Fashion and art photographer Julia Buruleva c/o ROCKENFELLER & GÖBELS, known for her striking self-portraits, presents a captivating visual dialogue between identity and architecture in her latest series “Echoes of Identity”, shot in New York City.
“In New York, everyone wears a dozen faces,” Julia says, reflecting on the layered roles and personas in the metropolis. “Final chapter of my #ArtExpedition in New York – a surreal encounter between identity and architecture.” Inspired by surreal masks she first discovered on Instagram — previously worn by stars like Beyoncé and Jennifer Lopez — she immediately knew NYC would be the perfect setting to bring these unique designs to life.
“When I first saw these surreal masks on Instagram, I instantly fell in love. Not surprising — they’ve been used by @beyonce, J.Lo @jlo, and other stars. So when I landed in New York, I immediately wrote to the designer @heidi_337 – I couldn’t imagine a better place than NYC to shoot with them.”
The photographs, creatively directed by Julia herself, feature model Caitlin Branigan in a striking fusion of mask, costume, and urban backdrop. Retouching was handled by @vitaliifidyk_retouch. The result is a fashion-forward, surreal, and deeply thoughtful series that mirrors the multifaceted identity of New York and its people.
“Echoes of Identity” is more than a photo series — it’s a visual chapter about diversity, disguise, and self-discovery in the urban jungle of New York.
Designer Heidi Lee is an award-winning artist and RISD graduate whose avant-garde creations have been worn by stars like Beyoncé, J.Lo, and Lady Gaga — and featured in publications such as Vogue, Interview, and The New York Times, as well as in international exhibitions.
Julia Buruleva c/o ROCKENFELLER & GÖBELS is a Barcelona-based Russian photographer and art director, known for her conceptual work. Her projects combine photography, performance, and installation into surreal visual worlds — often featuring herself as the model. Her work has been published in international magazines such as L’Officiel, InStyle, and Rolling Stone, and exhibited in renowned galleries around the world.
