Marcelo Cantu has always been ahead of the trends.
“I didn’t have much of a social life in middle school or high school.
All of my time was spent watching YouTube tutorials,” Cantu tells me.
“The first camera I used was a portable Canon and eventually I upgraded to a Nikon D80.
Thats when I started capturing a few friends and family members.
We’re tucked inside Cantu’s private studio in Los Angeles.
A still from a KKW x Kylie Campaign
“This place helps keep me inspired and it challenges me to continue transforming.”
You used to be able to flip through magazines and it felt like cinema,” Cantu recalls.
Since 2015, his “eye” has continued to elevate the stunted standards of beauty.
Marcelo Cantu
While attending Parsons School of Design, he was building his portfolio across social media.
Through a series of DMs, models, actors, and founders clamored for his meticulous edit.
Soon after, he booked projects with Kim Kardashian, Patrick Ta, and Maybelline.
Marcelo Cantu
Theglossy, incandescent shimmer trendthat dominated 2015-2016?
Theglacial, surrealistglamour that inspired more than a few makeup brands?
Hes worked with everyone fromKim KardashianandShay Mitchellto theCity GirlsandMegan The Stallion.
Marcelo Cantu
They were multifaceted and weren’t afraid of embracing individuality.
Before the industry pivoted there were all thesestandards that beautywas expected to conform to."
Cantu is candid about some of the resistance he faced as a rule-breaker.
Cantu’s boundlessness reflects a generation of artists uninterested in labels or limitations.
In 2020, after a personal awakening, Cantu became more discerning about the projects he worked on.
“For so long, across photography, there was just one beauty ideal.
