The Lexash | Nigerian Fashion Photographer | An Exclusive Interview

An Exclusive Interview With
The Lexash
By Ariel SU

Lex Ash, or in his known unique name ‘The Lexash,’ is an extraordinary Fashion & Beauty photographer and creative director based in Lagos, Nigeria. You won’t find many personal details about him on the web, but his gifted photoshoots are making waves in the international fashion field. Lexash has gained thousands of followers on each social platform, and you can enjoy his special workshops videos on his YouTube channel. Besides creating outstanding, beautiful, colorful fashion projects, he makes NFTs and great music.
It’s a pleasure having an interview with such a new rising star.
Meet The Lexash.

An Exclusive Interview With The Lexash
By Ariel SU

Ariel SU: It’s a pleasure, Lex, to have this interview. I became familiar with your Instagram profile and was impressed by your fresh, dynamic, and colorful artistic photography style. After researching your activity on the web, I also discovered that you are very private. We only know you are based in Lagos, Nigeria. Can you share with us more details about your background? Where did you grow up, where did you study photography, and what was your journey in photography until this point? Do you come from an artistic family?

Lex: Haha, okay, I’ll start with this: My full name is Alexander Chidiebere Ashimole. I grew up and have lived most of my life in Lagos, Nigeria, as you know. I have a Bachelor’s Degree in Estate Management from Covenant University, where I picked up photography for the first time.
I’m self-taught, which means I would borrow a friend’s camera and take pictures randomly, and I learned along the way. I remember thinking there weren’t a lot of images of black people (and Nigerians especially) on the internet, and I wanted to contribute to changing that.
My family isn’t particularly artistic in any way, but they always encouraged my creative tendencies, from singing in the church choir or drama groups.

Ariel SU: In most of your photoshoots, you are the creative mind behind the project, building the whole story, doing the directing, and the photo shoot, of course. When did you start being the creative mind behind all the projects? I also saw you are doing a lot of film productions. Are you doing the film editing yourself?

Lex: I think it started when I started photography. I am self-taught, so I had to figure many things out. Finding other professionals at the beginning, willing to work with someone just learning and growing, wasn’t easy.
So I’d reach out to a model, and the person agreed, I’d ask him/her what clothes he/she could bring along with him/her in line with a mood board I shared, or I’d thrift stuff I could find around and make them work. So that pushed me to be more conscious about what I needed to do and how to always find ways of making things work. And yes, I do the occasional fashion film here and music video there. I work with a team on this most times, but I can also handle the edits myself if needed.

Ariel SU: Are you doing these productions for magazines or commercial projects?

Lex: A massive chunk of the work I share on Social media are personal projects that eventually end up being scooped up by magazines.
For one, we don’t have a lot of viable publications here, and it’s asking a lot to collaborate with international publications as well (that’s a whole other story), so I end up creating for my own and maybe my followers consumption. Second, I have a love-hate relationship with magazines on this side of the world; they won’t pay you or commission you to create content for them but will want to use your content when you share it. So I post and share some paid work, but not many of them. But most of my paying clients come because of the work I share on my Instagram.

Ariel SU: In each project, you have a team for styling and makeup. Do you usually use the same team?

Lex: I have different people I have worked with from time to time, based on availability, location, and direction. However, I have a few people I work with more than others because we have perfect synergy.

Ariel SU: Nigeria is not considered a leading country in the Fashion industry or in the commercial beauty photography field.
How would you describe the current state of the photography field in Nigeria, from all aspects, academic studies, the growing number of professional photographers, and the point of view changes with being more open to the world with more extensive opportunities?

Lex: This is a fantastic question. I fully agree that we aren’t considered a leading country in the Fashion industry, but I dare say we do have some of the best fashion creatives in the world, and yes, most especially in the Fashion Photography field. There’s a thing to be said about working in a complex and wringing environment, which takes you a higher capacity than those who work in more comfortable climates. The Nigerian experience is unique, and one sad but fortunate phenomenon is that because of our limitations, lack of access, appreciation, opportunities, and acknowledgment, we are forced to push to be better so we can be relevant. So many photographers here are end-to-end; we ideate, produce, cast, light, shoot, edit, and manage all the content we make.
So we end up being so versed in the nitty-gritty of the work that we can stand toe to toe with anyone else in the world comfortably and stand tall. We are still growing in acceptance, and as such, the art is just being considered for formal education, but there are a lot; in fact, Lagos itself is supersaturated with amazing professional photographers who will shine if given the opportunities on a global scale.

