It seems everyone is aiming high for new year’s resolutions this year, as the Dutch photography duo Inez Van Lamsweerde and Vinoodh Matadin (known simply as Inez and Vinoodh in the fashion world) recently announced that they are looking to expand their name into a lifestyle brand.

It’s certainly a lofty-seeming goal, but if anyone can do it, it’s these two. They’ve become quite prolific over the years, and though they’ve been working in the industry for almost three decades, they seem to be getting exponentially more popular as time passes. The two have garnered loyal followers among models, actors, and entertainers alike.

“Some photographers say, ‘We just want to capture who you are,’” says Julianne Moore in a New York Times article. “That’s impossible. Inez and Vinoodh know that they’re not in any way attempting to find your essence. They will find this other thing, and you contribute to it.”

Inez and Vinoodh have essentially shot every celebrity for every publication and done campaigns for every brand. And they don’t just do photography — in fact, they were responsible for Lady Gaga’s incredibly popular “Applause” music video. They’ve begun their own jewelry line, their own fragrance, and they’ve written a book.

And while this may seem like a lot (maybe too much, for some), this photography duo has enough of an impressive repertoire from years of experience to branch out and have a little fun here and there, we’d say. After their announcement, critics are already arguing over whether the duo is selling out. Whatever their motives — financial, artistic, or otherwise — we all look forward to seeing how their lifestyle brand will shape up.

Will Inez and Vinoodh’s lifestyle brand succeed?

Photo via Fashionista