Tezza Barton Talks Fashion Week, Photo Filters And App’s New TezzaCam

We may know the Tezza photo editing app for its celebrity credibility. The stylish filters have been a go-to for celebrities announcing their milestone moments, like Kim Kardashian (who used it for her birthday post) or Bella Hadid (who used it at her boyfriend’s rodeo).

“It’s always so special when I see these individuals using our edits to tell their story,” said the app’s co-founder, Tessa “Tezza” Barton.

The app has widespread popularity, having over 20 million downloads, and 2.5 million monthly users. The app is ranked 53rd on Apple’s top free photo editing apps.

Tezza has over 40 filters that bring back the vintage, grainy, point-and-shoot era. Some are designed to look like they were taken by a Polaroid, Fuji Velvia or Fuji 400 cameras. It also has retro film filters, which look like they were taken by retro handycams.

Now, Tezza has launched their own in-app camera, the TezzaCam, which allows users to shoot in-app photos and videos with a vintage photo look, making “fashion editorials accessible to everyone,” she notes.

And what better to test out the TezzaCam than New York Fashion Week? The bi-annual event runs until February 11 with over 100 runway shows across the city.

When it comes to shooting runway shows, Barton recommends using the Shade filter. “It has a refined, editorial aesthetic, it adds depth and richness, evoking the effortless luxury of designers like Khaite, Peter Do, and TIBI,” she said.

If a runway show is colorful, however, try the Butter filter, which is warm and has vintage tones. “Think Tory Burch, Coach, and Sandy Liang—where every hue feels intentional and timeless,” she adds.

For backstage photos, Barton recommends using the Disposable or Novalgo filters. “It captures that fresh, high-energy documentary-style essence,” she said. “I’ve had the privilege of being backstage at shows by The Blondes, TIBI, Oscar de la Renta, and Rodarte. The key to translating that energy is embracing the candid moments with film-like quality.”

If you’re at a fashion afterparty, Barton recommends using the Handicam filter. “Last year’s Prada party, which was set in a venue overlooking the Brooklyn Bridge, was the epitome of effortless cool,” she said. “To bottle up that nostalgic, cool-girl energy, the Handicam filter gives you that authentic, home-video aesthetic—something you’ll want to hold onto forever.”

For street style, use Tezza’s Cocoa filter or Kodak Gold, both of which add a rich, cinematic depth to your content. “It enhances natural light and texture while keeping the vibe effortlessly cool,” she said. It isn’t just smartphone photos, either.

Professional photographers can add their DSLR photos to the app, too, especially for the Dime, Bebe, or Fling 35 filters. “Dime gives that high-fashion, editorial crispness, Bebe softens and warms the image with subtle grain, and Fling 35 mimics the character of classic 35mm film—perfect for capturing movement and raw energy in the streets,” said Barton.

“Street style is all about storytelling, and the right filter makes the moment feel even more iconic.”

Tezza, an alternative to Adobe Lightroom, is perfect for content creators who rely on their phone. “The fashion world and fashion editorials have always been at the heart of Tezza’s DNA,” said Barton. “My first love was fashion design, and it wasn’t until I picked up a camera to photograph my first collection that I realized my true passion was photography.”

Storytelling is at the heart of any good fashion editorial, and Barton learned the ropes from back issues of Vogue and W Magazine. “I was captivated by the way photography could transform a fleeting moment into something timeless,” she said.

“When creating Tezza, I wanted to channel that same feeling, the dreamy lighting, cinematic moods, and a curated experience you feel in the best fashion editorials, while making it accessible to everyone.”

Barton has a background working for brands as a photographer and counts star fashion photographers Annie Leibovitz, Peter Lindbergh, Helmut Newton and Guy Bourdin as inspiration. She saw the shift from creating shoots for seasonal drops, to daily content creation.

“I watched as creators quickly adapted, embracing social platforms to champion new ideas and push creative boundaries in collaboration with fashion brands,” she said. “It was an exciting moment—when I realized we weren’t just creating content; we were actively shaping the way social media looked and felt.”

Barton’s favorite magazine archives are back issues of Vogue from the 1960s and 1970s, “where haute couture met big social changes, every page feels like a piece of art,” she said.

She also counts issues of W Magazine from the 1990s as another favorite. “The photos were bold, edgy, and effortlessly cool, mixing fashion and celebrity like nothing else,” said Barton.

For the company’s 2025 rebrand, Tezza collaborated with creative agency Saint-Urbain, who felt Tezza “felt more aspirational, but with mass appeal,” said agency founder, Alex Ostroff. The redesign was inspired by fashion magazines and their editorial layouts.

This fashion magazine-forward look is part of Tezza’s unique, original ethos. “What started as a passion project quickly transformed into a movement, and we realized it was time to refine and elevate how we tell our story,” said Barton. “Our rebrand is more than just a new look, it’s a statement of who we are, what we stand for, and steps into our full potential and creating something that inspires, connects, and empowers on a whole new level.”

It also shows where social marketing is going in 2025, as creators are becoming integral to brand messaging. “Being a creator has changed so much over the years, and we’re finally in an era where creativity is taken seriously as a career,” she said.

“We are shaping industries, launching careers, and helping small brands gain visibility in ways that were never possible before. It’s not just about one type of creator anymore—it’s comedians, chefs, mothers, fishermen, dancers, photographers, stylists—you name it. There’s room for everyone.”

Since the app launched in 2018, Tezza’s merch line has expanded, too. It started with phone cases, then sweatshirts, hats and luxury totes. Now, they are introducing candles. “Home is the place we want to feel most creative and releasing scents that are inspired by our most coveted filters in the app will be another way to bring a physical experience to our digital product,” she said.

That product is more than Instagram filters, which are great for quick edits, but lack depth and customization.

“I’ve always believed that editing is an art form in itself—it’s about more than just enhancing an image; it’s about creating a mood, telling a story, and crafting something that feels deeply personal and unique,” said Barton “It’s about empowering people to create something that truly reflects their vision.”