Frederik Rüegger

Frederik Rüegger started as a fashion photographer before finding his calling in documentary work. Born in Switzerland, he approaches commercial photography with techniques learned from documenting real communities and cultures. His fashion work gains depth from his documentary background, bringing meaning to an industry focused on fast consumption. This crossover approach makes his commercial projects more authentic than typical fashion photography.

Standing nearly two meters tall, Rüegger rejects the idea of invisible photography. He believes hiding from subjects creates manipulation and dishonesty in documentary work. Instead, he builds trust through time and presence, often spending days with families before taking out his camera. His subjects know he is photographing but not exactly when, creating natural moments without staged setups. This method requires patience and genuine connection with people from different backgrounds.

Rüegger's work focuses on communities under pressure from modern society. He seeks out places where traditional ways of life still exist despite outside restrictions. Each long-term project involves deep personal relationships that continue after publication. He prefers analog cameras like his Leica M6 because fewer adjustable settings allow instinctive shooting in unpredictable situations. (Website, Instagram)