Ariel SU: Your work’s uniqueness comes from the original use of colors and light. You are giving a very African- Back to roots style by using clothes, positions, and light. Is it vital for you not to lose the African artistic style while there’s such a solid occupying modernist style in the international photography field?

Lex: I appreciate your identifying my style and articulating it so well. However, I don’t go out of my way to get my work to look African or “Back to roots,” as you describe it – I just do it. I create as it comes to me, and I feel everyone has a unique perspective based on their individual experiences and what they see daily. And this is what influences my style: my daily experiences. However, I don’t see myself relinquishing my style no matter where I am, especially as it is what I am, not just what I do.

Ariel SU: Can you point out the one thing you will never give up in your photography sessions? Something essential for creating your unique touch. (It can be a special Lens, your favorite gear, or even your coffee 🙂

Lex: I think one thing I won’t give up is trying new things on every set. Whether it’s a new lighting or a new perspective. I also really love my 50mm lens (and perspective). I feel it’s super handy and versatile in a way no other lens can be. It’s the focal length I use the most to date.

“I challenge myself to come up with a creative idea on every shoot I do, no matter how insignificant or subtle. It helps to push me to be different on each set. Thankfully, my clients are graceful enough to encourage my “bad behavior” in that regard, haha…”

Ariel SU: Are there any special techniques used in the studio? For example, with light, gear, etc.? Are you usually using Fuji’s equipment? (I saw you sometimes recommend their cameras and lenses.)

Lex: I do this thing where I challenge myself to come up with a creative idea on every shoot I do, no matter how insignificant or subtle. It helps to push me to be different on each set.
Thankfully, my clients are graceful enough to encourage my “bad behavior” in that regard, haha! And I’ve used equipment from multiple brands over the course of my career, starting first with Canon, then Nikon for years before getting back into the Canon system again. But my current obsession is the Fujifilm XT4 – I got it because I wanted to try to renew my love for shooting on the go, and Fuji has done that and way more for me in the past few months. I currently use both the Canon R5 and the Fuji XT4 cameras for my work.

Ariel SU: Tell us about the post-processing. What programs are you using? Are you doing the post editing yourself?

Lex: My post-processing flow is simple: I run all my images through Lightroom, select, color grade, export to Photoshop, retouch and finish, then save back into Lightroom and export from there. Lightroom helps me keep all my images organized. My Lightroom library dates back to 2015, I think; lol. And yes, I do all my editing myself, except I’m super overwhelmed with work, then I have one or two of my mentees assist with the retouching. But I still insist on color grading myself. This happens only once in a weird while.

Ariel SU: You are also making excellent music.
I personally really enjoyed! When did you start making music, and how do you see the connection between music and photography?

Lex: You are very kind to have checked out my music and that you also enjoy it. Thank you so very much. I started making music officially in 2019. It came at a time when photography was becoming somewhat a chore, and I needed another form of artistic release. It helps keep me balanced now, and I really enjoy the process of making and performing it. The connection is actually as is – a projection of myself and my experiences through two different mediums, first images and now music.

Ariel SU: What professional developments would you like to see in the future? What do you wish for yourself? What do you wish for the young Nigerian photographer?

Lex: Regarding professional developments that I’d like to see, I’d love to see more opportunities created for creatives in Nigeria and Africa as a whole. For myself, I’d love to explore options and travel all over the world, creating experiences and capturing priceless memories and images, but in the long run, I want to create a bridge for Nigerian creatives to connect with the rest of the world. I really want better for my people and wish our brilliance is acknowledged, appreciated, respected, and paid for worldwide. For the young Nigerian photographer, I hope you will be heard, you will be seen, you’re paid, and you are inspired just as you inspire.

Instagram: @thelexash
Website: direct.me/thelexash
Music: @lexashofficial
Events: @thelexashlifestyle

See the full article in Lens Magazine Issue #94