Alan Schaller, born in London in 1988, is a leading contemporary photographer renowned for his striking black-and-white street photography. Described by Leica as “an icon of contemporary black and white photography,” his work emphasizes shape, form, and urban life, and has been exhibited worldwide in over 30 solo shows. As co-founder of Street Photography International, Schaller has championed emerging photographers globally.
Today marks the launch of
Irys, a photography app created by photographers for photographers, offering a dedicated platform where images are respected as art rather than content.
We asked him to share the inspiration behind Irys, the philosophy driving the app, and how it provides an alternative to mainstream social media for photographers.
All About Photo: Could you introduce Irys and explain what the project is about?
Alan Schaller: Irys is a photography app created by photographers, for photographers. It is not just for professionals but for anyone who loves making, or simply looking at, photographs. On mainstream platforms, photography has been pushed aside in favour of video and influencer content. We see photography as an art form, not as “content.” It deserves a dedicated space, and that is what we have built: a place to enjoy photography at its best and to connect with other photo lovers in a genuinely positive environment.
What inspired you to create Irys in the first place?
I have always preferred building things myself rather than waiting for others to make them happen. I taught myself photography, worked as a freelancer for years, and instead of joining a collective, I co-founded
Street Photography International as a platform that reflected what I wanted to see. When social media began to push photography aside, I realised I could either sit back and complain or try to do something about it. I knew people in both the tech world and the photography industry, so I brought a team together. It felt like the right moment to create something from within the community itself, led by people who care deeply about the craft and have lived it first-hand.
You co-founded Street Photography International, one of the biggest online communities for the genre. How does that experience inform what you’re building now?
SPi taught me the power of building an inclusive community. We grew to over a million and a half followers, with tens of thousands of submissions a day at our peak (before we were throttled back!), just by providing visibility to underrepresented talent. That experience confirmed for me that photographers want a platform that puts the art first, and that a community can grow rapidly if it is built on fairness and respect. Those lessons are at the heart of Irys.
How does Irys differ from existing social media platforms for photographers?
The biggest difference is our philosophy. We are not chasing growth at all costs, or selling ads, or claiming rights to photographers’ images. Instead, we are prioritising what artists actually want: high-resolution uploads, an app that rewards quality rather than numbers, real-world connections and opportunities that extend beyond the app.
Why did you decide to remove follower counts and advertising from the platform?
Because the quality of someone’s photography has nothing to do with how good they are at self-promotion. I have seen brilliant photographers with tiny followings, and average work with massive ones. Removing follower counts takes the pressure off, so the focus returns to the images themselves.
As for advertising, we want Irys to be a clean and uninterrupted space. Rather than sell user data or bombard people with ads, we are taking a freemium approach. Anyone can create an account for free and enjoy a great experience, while those who want more features and are keen to support the project can choose a premium membership. The goal is to offer a slower, more intentional experience online so people can enjoy looking at and sharing images without distraction.
Can you tell us more about the no AI content policy and why you felt it was important to implement?
For us it is simple: photography literally means “drawing with light.” If no light was used in the making of an image, then it is not photography. AI images may be interesting, but they do not belong on a photography platform. Editing your own photographs, in small or big ways, is still photography, and many editing tools now include AI features. What we want to separate out are images generated entirely by artificial intelligence.
There are plenty of places to share AI or video content. Irys is not one of them. Our focus is on photography, pure and simple. To support that, we will be implementing tools to automatically detect AI-generated work, and our community can already flag images they believe are not genuine photographs.
You’ve said photography doesn’t need fixing, it needs respect. Could you expand on what that respect looks like, both for photographers and their audiences?
Photography itself is as strong as it has ever been. People still love going out with a camera, whether digital, film, or even a phone. What has changed is the industry and media landscape around it.
Respect means safeguarding copyright, paying photographers fairly, and creating opportunities without requiring them to already be famous. It also means presenting their work the way it deserves to be seen: beautifully, without ads or noise, and allowing them to focus on the craft rather than their social media numbers. That is the approach behind Irys.
