That’s The V Fashion Podcast

Path to NYFW with fashion photographer & producer Sasha Eck

Victoria Acosta

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0:00 | 23:36

What do you want to know?

I sit down with Sasha, a New York fashion photographer and producer, to unpack how she pivoted from engineering into creative work, built a portfolio, and learned to balance production with artistry. The talk moves from small beginnings to big-brand campaigns, with candid lessons on boundaries, assistants, and saying no.

• family pressure toward traditional careers and the pandemic pivot
• early wins shooting yearbook and relearning with minimal gear
• networking through any role to gain access and skills
• owning the title photographer to shape perception
• producing multi-location campaigns and handling constant changes
• why producing and shooting at once drains creative focus
• when to stop saying yes and set boundaries
• unpaid work filters and energy economics
• building teams with the right set vibe and fit

Sasha’s contact info:

IG: https://www.instagram.com/sashaeck.ph?igsh=eXUza3ZvYWltM2hs

Email: Eck.sash@gmail.com

Make sure to follow @thatsthev on all platforms for more fashion content.
And a big thank you to our sponsor, JAG Premier Advertising Agency
If you're looking to get on platforms like Hulu or Netflix, check out the link: https://jagadvertising.com/


Meet Sasha: Photographer And Producer

SPEAKER_01

Hi everyone, welcome to That's to Be, hosted by yours, truly Victoria Costa, a podcast focused on fashion, fashion people, and opportunities in the creative industry. So today I am with Sasha, a photographer and producer based in New York City. Well, thank you for being here. Tell us about yourself and what you do.

SPEAKER_00

So my name is Sasha, and I'm a fashion photographer and producer. I've worked in this industry for I want to say about like five years, if we really stretch it out to like the beginning and like day one. And some of my clients have been Amazon, JCPenney, um, Reka Minkoff, QVC. Those are, I think, some of like the bigger ones. But I've also worked with smaller brands, smaller teams, just more fun projects. And yeah, thank you for having me.

SPEAKER_01

Thank you for being part of this and meeting me here. So I want to really know where you got started, how you got into the industry, and yeah, like how you made it all happen and where you are now.

SPEAKER_00

So um, I really made it happen, like they say, with my own like sweat and tears, basically, because all of my background was in engineering and management, because I went to college for engineering, and then I switched to management in engineering when I went to get my master's. Because with you know, parents that grew up in the Soviet Union, they are only like serious things they consider is doctor, lawyer, engineer. Anything outside of that was like a no-no. Because um, for college I

From Soviet-Era Expectations To Creative Dreams

SPEAKER_00

actually got into FIT and I was so excited, and I was like, this is what I want to do. And it was like still within like fashion, like I think management or like fashion business. So it still was it's not like I applied to be a designer. Yeah, because I'm like, okay, they're gonna they're gonna be okay with this.

SPEAKER_01

It's still business creative, right?

SPEAKER_00

Like it's still in the industry I want to be in. My dad was just like, what is a f IT? What is fashion?

SPEAKER_01

Like, what are you doing? What are you doing?

SPEAKER_00

He was like, You're not going there. And like I was lucky enough that they were paying for my undergrad, so I couldn't necessarily like be like, no, I'm going there. Yeah. Because he was just like, I'm not paying for this. Yeah. And I had no way of paying. And like I couldn't apply for student loans, I couldn't do anything. All of that was not like possible for me. So it's like, okay, I kind of have to go with like what my parents are telling me. So I did four years of that, and then I went into master's because my parents were like, obviously, you need a master's. Like, how are you gonna be without a master's? I'm like, I'll be fine. They're like, No, no, no. Yeah, but but that by then they were like, We're not paying for it though. Okay. And I was like, okay. So I had to find a program that would also like pay my tuition and maybe some stipends. So I ended up finding one. And it was the most humbling experience because I had to like basically join a research project that had to do with like recycling and waste management. Oh wow, yeah. And they were like, Yeah, you guys will have to do and like sort recycling to see how much of it is contaminated, how much of people like are not recycling properly, how much of it goes to the trash. So really getting really getting into it, like hazmat suits and everything.

SPEAKER_01

Yeah, yeah.

