Hailing from Madrid in Spain, Eugenio Recuenco is a high fashion photographer known for his work looking like it would be more at home on a cinema screen than in the pages of a glossy magazine. He's shot for Vogue, Madame Figaro and Twill magazines so isn't a stranger to high profile commissions, but he was still surprisingly humble when we started our questions about his feelings for working on the 20th birthday special edition Lavazza calendar.

In this interview we find that he's a very insightful man with strong opinions about fashion photography and how it's not his first love. He also reveals how he has the same struggle with people about pixels and that Pentax is still his favourite camera make.

How did you feel about doing the Lavazza calendar?

It wasn't actually taking the photos that was special; it was what they were asking me to do. I had to ask them, 'are you sure?’. It was a self-portrait. The time when you take the picture, you have already gone through the process of planning the picture, but it is not this that made it special, it is when they call you to ask you to be involved.

What can you tell us about the picture that you took for the calendar?

First there was a problem because I wanted to be anonymous in the picture because I'm shy and I was looking for someone - or something - bigger to hide myself. Therefore I decided to mirror myself with Don Quijote because it's crazy.  I want to change the world. I don't accept and I don't like the time I'm living in so I've travelled all around Spain with my comrade to try and find a parallel reality.

What is it about this time that you do not like?

I think that at present we have lost the true values and we have lost our happiness over economic matters and issues. This is very difficult for me to understand and accept because we have now built a wall among ourselves so there is no concept among people. We always need to be classified or ranked within our society to understand our identity so therefore we're always looking to show-off and show what we have and this stops us from enjoying the real meaning of life. We make so much effort to deal with people who do not understand us. We try to be accepted by people who we do not understand ourselves.

It's interesting to see you talk about status and how people react with one another while working as a fashion photographer which is basically about how people dress and how they're perceived by others...

I love fashion, I love beauty. What I do not love is the fact that people want to change the way they dress continuously, I do not accept that. What I do not like is the way people dress trendy, dress fashionable only to impress. We should be dressing according to our own personality not because fashion dictates how we should be looking. My job is to show the new things that have been launched on the market in fashion but it doesn't mean it always has to be the same people to appreciate the designs.

Your personal style is very cinematic, very pictorial - is your approach to fashion photography the same?

I'm not a slave to fashion. When I take a picture I do it to tell something, to tell a tale, to tell people what I'm thinking about and I use fashion to achieve this target.  I do not like having a very nice, beautiful model with a beautiful dress because I like to have content in my picture.

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