Kerstin Hammerschmid is not only a photographer but also the founder of KHX, a rave wear brand born from her love for fashion and techno culture. She also co-founded Studio 245, a creative space designed to support other artists. In this interview, she shares the highs and lows of freelancing, the challenges of building a business with a friend, and how she balances commercial work with her personal creative vision. Whether through fashion, photography, or DJing, her goal remains the same. She wants to create art that resonates, inspires, and leaves a lasting impact.
Kerstin Hammerschmid’s Early Inspiration for Photography
FAB: Growing up in a small town in Upper Austria, what were some of the early influences that shaped your passion for photography?
Kerstin Hammerschmid: One of the biggest influences was my sister. We spent every free minute planning photo shoots together. Our home was surrounded by nature, and since we couldn’t go anywhere else, we started doing photo shoots to spend our time. I remember that we once dragged a heavy sofa chair into the forest and did a shoot with it in the middle of blueberry bushes. Those moments sparked my creativity and taught me so much about light, composition, and the camera settings. Shooting with her laid the foundation for my journey into photography.
FAB: Advertising, fashion, and beauty photography are distinct yet overlapping fields. What draws you to these genres, and how do you approach them differently?
Kerstin Hammerschmid: I’m drawn to these genres because they each offer unique opportunities for creativity. Advertising photography is all about conveying a brand’s message and evoking emotions in the viewers eyes. The challenge is to create an image that resonates with the audience and leaves a lasting impression. Fashion photography, on the other hand, is about capturing the essence of style and movement. I love working with models, designers, and stylists to bring a vision to life. It’s more dynamic, often allowing for bold concepts and expressive visuals.
Beauty photography is more intimate and detail-oriented. It’s about capturing the nuances—skin textures, makeup, and expressions. Here I focus heavily on lighting and composition. While each genre has its approach, my goal is always the same: to catch the viewer’s attention and to create images that everyone is happy with, from the clients to the team involved in the project. Whether it’s for a company, a fashion brand, or a beauty campaign, I aim to create images that captivate and leave a lasting impact.
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FAB: How do you balance showcasing your personal style while also catering to the needs of commercial clients?
Kerstin Hammerschmid: My personal style is reflected in the compositions and lighting setups I create, which I consider my signature elements. In commercial work, especially for advertising shoots, there are often clear guidelines and a corporate identity to follow.
My goal is to blend these requirements with my creative vision, ensuring the final images stay true to the brand’s message while also incorporating my unique approach. Ultimately, I aim to make the client happy with the pictures—that’s what makes me happy, too.
FAB: KHX is an extension of your creativity. How do you align the branding of your rave wear and accessory line with your identity as a photographer?
Kerstin Hammerschmid: KHX is another way for me to express my creative vision. As a photographer, I pay close attention to light, composition, and details—this is reflected in my designs as well. Each piece I create is thoughtful and detailed, much like my photoshoots. My background in photography also helps me present the brand visually. I know how to showcase products and models to convey a specific mood or message. This creates a strong connection between my work as a photographer and the branding of KHX: both tell stories and aim to capture the viewer’s attention.
The Story Behind KHX: Creating Rave Wear During Lockdown
Kerstin Hammerschmid: I’ve always been a big fan of techno music and rave culture, and I loved going to raves. Fashion has always been something I’m passionate about, and rave wear, in particular, always fascinated me. I would watch people at raves wearing these incredible, well-put-together outfits with so many details, and it really inspired me.
During the COVID lockdown, I found myself really bored and decided to start making my own rave wear accessories, just to be “ready” for when we could go clubbing again. I ordered the materials, and my flatmate let me use her sewing machine. At that point, I wasn’t planning to sell anything; I was just making them for myself.
After the lockdown, I wore my designs to parties, and they caught people’s attention. They started asking where they could buy them, and when I told them I made them, they encouraged me to sell them. So, on June 2nd, 2023, I officially launched KHX with my first accessory collection. It included 5 chokers, 3 harnesses, 1 belt, and 2 leg harnesses.
Since then, I’ve also started creating custom-made, unique outfits that fit each person like a second skin, making them feel truly special and unique. At the beginning of December, I had the opportunity to organize the first major fashion show together with one of my DJ collectives, and it was a huge success.