SPEAKER_00

We went once and I was like, I'm gonna be miserable for the next two years of my life. Because like, what the hell is happening? Like, this is not like I'm getting further and further away from what I want to do. And then, like, like luckily, corona started. And we were all like all the students were united, and we're like, we're not starting anything while corona is happening. Yeah, because like even though we weren't really scared, because we were like, we're literally fully covered, like, there's not a part of our body that's exposed. We're like, this is an excuse for us to get out.

SPEAKER_01

Yeah.

SPEAKER_00

So like the professors couldn't fight with us because, like, obviously, we have a very reasonable concern. And they're like, Okay, fine, we'll pause everything. But like the school was still happening, the stipend was still paid, and I was like, hold on, like, this is my chance to make something happen for myself while I still have an income, but I also like can take risks because I now have a lot more time.

SPEAKER_01

Okay.

SPEAKER_00

But another hiccup was like people weren't working, like the creative industry literally like shut down. Like people completely photographers were doing FaceTime photo shoots.

SPEAKER_01

Yeah, they were.

SPEAKER_00

And I was just like, it's fun, but like how what do you do with that? Right? Like, what do I tell the person to move their phone up? Like, yeah, I was like, I'm not doing that.

SPEAKER_01

Yeah.

SPEAKER_00

But I just started connecting with people, like anybody who I can find, I was like, oh hi, like let's make something happen. Yeah, and I was just like, I was starting

Grad School, Recycling Suits, And A Pandemic Pivot

SPEAKER_00

with photography, but I realized that like a lot of people that I wanted to work with didn't want to work with me because like I didn't have enough portfolio or like their work was so much better than mine, and they were just like it's a waste of time for me, which is like absolutely fair. Like now I completely get it back then. I was just like, ugh, it's not, but like now looking back, I'm just like, Yeah, I've like, and I just I understand, I completely get it. They don't want to waste their time because like it's already takes so much time for like actual time.

SPEAKER_01

Now that you know that you have that experience. So, how did you get into photography? Like, what made you want to like grab a camera and like start shooting?

SPEAKER_00

It's something that I've done my whole life. Okay. Because like my dad was an architect, so photography was his hobby. So, like every time he would upgrade his camera, his old camera would get passed down to me.

SPEAKER_01

So nice. That's funny. I love that.

SPEAKER_00

So, like, I every time I would travel somewhere, I would bring my little camera and I would like just photograph, but like I never took it seriously, I just something I enjoyed. Yeah. And then in high school, I took photos of the whole yearbook. Oh wow. Like my yearbook like staff had five canon 5D Mark IV. Wow. And it's just like I trust you with it, and I was just like, no way. I was like, no way you trust me with this, like my dream camera. Yeah. So like I took full like opportunity of this, and I was like, every like every like event, every sports game, every trip, everything. I was just like, I'll go take pictures, I'll go and take pictures.

SPEAKER_01

Like I am the one who takes your picture.

SPEAKER_00

Our yearbook won so many awards that year.

SPEAKER_01

Oh my god.

SPEAKER_00

Because like they're like the photos are great, and I also did the layout because I ended up being the editor in chief.

SPEAKER_01

Okay.

SPEAKER_00

So like literally, they included our yearbook and like their examples of like what you could do with our platform.

SPEAKER_01

Okay.

SPEAKER_00

And I was just like, nice, very nice.

SPEAKER_01

That's such a great fun fact. Like, I love like, oh, I took photos of my whole entire year. Like, what did you do?

SPEAKER_00

Oh, no, so my school was really small, so like it wasn't that big of a task. Like, my whole high school was like 100 people.

SPEAKER_01

Oh wow.

SPEAKER_00

So, like, it's not like it was like an overwhelming task for like, oh my god, you did all of that by yourself. Like it was it wasn't that serious.

SPEAKER_01

I mean the fact that you are able to focus and like I think you can give yourself the time to actually take good photos since it's less people instead of like just no, but it was very fun.

SPEAKER_00

Like, I remember like it was like probably the highlight of my high school career. Okay. Because like my high school sucked. It was a boarding high school with a hundred kids total, and we all lived together and a small town, yeah, school, not even class. Oh my god. A hundred for all four grades total, a hundred people. And it was like in a tiny town in Oregon. Okay, like it was so tiny where when they opened the Subway Sandwich like store, we were so excited. Yeah, it's like if they opened the product store for us, like it was so fun. But but when I came to college, I don't know, photography just was kind of like I didn't have that camera anymore because obviously not mine. So like I was like, well, now I have to focus on school. Yeah, and I kind of really like shied away from it.

