Magazine Article


Out on a Lim
Dan Lim's Fashion and Beauty Imagery Pushes the Photographic Envelope

close up of model's face
© Dan Lim

woman in black room under light
© Dan Lim

woman leaning on Jaguar
© Dan Lim

woman in fur coat
© Dan Lim

woman in chair
© Dan Lim

Marketing Savvy
Lim has pulled together a top-notch team to help run his studio and get his message out. "Suzy Johnston is my rep/manager—she handles the sales and marketing and follows projects from start to end," he says. "I have a first assistant, who helps with the studio, photography, and digital aspects; an accountant and an attorney; and suppliers. We also build teams pulling from the best freelancers—stylists, hair and makeup artists—to match the right talent to the right project."

Lim uses a mixed bag of marketing approaches, including his website and e-newsletters to clients. "We promote our work through many vehicles to reach as many people as possible."

The year 2005 was a busy time for Lim, right through year-end, including his recent shoot for the Canadian Olympic-wear line for Hudson's Bay Company (HBC), one of Canada's oldest and largest retailers. His next project: a 16-page self-promotional insert in the January/February 2006 issue of Applied Arts Magazine.

A veteran in the industry, Lim has an interesting perspective of its pitfalls and rewards. "So many photographers undervalue themselves, their time, and their talents," he says. "We as a profession are our own worst enemy. It's great to be in a 'creative' business, but let's not forget that it is still a business. Practices such as relinquishing image copyrights and undercutting prices only contribute to the attitude that photographers are a dime a dozen."

Lim has stayed true to his own vision and sensibilities, which has kept him on clients' A list throughout his career.

"I still get an incredible rush when I transform the images in my head and see them manifest themselves in print," he says. "That's what keeps me going."

For more Lim images, visit