the proceeds will go to charity. The purpose of this project is to redefine the concept of ‘Venus’; its not just about being a beautiful woman, but rather an inspiration to help bring out the truest potential in others. We are ALL Venus!
How do you balance your personal and professional life as a young person truly succeeding in their career so quickly, and what is your advice for others?
At times it gets tough! I am so passionate about my work that I never want to stop. But if I’ve learned anything, it’s that self care is a MUST. Self care, reflection, gratitude, and prayer are a big part of my business plan. Taking time to be still and quiet my thoughts by meditating is a big part of my daily routine as well. I’ve learned that embracing the journey is what this profession is all about. When you are an artist, there never really is an “end.” There is only a constant journey.
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