As a photographer yourself, how has your own experience shaped the features and values built into the platform?
I know what it feels like to sign a contract that doesn’t have my interest at heart, to be pressured into making video content, or to see your rights ignored. I also know the joy of seeing your work in a book, on a gallery wall, or of connecting with other photographers in real life. Those highs and lows shaped Irys. The features reflect what I believe photographers need most, and the values of fairness, respect, and community come straight from my own experience.
How do you envision Irys helping photographers build meaningful connections, both online and offline?
On the app, you can join themed groups, react to work, and start real conversations with photographers you connect with. It is not just scroll and tap. Beyond that, we are planning meetups, photo walks, talks, and exhibitions. We want Irys galleries around the world to serve as meeting places for photographers, so the “social” part of social media becomes real again.
What role does community play in the design and vision of Irys?
Community is at the centre of everything. The app is not about chasing vanity metrics, it is about photographers learning from and inspiring each other.
Imagine someone who is a creative at heart and just starting out. Instead of learning a craft, they can now generate an image with a prompt. So why would they bother taking the long road? That is exactly why inspiration and community are so important. They safeguard photography. We want the next generation to have places to gather, get inspired, and carry the torch forward, because every photographer begins with inspiration.
© Irys Magazine (future release) and Explore Pages
We want Irys to open the door to real-life opportunities: exhibitions, events, photo walks, and more. As soon as we can, we would like to commission photographers to create stories just for Irys, and to offer grants to people who might not otherwise get the chance. The magazine, book publishing, and galleries are all ways to give photographers more visibility. For now we are partnering with independent galleries, but over time our goal is to build our own network of spaces to show work and meet.
We are also partnering with brands and industry leaders so Irys can become the place where people come to discover talent. It is about creating access, especially for those who may have been outside the system, and giving them the platform and connections they need to share their work with the world.
How will the profit sharing model with artists work in practice?
If we commission a photographer, ask them to lead a photo walk, or use an image in our promotion, we pay them. No “exposure,” no “work for free.” For book publishing, instead of the 5–10% royalties most publishers offer, we will give 50% after costs. And we will cover production, so photographers do not have to put money up front just to get published. The principle is simple: if you contribute your work, you should be paid fairly.
What has been the response from photographers who have already joined the waitlist or tested the app?
It has been overwhelmingly positive. Thousands joined the waitlist, and early testers have been generous with feedback that we have already used to improve features. Many have said they are grateful for a space that feels built for them.
It is still early days, but the passion of the community has been incredible, and that is what will drive Irys forward.
Do you see Irys as a complement to platforms like Instagram, or as a complete alternative?
A complement. Instagram, YouTube, TikTok are huge for a reason, and they are great at what they do. As someone who has grown a big following online, I also know just how important they have been in supporting my own career.
Irys is more focused and built specifically for photographers. The philosophy behind it, and the ecosystem we are building around the app, make all the difference. I see it as something you can use alongside other platforms, but if you are serious about photography and less interested in chasing trends, Irys will feel more like home.
Image by Josh Edgoose © Irys Post + exif data + Full screen image
Photography itself does not need saving. It is a timeless art form. But it does need safeguarding in the digital age, especially with the rise of AI and the shift in attention towards video.
I hope Irys will play a role by spotlighting talent rather than fame, and by encouraging people to value photography as a craft worth pursuing. The goal is to make sure the next generation still finds inspiration to pick up a camera, and that photography remains celebrated and respected for years to come.
What’s your long-term vision for Irys, and how do you imagine it evolving with the photography community?
The long-term vision is to keep growing with the community, expanding galleries, exhibitions, and publishing opportunities worldwide. We want to commission bigger projects, host festivals, and give photographers at every level access to opportunities that once were reserved for a few.
Success for us is not billions of users, but millions of passionate ones, enough to sustain a thriving ecosystem where photographers are supported and their work is seen both online and in the real world.
