What do you know about fashion photography and advertising? Well, I am here to say that before researching for this article, I did not know a single thing! I have always admired the amazing pictures of models shot for Vogue and InStyle magazine showcasing the latest trends of the season, but my interest in the correlation between the photos here and advertising techniques of brands stemmed in the past few months.
Over winter break, I skimmed through a book about fashion photography, looking at models showcasing luxurious clothing. Each was photographed in a variety of locations, whether that be a rooftop, or a bathtub– you name it. The book displayed the art of multiple fashion photographers, making me all the more curious about how fashion photography pushes consumers to purchase fashion garments.
To begin, fashion photography focuses on showing off clothing and other fashion accessories on a model. The process heavily focuses on the posing of the model, the lighting, and location of the photoshoot. All of these aspects continuously tell the story of what the brand wants the consumer to know about their product.
This storytelling originated in 1911 when Condé Nast hired Baron Adolph de Meyer to capture portraits of models for Vogue. Prior to the addition of fashion photography, magazines were illustrated by hand. Fashion photography was a momentous step taken by fashion magazines and brands to advertise their clothing in a new way.
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Fashion photography captures garments in a way that allows people to admire their meaning and the fantasy of wearing the clothing. All aspects of fashion photography– the setting of the picture, the styling, the model’s posing, are all ways that fashion enthusiasts are placed into the fantasy of the picture to provide a different experience than seeing the clothing on a rack in a store. They showcase the potential of clothing.
One variation of fashion photography is through grotesque representation. Just as it sounds, grotesque representation is over exaggerated images of models in unrealistic settings that provokes questions from consumers. Why are the models doing this? What caused them to be fighting like that? How would I ever be put in that situation? Chances are, none of us would ever be placed in the setting of a white and black checkered room, with a dog, and a jester, playing an instrument in the back corner of a table with a very nice table cloth. However, the photograph entices consumers, it brings them to that room with all these different elements. It tells a story through narrative transportation- it makes them envision the obscurity of the scene. Surreal advertisements create an air of mystery that becomes associated with the brand. It makes the products seem more enticing, further validating the sublime essence of the brand. The mystique intrigues and prompts consumers to buy from the brand in hopes to achieve that same type of feeling they get from the picture. Grotesque fashion photography elevated the fashion industry from people just looking at clothing to find themselves to adding the fun element to the process.
Fashion photography ranges on a spectrum, and with that, there are less bizarre aspects of fashion photography. Companies do not alway rely on complex pictures to market their brand. Most of them take a more minimalist and direct approach to advertising through catalog fashion photography. A model, in front of a blank wall, dressed in elegant clothing showcasing a gorgeous garment. Various companies advertise their clothing in this way on Instagram and in print. It has worked for brands like Micheal Kors and Steve Madden for years and will continue to work for years to come. And, of course, there is street fashion photography, which consists of what the general public is wearing. It is geared towards the creativity that individuals put into their outfits.
Fashion photography is an enticing art form that can transport you to a different world. It allows you to envision yourself in all kinds of clothing, providing consumers with an experience unlike any other.
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