PATRICK DEMARCHELIER | PHOTOGRAPHER

As a teenager, Patrick Demarchelier used to charge his friends and family a few centimes each to take and retouch their photographs. Today, a portrait by Demarchelier – if he’s inclined to take it – will set you back tens of thousands of pounds. But don’t expect the blemishes to be airbrushed away: Demarchelier has now tired of what he describes as today’s “perfection-obsessed” society and the photographers and image-makers who “want to turn all women into models”.