SPEAKER_01

Okay.

SPEAKER_00

And

Starting From Zero And Building A Portfolio

SPEAKER_00

I think by senior year of college, I was like, you know what, there's a photography club on campus, let me see what it's about. And it really like wasn't about much. Like it was just I think it was a way for me to get back on that path that I needed to be there.

SPEAKER_01

Yeah.

SPEAKER_00

So I like I bought myself a camera. In there, yeah, like it was it was a step I had to take in order to get to where I am today.

SPEAKER_01

Yeah, yeah.

SPEAKER_00

But so I had a camera, it was like a cropped sensor, like small camera, you know, it wasn't like much, but it was enough.

SPEAKER_01

Yeah, yeah.

SPEAKER_00

I was just like, I can I can still just get it.

SPEAKER_01

If you have a good eye, I don't think it matters as much. Yeah, because you know what?

SPEAKER_00

Especially if you start, like you don't need the best stuff to start. Like now I have uh Canon 5D Mark IV, but now I want to have the camiraless. Yeah. But I'm like, but also I don't photograph as much, I do more like behind the scenes work, but I'm like, I but I still want a better camera. So it's like, but to start, like that was more than enough. And I had a 50 millimeter, like a hundred dollar lens. Okay, like one of those, like not like the quality was terrible on it.

SPEAKER_01

Yeah, yeah. And you really have to be like it was steady and perfect.

SPEAKER_00

And like I really thought it was my camera that like the kit lens was so much better than my 50 millimeter.

SPEAKER_01

Okay.

SPEAKER_00

And I was just like, you know what, it's okay, like no one's gonna zoom in that much into my photos.

SPEAKER_01

Like it it gets the job done.

SPEAKER_00

It gets the job done. Like it's enough to build up my portfolio to get some clients to save up the money and get a better camera. And I just started like I said yes to everything.

SPEAKER_01

Okay.

SPEAKER_00

I said yes to styling assistance, I said yes to any any way I can meet more people and not work and just like learn how things work, I would say yes to it. Like unpaid, drive around the city, dropping off clothes, sure.

SPEAKER_01

Yes, yes, yes.

SPEAKER_00

Like, and that's how I ended up being on set for Mary Claire for a short.

SPEAKER_01

Okay.

SPEAKER_00

And like I didn't really didn't have to do much. Like the girl just needed me to steam. Very humbling. Because you're just standing there steaming with your opinions about how it should be shot, but all you can do is just steam. But I was like, you know, it's okay, I'm not, this is not forever. Yeah, I'm gonna like learn, I'm gonna watch the photographer work more. And the photographer asked me, she's just like, Oh, what are you like? What do you want to do? I'm like, Oh, I actually like I'm a photographer. Which was also like seemed very wrong to say because she calls herself a photographer. Yeah, but then I also called myself a photographer, but like my level was like completely completely different. But I was like, no, but that's still what I do, like, yeah. And I realized that like owning that space, because like they don't know what you've done and what you haven't done. So they're like, wait, you do that? Or like, oh, why are you like why are you assisting a stylist? I was like, oh, she asked for help. Like it's actually was like my when I the way I got it was a stylist that I worked with before. She's just like, hey, like this girl's really looking for an assistant. Do you want to help her? Okay. And I was like, you know what? Sure. So I was just like, oh yeah, my friend asked me if I'm available to help her friend. So I said yes. So I like I would always like, yeah, I was just like, I was always very casual about it. I would never like make myself look less than what I was. That's just

Yearbook Wins And Early Camera Lessons

SPEAKER_00

because I was like, I want people to still respect me, even though I'm just sending their estimates.

SPEAKER_01

Well, take you seriously, apart to like this is just part of what I'm doing right now, but you know, there's a whole proposal.

SPEAKER_00

Like, I'm doing this for a friend, not because I'm desperate and like trying to learn as much as possible. No, I'm just helping a friend. And also, it's very common in this industry. Now that like I look around, like people will do the smallest of the jobs for their friends just because, like, oh yeah, I'll go inside with you.

