Photo by Ayala is realizing a vision for who fashion and commercial photography should include

Interview and Article by Danielle Bastos

Jacqueline Ayala, known professionally as “photo by Ayala,” is a Los Angeles-based beauty and fashion photographer whose first-generation Colombian American identity and indigenous heritage infuses her work with a unique artistic perspective. Through her photography, she explores the nuanced landscape of cultural identity, transforming personal experience into visual storytelling that reflects her bicultural background. The opportunity to attend a pre-college program in Chicago changed the direction Ayala thought she was headed for her career. 

“I started off in music. I thought that music was going to be what I was going to pursue in my career. And when it came to my last year in high school, I had the opportunity to go to Chicago for a pre-college program. And I went there at a time [when] I was really looking into music production, but I always had an interest in photography. I just never had the tools or the classes or the resources to explore it. So when it came to this pre-college program, they had a film photography class that I took along with my music production, just to create an opportunity for myself, and see if I like it.”

This experience led her to study photography at Columbia College Chicago, where she fell in love with the medium. Ayala found that her love for photography supported the same passion she had for music but with the added ability to create visual art. She describes this realization as a vital moment, noting “ It didn’t come naturally for me to compose music. I could read it. I could play it and I could feel it, but I couldn’t create it.”

College exposed Ayala to fashion imagery that overwhelmingly prioritized Western notions of beauty. A stark contrast to the diverse cultural landscape of her Los Angeles upbringing. “Going to college, studying photography, it wasn’t what I was used to seeing. Obviously we see a lot of European history and photography and even in the fashion industry, the fashion focused photography, that’s where I was a lot in college. And I just remember I always had it in my mind that I didn’t wanna do that.” 

She made a conscious effort to include models from various ethnicities in her projects, even when it meant working with non-professional models who had features she found beautiful. This experience strengthened her resolve to create work that celebrated diverse beauty. 

She posted her work on her social media and Foot Locker took notice. The brand specifically sought a female photographer who predominantly photographed women, 

This opportunity validated her artistic direction and boosted her confidence in her abilities as a photographer and was a huge opportunity as she freelanced in New York City. 

“At first I was like, is this for real? Like, is this legit? Because now there’s so much like spam email that sometimes it will sound like it’s real, but then you look at the email, we have like a lot of that now, but that’s kind of what I felt in the very beginning. There wasn’t as much as that then for me personally, but when I read it, I had to take a double take because I really wasn’t prepared or like expecting that it kind of just happened out of nowhere. But at the same time, it was kind of confirming that I am doing what I need to do and people like my work.”

Eventually Ayala’s next move was to return to Los Angeles, where she currently works full-time as a retoucher for Savage X Fenty. 

Ayala views retouching as an essential complement to her photography. She describes it as an art form akin to painting, with each retoucher developing their own style. Her journey with retouching began in college, where she was exposed to basic techniques. She further developed these skills through internships and on-the-job learning. 

“When I was able to see the opportunity that they [Savage X Fenty] were hiring, I applied and it’s been a great experience. I’ve learned more than I did before. And I always like to let people know about how much fun an art it is to retouch, because it’s basically like painting in a way and everybody does it differently.” 

Ayala’s work with brands like Foot Locker and Savage X Fenty has allowed her to bring her vision of diverse, empowering imagery to a broader audience. Her role at Savage X Fenty, known for its commitment to body positivity and inclusivity, aligns well with her personal artistic philosophy.

To stay inspired and avoid creative burnout in a competitive industry, Ayala goes by attending art exhibitions and shows by artists she admires. She continues to work on personal projects, even during challenging times. She creates film photography as a personal practice outside of her professional work. She engages with the creative community in Los Angeles by attending industry events and networking with like-minded individuals.

Ayala emphasizes the importance of her support system, including family and friends in the industry. She recalls reaching out to mentors and colleagues during pivotal moments in her career, underlining the value of professional relationships in her growth as an artist. 

For instance, when she landed her first major campaign, she immediately called a photographer she had assisted, thanking her for the preparatory experience she had gained. “I remember I immediately called a photographer that I assisted…I was her first assistant, it made me feel so ready. And so I just called her to thank her because I felt like, you know, all those hard jobs that we did, it made me feel prepared,” 

Finding time to intentionally create connections and relationships with people can be hard but necessary to build a strong professional network and an authentic community.

“There was another friend that I called that ended up helping me to retouch because there were a lot of images that I couldn’t just do on my own. So like I definitely had community and still do have community that I lean on whenever I need them in those moments. And they always come through.”

As she continues to develop her craft, Ayala remains committed to showcasing the beauty of women of color and challenging traditional beauty standards in the fashion and beauty industries. She expresses a desire to share more of her personal work, particularly her film photography, which has been a sacred, personal creative outlet for her.

Through her unique perspective as a Colombian American artist and her technical skills in both photography and retouching, Jacqueline Ayala is making a significant contribution to the diversification and empowerment of representation in the beauty and fashion photography world.