Classic fashion photography shows beautiful models in styled poses showing the fashion designs. The focus is on the fashion. It is commercial photography. Fashion Photography 2.0 ups the ante: instead of a “model” you have a character, and instead of posing you have a story that creates an experience.
Classic fashion photography has its root in the fashion salons of the nineteenth and early twentieth century. There you had girls who would dress in the fashion and walk up and down in front of the customers, posing in a way that showed the designs from their best sides.
Fashion photography would simply create pictures of those poses. While classic fashion photography has gone through a lot of style changes over the years, its core remained unchanged: it was about posing that showed the best side of the clothing.
Classic fashion photography has its root in the fashion salons of the nineteenth and early twentieth century.
At the beginning of the twenty-first century things have changed. Audiences are used to high end performances in films and long form TV shows. They love the acting and the performance. They expect it from everything, not just from films.
Fashion Photography 2.0 addresses this change in the mind and expectation of the audience and creates visual stories which link together to complex experiences.
A story can be told in one picture, or in different stages in a series of pictures, each of which can stand alone e.g. in an ad with a link to the rest of the story on the fashion line’s website.
While Classic Fashion Photography showed fashion designs as objects you can buy, Fashion Photography 2.0 shows fashion designs as an experience that you can buy into.
This creates an experience and the emotion will transfer to the clothing. It will be charged with this emotion.
While Classic Fashion Photography showed fashion designs as objects you can buy, Fashion Photography 2.0 shows fashion designs as an experience that you can buy into.
Leave a Reply