SPEAKER_01

Yeah, exactly. And just being able to be in that spot with the people you want to be with that already exposes you to being closer to whatever other person you want to meet. That's so interesting.

SPEAKER_00

Yeah, and like step by step, like that, like eventually, like, because I would say yes to everything. Eventually, I would start being more selective because like there was one opportunity in New York Fashion Week and it wasn't paid, but I was like, it's okay, like I'll get one way for it. I walked out halfway through. Oh my god, it was so bad. I was like, no, even for me, this is not okay. Like, I was like, I can like I'd rather have no opportunity today than have this one.

SPEAKER_01

Yeah, no, and I love that you said that being giving yourself that reassurance of like I am a photographer and I am doing this, although you were doing something different at the time. I think that's such like a strong phrase to say, like giving yourself that like comfort and that like position and confidence to be taken seriously with anybody else.

SPEAKER_00

Because like they don't know who you are. So like they'll believe whatever you say. So why would I not say what I am, or at least I'm trying to be? Then it's like one of those like fake it till you make it.

SPEAKER_01

Classic it's like a well like manifestation in a way where you're like, Yeah, I'm gonna say I'm this until like I am this the whole time. That's very cool. So then what is a project you are excited about currently?

SPEAKER_00

Currently, so I'm producing the photo shoot for a big hand uh handbag brand. Okay. And at this point, I think for this like season that we're shooting, I've produced like three different shoots for them in different locations, but things ended up changing time-wise, location-wise, product-wise, where we had to like scratch all the previous three and do it again.

SPEAKER_01

Okay.

SPEAKER_00

So it got rescheduled for January, but I am booking um kind of a celebrity for them for one of the shoots.

SPEAKER_01

Okay.

SPEAKER_00

I don't know if I'm allowed to say anything yet. I don't know when this is coming out, but it's like a reality TV show celebrity, which like even the designer herself's just like there's no way we're getting her. I'm just like, I can get her right now. Like, I just like get her right now. Oh and at first she was kidding because like we were out like drinking, yeah, and I was like, no, she's kidding. And then later on, she texts me again, she's like, Can we actually get her? I'm like, wait, are you serious? I was like, Yeah, we can. Like, I just like okay, get her now. And I was like, Oh shit, okay. That's so yeah. So I'm hoping that like the fourth time was the charm with this one, and we don't have to move locations anymore, and like all the product will come in and it will actually happen. Yeah, because that's very exciting.

SPEAKER_01

Okay, how is the process when you have to reproduce something you've been working with? Is it something you have to retake and you already retook or took it, or is it something it's just in the planning section and you just have to replan?

SPEAKER_00

So um, it really depends. Like with this project specifically, we're we're still in the planning stages,

Reigniting Photography In College

SPEAKER_00

but it was like we planned it for one date, and then we were like, oh, like the designer herself can't be there on those dates, so we have to move it. So, like what I already planned, like I reached out to all the agents for the models, okay, beauty, assistance, location scouting. They're like, Oh, we now have to move a week away, so I have to redo the like availabilities for all those days. Yeah, some girls become not available, so I have to ask for more girls. And then I'm like, okay, well, we like these ones. Can I get their self-take? So it's just like tedious work that I'm like, I really should get in my own assistant to do that job now because like just so I can like free up the like I'll do it once, but if it has to be redone here, just like redo the same things, and like you'll get experience, and then you can do it on your own for your own project. Yeah, yeah. But then if we change locations, I have to redo the whole searching for similar locations in a whole different environment. Like you I remember I sent you like the Texas locations, like the Rocky.

SPEAKER_01

Yeah, yeah, yeah.

SPEAKER_00

I had to find it in California, which was easy. Like California has similar things, but then they were like, no, never mind, Florida.

SPEAKER_01

Oh my god.

SPEAKER_00

So I'm like, okay, wait, Florida doesn't have this stuff.

SPEAKER_01

Yeah.

SPEAKER_00

So I have to find something similar in Florida and like other things too to suggest to them, and then like get their approvals, or they're like, no, I need something different. So like it's just like doing the same things over and over again. Yeah. When photo shoot does happen, and we're like, oh wait, we missed some product we had to shoot. We just find a way to like recreate kind of uh no, we just like shoot it in studio or something with like the backdrop is like a similar like coloring as the rest of the photo. So like it still feels like it's like so it looks like it's intentional, but it really wasn't.

