"It's about creating a mood, a reality." That's how Michael Menard describes his work and life as a fashion photographer.

Menard has been working as a photographer for eight years. His interest began in fine art photography, but in the last few years he has moved into the realm of fashion photography.

Menard describes himself as a "people" photographer as well as a fashion photographer. In a sense, he almost looks at the two terms synonymously because as a fashion photographer he creates a reality. When people look at fashion photographs, they are looking at the people as well, Menard explained. "People want to be able to see themselves in the clothes. They pound it into your head that ‘it's the clothes, it's the clothes,' but the clothes fade into the background. It's the people who sell the clothes."

Menard recognizes that fashion photography is different from all other photography though. Commercial portraits are more posed, and Menard's work isn't photojournalism or event photography. "Fashion photography is more editorial style, free flowing, and more creativity," Menard said.

Being a fashion photographer has allowed Menard to work with many beautiful and unique-looking individuals. He has done test work and shot photos for top modeling and talent agencies locally, to include Donna Baldwin Talent, Inc. and Karen Hansen.

Not everyone is cut out to be a model but Menard believes that you can put anyone in some kind of shot. Menard says that there is some element to looks, but it's more in how the model reacts to the camera. "Today's fashion world is so diverse, ten years ago you wouldn't see the people you see now [in fashion shoots]," Menard said. It's all very inventive for Menard, as he believes that the lines of fine art and commercial photography are becoming gray and more blurred.

Creativity and imagination are major forces in photography, and in fashion photography Menard believes you can incorporate even more absurd situations.

Much of the work produced by this talented photographer is shot on location, either outside or in a set-up. He tries to stay clear of cliché backgrounds for his photos so that there is no monotony in his pictures and imagery. Menard and a model once walked 12 blocks looking for the ideal spot to take photos. They finally settled on taking shots at a bus stop where they ended up passing around Polaroids and having an audience involved in the photo shoot process. "I look for things that are new and different. Things that you don't see everyday," Menard said.

Menard is a full-time photographer, in addition to being a student at the Art Institute of Colorado. Sheer, natural talent is needed to be a good fashion photographer, but Menard also believes that the education gained from school and training is invaluable. He has six months left until he obtains his degree in photography.

Menard's ardor for photography can be seen in all of his work, and he believes it's a necessity. "You've got to love what you do, or there's no passion. Without the passion or desire, the images just aren't there."