Senderowicz, Boleslaw

He arrived in Argentina at the age of two. Coming from interwar Europe with few resources at the start, he found in photography a trade to support his family. In his self-taught training, the exchange with colleagues and his future research trips were fundamental. His education in visual arts, his taste for literature and music, connected him with various personalities and a diversity of works. Since the late 1940s, his works ventured into high technical and aesthetic demands. Over the years, his style gained identity and prestige. He managed to establish himself in the commercial field through the new genre of portraits of stars and entertainment personalities. In the mid-1950s, Senderowicz began producing for various editorial media, creating his own concept of fashion photography. His main innovation consisted of taking models to different outdoor locations, creating dissonances between the characteristics of the environment and the glamour of the designs. During these years, Senderowicz was part of La Carpeta de los Diez, a group of photographers, mostly from Europe, who met in Buenos Aires between 1952 and 1959 with the aim of promoting modernist experimentation within a conservative environment. By the late 1960s, in the context of the consolidation of modern consumption, the Senderowicz studio became a pioneer of Argentine advertising photography and carried out famous campaigns for various brands. In his studio, Boleslaw installed the first color laboratory in the city. Manipulation of negatives—re-framing, retouching, and photomontage—was essential in his work. Senderowicz investigated the development of technical specificity with meticulous and detailed work, achieving luminous nuances with exquisite sensitivity.