FAB: Studying at Deutsche Pop in Vienna must have been an important chapter in your journey as a photographer. What was your experience like there, and how did it help refine your creative approach and technique?
Kerstin Hammerschmid: Studying at Deutsche Pop in Vienna was an important part of my journey as a photographer. When I started, I already had a lot of knowledge from my graphic design school and my internship assisting a photographer in New Zealand. Since their photography program began at a beginner level, I already knew most of the basics, so I didn’t learn many new things at first. That’s why I started planning my own test shoots and taught myself by just taking photos.
The bachelor year, however, was incredibly educational. We had to complete three major projects: a photo book, an exhibition, and a dissertation. These really helped me grow creatively and strengthen my skills. We also had classes in Berlin and Cologne, which was great because I met many new people who shared my passion for photography. It gave me new ideas and expanded my network.
A highlight for me was being one of only eight people selected to showcase my portfolio at the Truman Brewery in London. As the bachelor program was run through the University of West London, eight of us were allowed to be part of their final exhibition.
FAB: How do you draw inspiration from your environment, whether it’s your hometown, Vienna, or places you’ve travelled, like New Zealand?
Kerstin Hammerschmid: I draw a lot of inspiration from my surroundings. Whether I’m walking through my hometown, exploring Vienna, or traveling to places like New Zealand, I often find myself thinking, “Oh, this would be a perfect spot for a photo shoot.“ I even scouted a shooting location once from an airplane. While flying south from Vienna, shortly after takeoff, I spotted a high plateau nestled between the foothills of the Alps. A year later, my sister and I hiked up there to see it from the ground, and it looked amazing. Unfortunately, I haven’t had the chance to shoot there yet, but it’s definitely on my list!
I’m also inspired by people: how they dress, how they move, and the energy they bring. Observing these details helps me envision stories and concepts that I can translate into my photography.
Kerstin Hammerschmid: In the beginning, social media felt like a fantastic, free tool for creatives to showcase their work and connect with others. It gave me a platform to share my passion, reach a wider audience, and build my personal brand.
Nowadays, though, it can feel like a bit of a burden. There’s so much pressure to constantly post content just to stay “relevant.” It’s become less about creativity and more about volume, which I find disappointing. My motto has always been quality over quantity, so it’s frustrating to see how the focus on endless content has overshadowed the value of meaningful, well-crafted work. Despite these challenges, I still aim to use social media authentically—to share what I’m proud of without getting too influenced by the pressure to post constantly. For me, it’s about staying authentic and keeping the focus on the art itself.
FAB: From your experience in formal art education, how important do you think structured training is for young artists, particularly in the current age?
Kerstin Hammerschmid: I believe a basic education is essential, especially to understand the technical aspects of photography—like color theory, composition, and camera settings. However, when it comes to the creative process, I think you learn the most by doing. My biggest lessons came from assisting experienced photographers and simply experimenting on my own. The best way to grow as an artist is to keep shooting, exploring, and pushing your boundaries. I always try to experiment with different tools and light settings to stay in a creative process and avoid falling into a comfort zone. Recently, I even ventured into videography, which was a huge step for me since I hadn’t done it before. It challenged me in new ways and opened up fresh perspectives, which is incredibly important for growth.
FAB: Starting a business with a close friend is an exciting journey, but it also comes with its set of challenges. When it comes to Studio 245, how do you and Eli manage creative differences or disagreements in your partnership? Additionally, what are some of the challenges you’ve faced together while starting the studio, and how did you overcome them?
Kerstin Hammerschmid: Opening Studio 245 with Eli was one of the best—and also the most challenging—things that happened in 2024. We’ve faced a lot together, but our partnership works because we communicate very openly and honestly about everything. We’re both good at finding compromises, so we’ve never had a disagreement we couldn’t solve.
Starting the studio came with many challenges. First, there were all the bureaucratic tasks, like setting up insurance, internet, and electricity. Then, building the brand itself took time—developing our corporate identity, designing the website, and establishing our social media presence.
Another big challenge was getting the studio ready to shoot. It used to be an apartment, so we had to put in a lot of work: painting, cleaning, and organizing the space. One funny story was when we needed a fridge. We found one close to the studio and asked our landlady—who is the best landlady in the world and supports us constantly—if we could borrow her van. So, the three of us girls (a friend of mine was helping us) went to pick it up.
