You have a close connections to the designs of your brand. You have designed them, you have worked with them through drafts and production samples. They have history. They have personality. You love them. Now you are going to show them to people who have not seen this backstory. And they probably won’t see fashion with the same eyes as you do, as a designer. But you can make your clothing every bit as personal to them as they are to you. You can give your fashion a backstory so they weill love them and have a close connection to them. If you are not in the mass market, you are catering to people who will choose for the design and the emotional value of you brand. Fashion photography creates this personal experience by placing the clothing and the models who wear it in defined worlds of experience. What happens when we see people who are experiencing something? We experience with them. That’s how movies, novels, all kinds of art and storytelling work. And we will put this at work for you and your designs. What do most brands do? They do not think of their audiences. They fire commercial messages out there, announcing loudly all the products people now can buy. This was fine at the time of mass media and mass advertising. But now things have changed. People can actually choose what to see and what content to follow. This is why you cannot be too commercial. You need to be personal. You give them an experience they want to have. And this experience will come with a new form of fashion photography. Tomorrow’s fashion photography will no longer just present. There will be no models posing, just showing what the clothing will look like. Fashion photography will increasingly look like moments of a story. And the better it is, the more people will guess and want to know: what is going on in this image? What happened before? And what will happen next? These are moments of storytelling. Where an audience is so interested in a character that it identifies with her or him. That they feel what he or she feels. One part of this miracle of identification is that we need to be interested in the character. And we need to be interested in the world that character lives in. A world is defined by the rules. What is possible, and what is not. In the world of “Game of Thrones” is is against the rules that a spaceship comes down from the sky. But it is within the possibility of this world to have magic occur. The fashion photography of tomorrow takes better care of individual people. It treats everyone as a person, not as a mass audience. This goes into the planning stage. What is most important is the individualistic point of view of the fashion photography of tomorrow. This will lead away from huge and costly teams planning a shoot. It all comes down to one lead person who will create the shoot. Just like a movie director is the focus of a movie’s storytelling, the fashion photographer becomes a still photography director (and most likely will shoot a fashion film during the same shoot as well) A contemporary fashion photography campaign woos an individual and sophisticated audience with storytelling and complex world creation. This will charge the fashion shown in the campaign with the emotions created through the storytelling. See more: Recent Fashion Photography Women
Fashion Photography gives an audience the experience of your designs. It shows them what it looks like – and what it feels like when you wear it. That’s the particular strength of fashion photography you should include in your planning.
Tomorrow’s World will be Personal
Fashion Photography of Tomorrow
Planning the New Fashion Photography
Summary
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