The world of fashion photography is seen as one of the most glamorous careers in the world and whilst this is probably true, there is an incredible amount of hard work, graft and of course talent squeezed into every successful fashion photography project.Fashion is much more than women’s clothes although this is a large part of it. Men’s fashion has never been more popular and fashions for children are always a trendy addition to any website. However fashion photography projects represent more than just clothing. In this 21st century it is expected that technology plays a front row part in the future of fashion photography projects. This means not only the use of hi-tech photographic equipment and innovation but also that the subjects being photographed are represented in such a way as to highlight the technological age. In short, technology sells as does fashion so the successful amalgam of these represents some explosive fashion photography.
High fashion, hi-techBecause cutting edge fashion photography has moved so far from the knitting pattern images of stiffly posed models and one-colour backdrops, its appeal open to a wider audience and can therefore be used to sell a wider range of products. For instance a model wearing designer fashions can be successfully photographed using the latest mobile phone or tablet with neither product detracting from the other and all this can be done within a variety of backdrops leading to quirky, dreamlike or fantasy representation.
Properly stage managed then, the new look of fashion photography today successfully blends products: the latest winter collection paired with designer jewellery , children’s clothing paired with the latest toys, urban style for men coupled with the latest model of car. There are many possibilities for this form of cross-coordinating photography which opens the door to partnership advertising and exciting dynamics. There is no more powerful marketing tool than the professional photograph with a touch of genius behind the camera lens. The key to successful fashion photography is visual stimulation.
Fashion photography that works then is about much more than the subject; it’s about creating a unique combination of style, product, backdrop and creativity which, when put together, works beautifully and sells any type of product.
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