SPEAKER_01

Yeah, yeah, yeah, yeah. I get that. Okay. No, that's very interesting because I feel like people don't know what it takes like to produce anything or everything.

SPEAKER_00

It could be uh a week or two weeks to produce something, or if it's it could be two months. It really depends on the scale and also like how organized the brand is.

SPEAKER_01

So you're able to, I mean, take the photos while you're also planning behind the lens and models and location and if I'm planning, I'm not photographing.

SPEAKER_00

Okay. Because then on set I have to be the one that just like directing scheduling, reservations, transportation, like I'm orchestrating the whole thing where I'm like, you have two minutes left, you need to be ready, the model needs to change this model. So like it's impossible to like produce and photo shoot, especially like if it's a smaller scale shoot and it's in studio, yeah, it probably is possible, but why would you want to stress yourself out like that? It's because like going from production to photography is very difficult because like it's you're going from critical thinking to creative thinking, which is like it's really hard.

SPEAKER_01

I've done it a few times where I like I really want to create something for a client and they don't have such a big team. So I basically produce, plan, contact, and

Saying Yes To Everything On Set

SPEAKER_01

then also shoot. And now that you're saying this, it's really like coming to my head like how exhausted I am, like trying to hire everything at the same time.

SPEAKER_00

Um, but like it's only worth it for a project you really want. Yeah. Or for your own creative project where you're like, I have the vision, I have everything. But even then, I would suggest just like at least getting an assistant where you're like, hey, like make sure this is because like let's say something goes wrong, like what you can be fixing it while you're also continuing to shoot. Exactly. So like an intern or an assistant just for like that moment if something does go wrong.

SPEAKER_01

But someone's still on theone is still taking care of things. Yeah. Um that's what my boyfriend does. So for the last part of the podcast, do you have any recommendations or advice you wanna put out there for someone that wants to get into the industry, either in production or photography?

SPEAKER_00

Say yes to every opportunity. Okay, like quite literally, even if it's in the complete like opposite, like you want to be a stylist and someone is asking you if you want to be, I don't know, photographer's assistant, do it. Because you can still like the amount of times I've assisted photographers and we didn't have this like a good stylist on set, and I had to, for example, like fix the clothes. Yeah. So like as a photographer, you can still do that.

SPEAKER_01

Yeah.

SPEAKER_00

Like you can still be like, wait, let me fix it for you. So you're like the photographer, yeah. You get that experience, the photographer will be grateful for you because you're like, oh damn, like that I'd rather have it fixed now than uh Photoshop it later. Because the amount of times I've said, Oh, I'll just retouch it later. Yeah, and literally hated myself at 3 a.m.

SPEAKER_01

Yeah. Retouch hour.

SPEAKER_00

Seriously, and then Photoshop quits and you're like, I'm never doing this again, I'm quitting. Yeah. But seriously, like say yes to every single opportunity.

SPEAKER_01

And when do you think is like the time when you stop saying yes to everything and get to choose what you actually want to do?

SPEAKER_00

When you say yes to an opportunity and you're and you're like, What the fuck am I doing here? Because that's what like that show was from the second it started, I was like, What the fuck am I doing here? But the way they had us positioned, I literally have to walk through the runway to leave. So I'm like, well, I can be that rude. Like that's that's low, like I'm not that good at everything to like be that rude. So I just waited for them to have like a break. And I was like, I need to go. And I just like walked out. I didn't say bye, I just walked out because I was like, I don't want to make a scene. I just became really small and grabbed my stuff and I was like, Yeah, yeah. Uh made it out of the door, never spoke to anybody there again.

SPEAKER_01

That's such a intense feeling, I feel like when you make that realization of like white Oh no, I was I was mad.

SPEAKER_00

Like I was just like, I wasted so much time here.

SPEAKER_01

Yeah.

SPEAKER_00

Because like the commute there, and I was like, now I have to go back, and it was in the winter too. So I'm like, I was also cold and dark and late. Yeah. But like ever since that opportunity, I was very selective. I was like, I definitely said no to some things I should have said yes. But I was like, I'd rather do that than waste, like spread myself thin across a lot of things.

