We live in a digital age that often encourages an unhealthy perfectionistic view of the human body. Having a space to celebrate real bodies, no filter required has never been more vital. Nuovo Photography is proud to provide beautiful and welcoming spaces to capture authenticity through a loving lens. Their proprietary approach to professional photography is aimed at feeding the soul of its subjects. Nuovo currently has four locations in Canada and its third American venue to be opening in June. This Montreal-based studio is set to expand its footprint further on its mission of spreading empowerment country-wide.
The individualized, supportive ethos of Nuovo Photography is one nearly entirely lost in the digital age due to the combined and pervasive impacts of cell phone photography and social media. Situated securely outside any competitive or comparative attitudes about modern portraiture, Nuovo’s whole approach is founded on designing a space where guests can embark on their personal journey of self-appreciation. With an award-winning team of photographers guiding each guest, being in front of the lens becomes intuitive and harmonious. Nuovo offers its guests a personalized, emotionally transformative experience memorialized through stunning images.
Catherine Théoret, president of Nuovo, knows firsthand that the trust of Nuovo’s guests is of paramount importance. “We are a team of women who understand and validate their emotions,” she emphasizes. “Our guests need to feel liberated, appreciated, and that we have listened to their fears.” By starting from a position of positivity and full support, Nuovo encourages guests to freely express themselves. This open mindset brings out the true beauty of their guests and provides them with an unparalleled photography experience. Often, the Nuovo experience offers clients a newfound perception of themselves. This positive self-image empowers Nuovo’s guests beyond the studio doors and integrates confidence into every corner of their lives.
The delight is very much in the details at Nuovo. Guests are greeted at the door with a beverage of their choice. Professional in-studio hair and makeup services are offered, all done with Nuovo’s signature method of maximizing favorable light. Their proprietary system in the private studio is one built on the transformative power of not just acceptance, but active celebration of every client’s differences. Components that they had considered to be flaws are highlighted as the beautiful features that differentiate them. Characteristics that perhaps have been negatively viewed by others are approached as the guest’s most inimitable reflections of individuality. In many ways, a Nuovo shoot is like a date with oneself and, upon departure, every customer leaves with a rose.
It says much that, in the age of iPhone photography brick-and-mortar studios have become obsolete, Nuovo has had continual success. They have even been able to position themselves as THE place to get special photos that would not have been possible elsewhere. Catherine brims with both gratitude and awe at the metamorphoses she has witnessed, particularly amongst Nuovo’s majority female clientele. “Thoughts that are ingrained in us by society, family, and other people we care about become these messages about what women should and shouldn’t do anymore,” she reflects. “But it’s just a story society has told us. We don’t have to accept it. I think it is so important to tap into that feminine energy and to help women remember that they can do anything they want.”
Nuovo is committed to providing a welcoming and inclusive atmosphere for guests of all kinds, including men, members of the LGBTQ+ community, and any individual in need of self love. With a 98% female customer base and female-only studio staff, Nuovo has a unique sensitivity toward the celebration of women. Nuovo offers three predetermined photography collections: “Life” geared specifically toward expectant mothers, “Passion” to capture the unique charisma between romantic couples, and “Self-Love” for reconnecting with one’s unique beauty.
Catherine sees photography as merely the medium through which Nuovo is serving its most important purpose: to be a catalyst for change in women’s lives. “We are a therapeutic company,” she shares, “and all we are interested in is how to support more women, how to change more lives for the better.”