When the man opened the door, we could see he was a bit irritated, clearly expecting strong men to carry the fridge. But we managed to get it into the studio just fine! (There’s even an Instagram reel about it; we tried to document the whole renovation phase.) We even had to deal with cables hanging from the ceiling (and some still do, haha). We invested countless hours improving the studio, and we’re still fine-tuning things.
A significant ongoing time-consuming task is promoting the studio and finding sub-renters. We want to offer freelancers a space they can use regularly, which also helps us manage the rent. It’s a continuous effort, but seeing the space come to life and supporting other creatives makes it all worthwhile.
FAB: What advice would you give to others considering going into business with a close friend?
Kerstin Hammerschmid: If you’re considering going into business with a close friend, my biggest advice is to communicate openly and honestly about everything. You’ll be working together a lot, and it’s essential to address any issues that arise right away. Being able to talk things through is key.
Furthermore, be aware that starting a business takes a lot of hard work and long hours. It’s not all glamour—there’s a lot of behind-the-scenes effort. Eli and I haven’t known each other for long (we met in February 2024), but it feels like we’ve known each other much longer. We are literally the same in terms of thought processes. Occasionally I think of something, and she speaks it, and the other way around. We’re in sync like that.
We joke that we’re like an old married couple. We spend more time at the studio than at home (sorry, Daniel—Eli’s boyfriend!). But despite all the work, it’s the best feeling to have a business partner who’s also become such a close friend. Sharing the whole experience together has been wonderful and incredibly rewarding.
FAB: Family support often plays a crucial role in shaping one’s career, especially during difficult times. Were there any specific moments when your family’s encouragement or assistance made a significant difference in helping you overcome challenges in your journey as a photographer and entrepreneur?
Kerstin Hammerschmid: My family has always been there for me, especially when it comes to providing emotional support. There’s not one specific moment, but the constant encouragement and appreciation for what I do have been incredibly valuable.
My dad is also a business owner, so I’ve learnt a lot from him about how to run a business. He’s a genius when it comes to marketing ideas, and I’ve been able to support him with creative concepts in return.
Having that ongoing support has made a huge difference, not just in tough times, but throughout my entire journey. It’s reassuring to know that they believe in me and what I’m building.
FAB: Taking the move to full-time freelancing is a significant decision for any creative professional. What inspired you to take this step in November 2023, and how did you prepare for the transition?
Kerstin Hammerschmid: I’ve always dreamed of being a full-time freelancer, but I was also nervous about the challenges, especially the financial ones. It’s a big step, and I wasn’t sure how I’d handle it. In November 2023, I had a conversation with the agency I had been working for, and we decided to continue our collaboration on a freelancer basis. That moment marked the beginning of my transition to full-time freelancing.
By that time, I was already running my photography business alongside my part-time job, and I knew I’d keep getting work from the agency. But I also made sure to grow my network and connect with more people to keep projects coming in.
FAB: How do you envision the relationship between Studio 245 and KHX evolving in the future, and what role will each play in your overall brand development?
Kerstin Hammerschmid: Studio 245 and KHX are separate brands, but they definitely complement each other and will often overlap. I plan to shoot my KHX designs at the studio, which allows me to combine my love for photography and fashion in one place.
All my creative passions—whether it’s photography, designing rave wear, or DJing (yes, I’m also a DJ, haha)—fit together in some way. For example, I photograph my KHX pieces in the studio and then wear them when I DJ in clubs. Ideally, everything will come together as one big piece of art, with each part feeding into and inspiring the others.
FAB: As you continue to evolve in your career, what stories or emotions are you most excited to explore and convey through your future projects?
Kerstin Hammerschmid: As I continue to grow in my career, the stories and emotions I’m most excited to explore are those that create a positive impact on others. My biggest goal is to make people happy or inspire them through my work. Whether it’s clients who are thrilled with the new photos I’ve taken, people who feel more confident wearing my KHX designs, or those who have an amazing time during one of my DJ sets, it’s all about bringing joy and creating memorable experiences. For me, it’s not just about the art itself—it’s about making a difference in someone’s day and giving them a moment to enjoy.
