Tony Peniche is an anti-Hollywood photographer and Portland’s leading man—a man who gets his kicks breaking traditions. His work is bold and in your face as he creates over-the-top images that ooze sex appeal and attitude.
With a mostly female clientele, Peniche works with some of Portland’s sexiest and most sought-after models. From the beach to the desert to the downtown city streets, he always finds ways to capture timeless images.
Before photography, Peniche worked as a fine artist—he began showcasing his work in galleries at 12 years old. His sister (Kari Ann Peniche) was a former beauty queen who did a stint on Celebrity Rehab after battling drug addiction.
His sister’s appetite for destruction was a wake-up call for Peniche, and he quickly learned he wanted no part of the Hollywood scene.
“I’m sort of like everyone’s daddy,” Peniche said. “I like keeping everyone inspired and focused.”
After watching Darren Aronofsky’s 2000 film Requiem for a Dream, Peniche immediately began sketching designs. Shortly after, he was interning for world-renowned fashion designer Bill Blass.
In 2007, Peniche took inspiration from his sister and developed a successful clothing line, Killing Beverly. His collections have been featured in a number of retail clothing stores around the world. Peniche was named fashion designer of the year at the 2012 Portland Fashion and Style Awards.
But despite his achievements, Peniche fell victim to embezzlement and lost nearly all his earnings. After a six-month break to reflect on his life, he decided it was time for a major change, and he made the transition from fashion designer to fashion photographer.
When he’s not traveling to cities like New York and Milan, Peniche works from his Portland studio and considers the Rose City home. When asked if he has plans to expand, the 27-year-old said he prefers the relaxed environment of the Northwest and has no intentions of packing up.
“I don’t want to be like everyone else,” Peniche said. “Portland is my home base, and I want to bring the attention here.”
Sitting in his spacious studio, Peniche gave his best tips on how to succeed in the brutal fashion industry.
“Be stubborn and treat every class project as a portfolio piece that you’ll be able to show your clients someday,” he said. “It’s important for those who want to break into this industry to take the chance to grow while in school, and not just attempt to [meet] the basic goals of the assignment.”
The self-taught photographer also pointed out that you don’t need a lot of money to create a vision—just a lot of motivation.
“I’m a solo artist and enjoy working that way,” Peniche said. “This is an incredibly competitive industry, and if you don’t understand your own personal brand neither will anybody else.”
Recently, Peniche set out on a three-day excursion to Oregon’s Alvord Desert with stylist Leah Darling, cinematographer Micah Cruver and makeup artist Kelli Gassaway. His aim was to create a fashion shoot that juxtaposed New York’s trending fashions with the open plains of the desert.
“I wanted to eliminate all elements of the Northwest feel, and the vast and uncivilized desert was the best way,” Peniche said.
He captured a series of up-close and distant photographs. Surrounded by a bold blue sky, fluffy clouds and a cracked white pavement, the scenic area perfectly complemented flowing gowns and more structured pieces.
One of Peniche’s signature characteristics is to explore the different uses of shadows and light, which he managed to do by visually exaggerating important aspects of the Oregon desert—for example, using a solid white wall to capture shadows. The backdrop of the Alvord Desert gave Peniche the opportunity to play with the proportions and silhouettes of the garments.
Opting for fluidity rather than architecture, Peniche realized the overall look he wished to achieve, going for a “fish out of water” vibe. To deal with the wavering temperatures of the desert, Peniche hauled along Arctic sleeping bags to keep his crew warm at night. Despite the forecast, he left with a blistering sunburn.
Having worked in the fashion industry for seven years, Peniche is dedicated to breaking waves and pushing boundaries. In addition to designing clothes and shooting beautiful people, he also works part-time as a business developer.
But Peniche always strives for something bigger.
“I definitely don’t feel that photography is my only purpose in life,” Peniche said. “I feel I’m destined for something greater.”