Yannis Bournias is a Greek photographer with a long career marked by a diverse array of subjects, from intimate portraits to expansive landscapes. His work is characterized by a deep connection to storytelling. In 2014, he channeled his love for photography, typography, and travel into the creation of NOMAS Magazine, a publication celebrated for its artistic exploration of different destinations and cultures.
What inspired you to pursue a career in photography?
The truth is, when I started taking photos, I wasn’t thinking about a career prospect. Inspiration came from photography itself and the expressive possibilities it offered as an art form. It captivated me. Taking photos is a solitary process. The photographer is always alone, behind the lens. Choosing the frame, the light, they capture a moment and create something magical from scratch. That’s what drew me in.
Can you share a pivotal moment or experience that shaped your journey as a photographer?
There wasn’t one defining moment that shaped my journey. I’ve had a mix of wonderful and challenging experiences. Before I began publishing my work, I spent days at home, alone, building my portfolio after returning from London to Greece. I immersed myself in experimenting with still life photography, to the point where I accidentally set fire to the wooden floor while trying to capture a perfume emerging from flames. I was having such a great time that I could have set the house on fire and not even noticed.
Later on, the photos from this portfolio led me to do my first advertising campaign for dog collars, which I naturally hated. That was a low point. But the same portfolio also landed me the column “Nostimes Meres – Recipes and Stories by Dimitris Potamianos” in the Symbol magazine, which later became a beautiful book by Kastaniotis Publications. That was an excellent moment.
Moreover, I cherish the numerous photo shoots I did for NOMAS, where I finally had the freedom to photograph as I dreamed. I’ll always remember the first fashion editorial for the Athens issue with stylist Manos Tzotzos, the fashion shoot with Muscovites in the snowy streets of Moscow in 2017, the portrait of actor Alekos Alexandrakis, and the first photo shoot of actress Maria Nauplioti. Stressful moments, like during the shoot with Theodore Kouratzis, and many others.
From personal photographic moments, I cherish the first analog photos I took of my son, which are truly unforgettable. As well as a photographic project I created in 2016 for a solo exhibition in Milan, featuring my father.
How would you describe your photography style in three words?
Instinctive, cinematic, impulsive.
What motivated you to create NOMAS Magazine? What is the mission or vision behind it and how do you choose the themes and destinations for each issue?
NOMAS came to life during the economic crisis of 2014, a challenging period for Greece where artistic expression was greatly needed. The magazine emerged to fill that void. I must credit my wife, Lina Stefanou, a poet, journalist, and my collaborator since day one, for her invaluable contribution. Additionally, the expertise of Yiannis Karlopoulos, one of Greece’s top creative directors, has been instrumental in shaping NOMAS.
Over the past decade, NOMAS has revolutionized the presentation of art, bringing it to the forefront in a simpler and more contemporary manner. It serves as a platform for young artists, fostering communication and collaboration. Each issue is a fresh narrative and a new challenge, blending high aesthetics, fashion photography, art, poetry, travel diaries and innovative design. It is a magazine that, as they tell us, manages to transport the reader to every destination it features.
Could you share one of the most memorable places you’ve visited and worked for NOMAS Magazine, and what made it stand out to you?
I would say Scotland and Provence stand out the most. Scotland’s landscapes are truly unique, like something out of a fairy tale. You can easily see why J.R.R. Tolkien found inspiration for “The Lord of the Rings” there. On the other hand, Provence, in the beautiful south of France, offers a delightful blend of art, culinary delights, bohemian culture, charming architecture, and serene natural surroundings. During our visit to Arles for the last issue of NOMAS, I felt a connection to the city that made me consider it as a place I could call home.
Your photography journey has involved exploring different aspects of art and history in various locations. How do you integrate art and historical elements into your photography projects, and how does this influence the storytelling aspect of your work?
Photographically, I’ve always relied on instinct, and it continues to guide my work. My deep appreciation for history and artistic sensitivity naturally seep into my photography. The story of a place often begins with its architecture—the buildings themselves narrate tales of bygone eras. Whether it’s a palace wall in Andalusia revealing traces of Moorish influence, a Greek inscription in an Orthodox church in Moscow, or the haunting bullet holes in the buildings of Beirut, each element speaks volumes.
In NOMAS magazine, our fashion editorials frequently draw inspiration from the rich history of the locations we visit. For instance, during our shoot in Crete, we ventured into the White Mountains, capturing the essence of the men who preserve tradition by grazing their herds and singing ‘rizitika’. In Provence, we paid homage to Cezanne, who once called Aix En Provence home. Collaborating with photographers and artists, alongside our Fashion Creative Director Nikos Yfantis, we aimed to translate the essence of Cezanne’s art into fashion. These are just a few examples among many.
“I believe readers are mostly captivated by the connection we establish with each location, whether through our photographs or accompanying narratives.”
Looking ahead, what legacy do you hope NOMAS Magazine will leave in the photography and publishing industry?
NOMAS carved out a path in Greece that hadn’t existed before. When we started, many in the advertising industry didn’t grasp our vision, which is often the case with pioneers. Thankfully, there were individuals who believed in us from the beginning and continue to support us. I believe we introduced something fresh to the Greek market and stood tall against international publishing giants.
An endorsement from Maria Grazia Chiuri, the Artistic Director of Dior, further validated our mission. After receiving a copy of NOMAS from Lina Stefanou at a press event in Greece, Chiuri remarked to her colleagues that “most magazines will disappear in the future and only magazines like this will survive.” Such affirmations reassure us that we’re on the right path and making an impact.
NOMAS has already made its mark on the Greek market, not only as a publication that celebrates photography and art but also as a periodical with substance and relevance. Our commitment to innovation, surprise, and uniqueness in each issue has been our driving force. It’s a collector’s item—a “mook,” as the French say (a blend of magazine and book)—that readers want to treasure in their libraries. This is our legacy, and we’re determined to continue expanding it.
How do you perceive the current state of the photography industry, particularly in the digital age? What do you think is the most interesting thing happening within photography now?
Perhaps the most interesting thing to happen in recent years is the return of film! Despite the dominance of digital and AI technology, photographers and publications, particularly abroad, are rediscovering the charm of film. In Greece, however, many companies, traditional magazines, and advertisers have been slow to recognize these shifting trends, though thankfully not all.
Digital photography offers convenience and cost-effectiveness, which is undeniable. However, after two decades of digital dominance, we’re witnessing a growing number of artistic photographers, myself included, returning to film for important projects. It’s unfortunate that film companies have significantly raised their prices, making it challenging for new photographers to afford and experiment with film.
How has your Greek heritage influenced your artistic vision, and what aspects of Greek culture do you find most inspiring to capture through your lens?
Greece is deeply rooted in me. It has been and continues to be an endless source of inspiration.
What draws you to stay in Greece, and how does the city of Athens inspire your creativity and artistic expression?
Living in Greece is wonderful. We enjoy the most beautiful light, great weather, and Athens is a bustling hub of diverse cuisine, offering endless delicious options to explore—both literally and figuratively.
What do you enjoy doing in your free time?
Taking pictures, swimming, and going to the movies!
What’s next for you this summer?
NOMAS Publications has just released an outstanding album by Dimitris Papaioannou, titled Sketches from Life – Anafi. It will be available in bookstores and other locations nationwide starting April 29. Additionally, in June, we’ll launch the summer issue of NOMAS, dedicated to a fantastic destination.
Alongside these projects and my work as a professional photographer, I hope to find time this summer to finalize a personal photography project that I began a year and a half ago. The aim is to prepare it for an exhibition.
