With more than 20 years of experience shooting fashion photography for such magazines as Vogue Italia, Surface, W, Elle, Nylon and Lucky, Joanna Toto brings an edgy elegance to everything she does at The Day. Inspired by classic fashion photographers like Guy Bourdin and Helmut Newton, Joanna enjoys combining unexpected compositions and the use of negative space with more traditional imagery, making her the ideal choice for couples with a fashion-forward flair.
Joanna’s love affair with photography began at age 11 in Erie, Pennsylvania, when she began looking at editorial shoots in fashion magazines, poring over the clothes, poses, locations and models. It wasn’t long before she was carrying a camera wherever she went, shooting before-and-after beauty photos and creating her own fashion stories with friends. After completing a BA in International Relations and an MA in Communications, Joanna turned her childhood passion into reality as a professional photographer, traveling throughout the world shooting fashion, beauty, culture and weddings—first in Athens, Greece, and then in New York.
A regular backstage at Fashion Week, Joanna is accustomed to the adrenaline and anxiety that often arises before big events. After many years spent directing models, she is an expert at gently guiding the bride and groom on their wedding day with the result that they can relax and enjoy the moment. When she’s not shooting people, Joanna trains her expert eye on four-legged models, including her own dog—a Havanese named Boris Fancypants—with whom she shares her husband, the filmmaker Adrian Toto.
“Photography for me is not looking, it’s feeling. If you can’t feel what you’re looking at, then you’re never going to get others to feel anything when they look at your pictures.”