SPEAKER_01

Yeah, there's only so much time you have for and it's not gonna be worth that experience.

SPEAKER_00

And like also with unpaid, even like even if it's face 200, I'll do it. Unpaid, it has to be something really good. Like it has to be like I don't know, huge people in from the industry in the room, or it has to be something like that I can really brag about.

SPEAKER_01

Yeah.

SPEAKER_00

That I can use for content that I can use as a selling point for the future, but something mediocre with people I don't know for free.

SPEAKER_01

Yeah, it's like why it is.

SPEAKER_00

I just like I I'd rather stay at home and watch TV to be honest, just because like I'd rather rest

Owning The Photographer Title

SPEAKER_00

and relax than risk it.

SPEAKER_01

Yeah, put your body through like more exhaustion after the fact that you've already been doing so much. Yeah, it's it's a tough industry.

SPEAKER_00

It is tough. And like at this point, I'm like, if I can get a break, I'll take a break.

SPEAKER_01

100%. It's like I can sleep a solid eight hours.

SPEAKER_00

Oh, no, those are those are some good days.

unknown

Yeah.

SPEAKER_01

I think everything like you said, it was like so insightful, and I learned so many things about you. I had like no idea about, but this is why I wanted to. I don't advertise about all these things. But it's the thing I feel like they're part of the story. Exactly. And I feel like that's why I started this podcast too, because I want to know more about the people that inspire me, but also like others to know what it takes and be inspired and how to do it and find those opportunities. Um, so do you how can people find you or how can people like reach out to you if they want to be like your assistants or something like that?

SPEAKER_00

Uh they can reach out to me on Instagram, but my email is probably better because Instagram DMs are not the biggest friends.

SPEAKER_01

They really are not. We they get messages disappear.

SPEAKER_00

They literally do, and then they appear later, and you're like, oh nice, I couldn't use this two weeks ago.

SPEAKER_01

Yeah, yeah. So I'll link your email to this if you're okay with it.

SPEAKER_00

So that they can see because at the end of the day, like I feel like now at this point of my career, I kind of like establish of like what type of friends I work with and like what styles I work with. Yeah, yeah. So they can also see, like, is this what I want to be part of part of, yeah.

SPEAKER_01

And also they're if they're a good match for you, too, because I feel like that's important.

SPEAKER_00

No, that is so important. Like when the vibes are off on set, nothing works.

SPEAKER_01

Yeah, it really doesn't.

SPEAKER_00

Like I've had a couple of Assistance where I'm just like, should I just let her go like a half day early? Yeah, like it's and pay her for the full day, but like not have her on set. Yeah, because it's just like it's just making everything more difficult.

SPEAKER_01

That's tough.

SPEAKER_00

Not helpful at all. But I was like, no, I'm just gonna push it through. Extra pair of hands, we're fine.

SPEAKER_01

Yeah, yeah. Like, see what they can actually do.

SPEAKER_00

Yeah, like try to direct her into like, okay, more useful, and I'll do this instead.

SPEAKER_01

Well, very cool. And I thank you so much for being part of the telling your story, your how you started, and like the bumps on the road. I think those are so important people to do that. No, they are what it is.

SPEAKER_00

And honestly, I feel like the bumps are like what shapes you.

SPEAKER_01

If it was always so smooth, you would have been like, Yeah, it's like just then what do you learn? What experience do you think?

SPEAKER_00

But the bumps is what like I think gave me the most like lift, kind of.

SPEAKER_01

Yeah, that like uh confidence or even that and opportunities too. So I feel like a lesson here is like tough it out.

SPEAKER_00

Tough it out and tough it out and keep going because everybody went in through bumps. Yeah, and the bumps don't define you. So at the end of the day, it's

Producing A Major Handbag Campaign

SPEAKER_00

are you gonna keep going after the bump? That's what matters.

SPEAKER_01

Well, thank you so much, and that's the V. Thank you for tuning in. Make sure to follow at That's the V podcast on all platforms for more fashion content. And a big thank you to our sponsor, Jag Premier Advertising Agency. If you're looking to get on platforms like Hulu or Netflix, check out the link in the description.