BEHIND THE LENS: China Carracedo and the Magic of SS24 Aloha Hawaii

We interviewed China Carracedo, the talented photographer behind the SS24 Aloha Hawaii campaign, to explore her creative process and how she captured the true spirit of 'ALOHA.' Here's what she told us.

What motivated you to collaborate with GreenPacha for this campaign, and how was the experience of taking photos in the Hawaiian Islands?

What motivated me to do this campaign with GreenPacha was discovering a new destination that I had always dreamed of visiting, and doing it through art in collaboration with a great team. The experience was unique; I think it's almost impossible to set foot in Hawaii and not have a transformative experience.

How did you capture the cultural richness and natural beauty of Hawaii in your photos? What elements of the environment inspired you the most?

Understanding and integrating what the word "ALOHA" means, in its customs, rituals, and dances. For me, the way a place distinguishes itself from another is by how light is projected in the space, on the foliage, on the skin, on objects, in the water, etc. I think that discovering a new and unique light really enriched the trip.

What challenges did you encounter while shooting on the islands, and how did you overcome them?

For me, it's super important to connect with the place, with the models, and to build a long-term bond, getting to know them through simple questions about their lives, sharing quality moments, and seeing a bit of their inner world to understand how I can touch their hearts more, make them laugh or evoke some other emotion I want to capture on their faces or bodies with my camera. The shooting time we had for the campaign was very short to achieve all that. We were racing against the clock to photograph all the hats. Overcoming these challenges was thanks to the production team, who were always running around with me, supporting me at every moment.

What had the biggest impact on your artistic vision during this trip? What’s this campaign all about?

This campaign is all about mixing two super powerful energies: joy and strength. The bright colors of nature, the hats, and the outfits show the joy, and the strength is in the eyes, the bodies, and the awesome team behind it.

How was it working with native Hawaiian models, and what did they bring to the campaign?

It was a reaffirmation, time and again, that we made a great decision by choosing to stick with the authentic vibe we were aiming for as a creative team to truly capture the meaning of "ALOHA."

Any anecdotes or memorable moments you'd like to share?

A memorable moment was when we finished shooting everything and could finally relax, knowing the raw work was done. Now it's time to edit, select, curate, and remember those moments.

Your three favorite photos from this campaign?

About / BIO

Born in Buenos Aires, Argentina, Inés, better known as "China," has captivated audiences across multiple countries with her photographic art and writings. Since she was a child, her creative mind was evident as she would draw at 4 am, practice yoga with her mom, paint with watercolors, design her own clothes, and be the designated photographer at every family event. Her main objective is to convey the life lessons she has acquired through both image and concept, creating art that engages all five senses. Her portraits and conceptual narratives intertwine with nature in its rawest and purest form, challenging the viewer's state of consciousness emotionally, mentally, and spiritually, leading to a profound encounter with their own soul.

China draws inspiration from freedom, the natural world, authenticity, playfulness, and breaking paradigms. Her travels fuel her understanding that life is a precious gift, shaped by diverse experiences. As a seasoned freelance photographer and director with over 10 years of experience, she specializes in fashion editorial photography, creative direction, and video production for renowned international brands. Her work focuses on capturing compelling visual narratives that resonate with diverse audiences. With expertise in managing projects from concept to execution, she ensures every detail aligns with the overall vision.

Passionate about authentic storytelling, her global experience allows her to adapt to various cultural contexts, creating impactful and inspiring campaigns. Her portfolio showcases a blend of artistic vision and commercial objectives, reflecting her dedication to producing high-quality, emotionally resonant content.