Arief Ointoe Wants Fashion Photography to Feel More Human
He believes the most memorable images begin long before the camera clicks, and his work shows why
- Indonesian photographer Arief Ointoe is helping redefine Southeast Asian fashion photography through portraits that celebrate individuality and emotion.
- He believes the region’s creative industry is entering a more confident era, with greater conversations around diversity and representation, while calling for more opportunities for emerging creatives to take risks.
- Arief hopes to document more stories across Asia, creating timeless photographs that preserve identity and give greater visibility to people and perspectives that deserve to be seen.
A different way of seeing
Across Southeast Asia’s fashion industry, Arief Ointoe has built a reputation for finding beauty where others might overlook it.
The Indonesian photographer has become known for portraits that balance intimacy with striking visual precision, while his work as Founder, Head of Scout, and Creative Director at Jakarta’s IVY Models has helped champion a vision of beauty through one of Indonesia’s leading boutique modeling agencies.
Since its founding in 2017, IVY Models has carved out a distinct identity by celebrating diversity and unconventional faces, values that closely align with Arief’s own creative philosophy.
Whether he’s behind the camera or helping discover new talent, his work is rooted in the same belief: individuality will always outlast perfection.
From reality television to the real world
Before Arief was photographing editorials and helping shape one of Indonesia’s most progressive modeling agencies, he was paying closer attention to America’s Next Top Model than most viewers probably were.
“I was obsessed with the photoshoots more than the competition,” he says. “Seeing how images were made made me want to create my own.” The fascination stayed with him long after the credits rolled.
“I got my first digital camera in middle school and started photographing my sister, then my friends, then pretty much anyone around me. Somewhere along the way, I realized this wasn’t just a hobby anymore. It was what I wanted to do.”
It is an origin story that feels almost accidental, though his career has been anything but. What began with curiosity eventually became a profession built on an instinct for capturing people beyond first impressions.
Photographing personality instead of perfection
Fashion photography often celebrates perfection. Arief is more interested in what exists beyond it.
“I’m fascinated by form, especially the human form, with all of its strengths and imperfections. Building a personal connection with the people I photograph is very important to me.”
Rather than rushing into a shoot, he prefers to spend time talking with his subjects first. The conversation is not simply a warm-up. It becomes part of the creative process.
“I want to capture their emotions and individuality because every person has a different story, perspective, and beauty,” he says. “My goal is to portray each subject in a way that feels unique to who they are.”
What emerges is photography that feels deeply personal. His portraits allow expression to emerge naturally instead of forcing it into predetermined poses. There is discipline in the composition, but also room for spontaneity, making each image feel specific to the person standing in front of the lens.
A new era for Southeast Asian fashion
As Southeast Asia’s creative industries continue to evolve, Arief believes the region is entering a more confident chapter.
“It’s becoming more open, more diverse, and way more confident in its own identity,” he says. “Conversations around body positivity, gender, and self-expression are finally taking up space.”
For years, many fashion industries across the region looked outward for validation, often measuring themselves against Western standards. Increasingly, however, Southeast Asian creatives are defining success on their own terms, embracing local perspectives and expanding ideas of beauty in the process.
Arief welcomes that change, but he believes the industry’s future depends on something even more important than representation.
“What I’d love to see more of is people taking bigger creative risks and giving younger creatives real opportunities. Fresh photographers, stylists, makeup artists, models. New perspectives are what keep fashion exciting.”
It is a philosophy that extends beyond photography. As a creative director and talent scout at IVY Models, Arief is also helping shape the next generation of fashion talent, encouraging individuality not only in front of the camera but behind it as well.
Images that last
Despite a growing portfolio, his ambitions remain remarkably grounded. He hopes to continue documenting people across Asia, particularly in Indonesia, where he believes countless stories remain untold.
“I want to keep documenting people across Asia, especially Indonesia,” he says. “There are still so many stories that deserve visibility.”
His goal is not simply to create images that resonate in the present, but photographs that continue to hold meaning years later.
“I hope my photographs will remain timeless images that continue to resonate with people, evoke emotion, and hold meaning even many years from now.”
As Southeast Asia continues to define its place on the global fashion stage, Arief Ointoe’s work offers a reminder that the strongest images are often the ones that allow people to be fully seen.
Photos courtesy Arief Ointoe
Frequently Asked Questions
Arief Ointoe is an Indonesian fashion photographer and the Founder, Head of Scout, and Creative Director at IVY Models, a Jakarta-based boutique modeling agency.
Arief Ointoe’s photography focuses on capturing the human form, authentic emotion, and each subject’s unique personality. He prioritizes building trust with the people he photographs to create images that feel natural and personal.
IVY Models is a boutique modeling agency and talent management company based in Jakarta, Indonesia. Founded in 2017, it has earned a reputation for championing diversity and unconventional beauty within the Indonesian fashion industry.
Arief believes Southeast Asia’s creative landscape is becoming more diverse, confident, and open to conversations about body positivity and self-expression. He also hopes to see more opportunities for emerging photographers, stylists, makeup artists, and models.
Arief hopes to continue documenting people across Asia, particularly in Indonesia, where he believes many important stories are still waiting to be told. His goal is to create timeless photographs that continue to evoke emotion and remain meaningful for years to come.
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