JESS CUEVAS: ART’S MULTIDISCIPLINARY MAESTRO
The term multi-media artist gets thrown around these days way too often, but nowhere is it more accurate than in describing the strong-willed and innovative creative—JESS CUEVAS. Known for his creative work in collaborations with WILLY CHAVARRIA; by day he is a freelance art director, primarily with Nike and more recently he has evolved into creative direction and layout work, producing stunning and innovative images that distort the limbs and proportions of his subjects.
The artist has been moulding a creative portfolio over the years, that would leave others salivating at the mouth.
Inspired by 90s aesthetics and the streets of Los Angeles, there is an air of authentic cool that runs through all his work. An essence that can’t simply be bottled, manufactured and replicated by anyone. It’s his experiences and love for the craft that shines through in the work that he produces.
Looking at his work, you can feel and smell the raw streets of LA. It’s this realness and grittiness that grounds his vision giving authenticity to a realm that at times feels like it is only catering to the select few.
PUNTO Y APARTE for Office Magazine, Images/ layout Jess Cuevas, Creative direction Jess Cuevas & Billy Lobos, Styling Billy Lobos, Shady wearing @balenciaga
In his work, you often see his connection with the Latino community, connecting with Chicanos, Latinos, and gender-fluid models that bring a sense of diversity and representation that is in no way tokenised. There is no sense of elitism or exclusivity in the imagery that he produces; something that can not always be said about the world of fashion.
GATA had the recent pleasure of talking to the artist about his origins and recent life in a post-COVID world. Touching on his first discovery of art, the difference in pace between LA and New York and his ongoing artistic development; check out what he has to say in this exclusive interview below.
Hey Jess, thank you for your time. Could you please introduce yourself to the GATA audience?
I am a multi-media artist, art director, and creative director, based in Los Angeles CA
When and why did your creative journey start?
I think my creative journey began to take form in high school. I used to paint and draw into the middle of the night. Time would just slip away. It was then that I realized that I am truly at my happiest when I am creating something.
Were you born and raised in Los Angeles?
I was born and raised in the Bay Area. I moved to Los Angeles in 2016 and truly felt so at home pretty immediately. LA is so giant and vast. The possibilities feel endless here.
Willy Chavarria New York - 9.14.22
PHOTOGRAPHY: Aj, CREATIVE DIRECTION: Jess Cuevas, MAKEUP : Selena Ruiz , MODEL: Kim
You are a clear example of a multidisciplinary artist": stylist, creative director, graphic designer—an innovative machine who doesn't like labels; of everything you do, what do you enjoy doing the most?
Most projects I take on are very different from one another. I am at a point where I prefer it that way. I don’t think I enjoy one way of working more then the other. They all engage a different part of me. When I feel a block in one form of my work I switch gears and try something else. It all works together in this really amazing way. I feel really lucky that way.
You have often worked with designer Willy Chavarria creatively and as a model...could you tell us a bit about some of these projects, your roles and what it has been like for you to be such an active part of Willy's collections?
My roles in my work with Willy change from project to project. We are a big group of creatives that all work together in different capacities depending on where the inspiration is coming from. I most recently creative directed the visuals that went into his latest show “Please Rise SS23” The shoot was meant to feel like a dream. A dream that the world we knew was ending and the next was beginning.
The last few years of working so closely with Willy have been beautiful. I have pushed myself to work really hard creatively. I have learned how to manage my time effectively. I have met people that inspire me and respect me, who I will hopefully know forever. For Willy’s show “Cut Deep SS22” he asked me to be in the show and I was shook. I had never really been in front of the camera like that. I was flattered but super nervous. I worked through the nerves and did it and realized the importance of the casting that goes into these shows. It’s real. We are real. People can see themselves in us.
PLEASE RISE SS23 FOR Willy Chavarria
IMAGES Monibelle & Aj
CREATIVE DIRECTION & LAYOUT Jess Cuevas
MODELS Marcus Correa & Michael
MAKE UP Selena Ruiz
How did you meet each other?
I was very interested in Willy from the first time I saw the brand and the message behind it. Then in 2020 when the lockdown had just started I made artwork for him inspired by his show called “Love Garage” I messaged it to him and that started the beginning of a beautiful friendship and from there the creativity started to flow freely.
Your main field of work is fashion, working in Los Angeles and New York, where there is a lot of competition but also where the most exciting things happen; what do you enjoy most and least about it?
I don’t believe in competition. I always try to believe that there is enough for everyone. That belief system helps in a world where we so often fall into comparing our experiences to others, especially through social media. I think if that concept is hard to grasp social media can kill creativity. I enjoy the very different paces that LA and New York offer. My life in LA has a very distinct routine. I can make it fast-paced or choose to slow it down which I enjoy very much. New York is just fast, the pace and the energy are unmatched which pushes me to my limits. I learn a lot from my time in New York. I grow faster.
TOTAL DISTORTION REMIX for Dahc Dermur Viii
Wearing Burberry SS23 , Photo edit/ layout Jess Cuevas
ANNA - WEARING Balenciaga, IMAGE BY Betsy Johnson_ & Raphael Bliss, LAYOUT DISTORTION Jess Cuevas
MICHELE LAMY - TOTAL DISTORTION REMIX
Creative direction / photo edit Jess Cuevas
Photography Danielle Levitt , For Matches fashion & Rickowensonline
Distortion image for HONEY @honeyfuckingdijon , Photographer Ethan James Green
Stylist Dara , Hair Lucas A Wilson , Makeup Kuma, Image distortion Jess Cuevas
You are super creative; everything you touch has a very unique style never seen before, whether it's creative direction or graphic design. What are your primary sources of inspiration?
My primary source of inspiration is usually what I see immediately around me. I am very inspired by the landscape of Los Angeles. I am forever inspired by the ’90s visually. I love the streets. I love over-the-top elegance. I like to mix that all up into one vision that feels very real but just a little bit untouchable.
Which contemporary artists are exciting for you at the moment?
Moni Haworth, Danielle Levitt, Laura Fuchs, Dorian Ulises Lopez Macias, Torso Solutions, Ricky Alvarez, Anthony Trevino, Robert Escalera, Eric Johnson, Sakura Bready, AJ Wilson, and Jack Henry Bridgland.
If you could collaborate with any artist or creator in the world, living or dead, who would it be?
I would love to work with Torso Solutions. I am obsessed with the way they see high fashion, it’s so sexy and playful and fast. There is also a level of tech that they use that is so opposite to the way I work. I’d love to see the process.
Is there any project you are working on now and want to tell us about?
There is but I can’t tell you even though I really want to.
Images avobe
For Willy Chavarria
Creative Direction Sakura, Art direction Jess Cuevas, Styling Sakura & Jess Cuevas , Photography Trevino, Hair by Sean Fears
Makeup Pauly Blanch, Nails Nail Jerks
Models Sarita & Llorarygritar
Editorial exclusive for @officemagazinenyc