Jimi Urquiaga's portraits prove drag artists have mainstream appeal

My name is Jimi Urquiaga, and I’m a creative director and stylist with over 10 years of experience in the fashion industry. After spending a decade in fashion, I found myself seeking a new artistic direction, and around that time, I began to explore drag. This reinvigorated my passion for creative expression, particularly in design, makeup, and hair, reminding me of the whimsical visuals that initially drew me to fashion, such as the work of John Galliano and Pat McGrath for Dior, and Alexander McQueen’s iconic collections and runway shows. Through this exploration, my drag persona of Missleidy Rodriguez was born.

During a period of creative stagnation, I had an epiphany: Instead of photographing fashion models, I could shift the focus to myself in drag. This allowed me to explore the theatrical and camp elements that I felt were missing in the fashion world. As I experimented with this new direction, I began capturing my peers in the NYC drag scene, approaching each shoot with a different theme. I would cast talent based on the concept and give them the freedom to interpret the look in their own way. Some shoots were intimate, with as few as three people, while others involved as many as 156 drag and queer individuals.

These projects quickly gained attention, with features in publications such as PAPER, Dazed Beauty, Them, Condé Nast Traveler, and Gay Times. My goal with these shoots was not only to highlight the incredible talent within the drag community, but to also demonstrate to brands that drag artists are powerful assets for beauty campaigns, commercials, and films. Drag is not confined to bars — it belongs in the mainstream.

Beyond the press and recognition these series received, one of the most fulfilling aspects of my work has been the creation of a visual time capsule that captures the vibrancy of the drag and queer scenes in New York City. By documenting these moments, I have been able to preserve and share a snapshot of this dynamic, ever-evolving community, which continues to play an integral role in shaping culture and pushing boundaries.

As I reflect on the impact of these projects, I remain deeply motivated to continue my work, seeking new ways to elevate drag and queer representation within mainstream media.

Arranged for Out by Nikki Aye, Digital Photo Editor. Follow Jimi Urquiaga on Instagram @jimi_urquiaga.

CLASH OF THE PRINTS

CLASH OF THE PRINTS

CLASS OF 24

CLASS OF 24

CLASS OF 24

DRAG STORY TIME

DRAG STORY TIME

NYC DRAG

NYC DRAG

LE BAL DU MONSTRE

LE BAL DU MONSTRE

NYC DRAG PORTRAIT SERIES

NYC DRAG PORTRAIT SERIES

PINES SUMMER OF 23

PINES SUMMER OF 23 

PINES SUMMER OF 24

PINES SUMMER OF 24

THE COLOUR BALL 

THE COLOUR BALL