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Alternative trends in fashion-photography
A couple of years ago I could say with certainty that the world of fashion have faded. On the covers of glossy magazines there were the same faces, and one dress from any collection could be seen 20 times in a similar fashion-shootings. We were tired of it because it didn’t have its own face. Now this situation is improving a bit. |
| Ellen von Unwerth |
Photographers
No one will argue that Mert Alas and Marcus Piggott – is one of the brightest creative duos in about last 10 years. During the year these guys shoot so many advertising campaigns and covers that others do not even dream of it. Although glamour in its pure form reigns in their work yet sometimes something very original comes out. For example, one of the last photo shoots of Mert and Marcus had already become the hit of the season: the eco-shoot for a LOVE magazine and “What Lies Beneath”, in which models such as Lara Stone, Kristen McMenami and Anais Pouliot plunge into dark waters half-naked. Despite the fact that the atmosphere has turned out quite dark, a little weird and somewhere perversively erotic, the pictures are just amazing.
Contrary to the glamour and Photoshop, it's still pleasant to meet the pictures signed: photographer Arthur Elgort and photographer Ellen von Unwerth. These are guru of fashion photography and they still create for fashion publications, but they do it in their own style, and shot on analogue cameras, not on digital ones. These photos always have some kind of magnetism, the spirit of the eternal and ageless, in fact, these photographers have formed modern classics of fashion photography. It is indisputable - their dynamics and personal view of fashion are absolutely unique.
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| Arthur Elgort |
Models
Speaking of those who appear on the pages of most fashionable publications and on posters all over the world, there is, in my opinion, a rather scandalous trend. It seems that a decent replacement for long-legged skinny models can also be found. For example, as the faces of advertising campaigns Marc by Marc Jacobs and Miu Miu Fall-Winter 2011-2012 very young actresses have been chosen: the first was noted by sweetest 13-year-old actress , but the preview of Miu Miu advertising campaign with 14-year-old Hailee Steinfeld has caused a terrible disturbance. Thank God, the pictures turned out quite innocent and unusual. Who knows, maybe it was a marketing ploy and that should have somehow stand out from the main mass, and maybe the designers themselves are tired to see of the same things, and decided to make something original. Although, it is not so important because the result exceeds all expectations.
Editors
Of course, the development and direction of fashion-photography is very influenced by the editors of gloss. Here's the one very distinguished, who is going against all modern trends and it causes a huge respect in the fashion world. I mean the editor of Italian Vogue – Franca Sozzani. Her first global step was a cover about 10 years ago with Sophie Dahl, who attracted attention for her luxurious curvaceous and later Franca created a column on the site of Vogue magazine for curvaceous ladies called Curvy. And now in June this year again a cover with three plus sized models. Tara Lynn, Marquita Pring and Candice Huffine in explicit poses in seductive lingerie and without it. It looks amazing: these beauties just can not be imagined thin, everything is so organic and sexy. Bravo to Steven Meisel and Franca Sozzani for bold alternative solutions and unique approach to fashion!
The subject
Also, recently I was attracted by a photo shooting in Vogue Turkey. It's always interesting to look at their shootings, in which fashion blends with street photography. For example, Ahmet Polat is the best in it: he has stylish sketches, where the model is in the middle of the old garage or in a barbershop. Fashion harmoniously coexists with ordinary, everyday life and everything looks completely natural and original.
Personally I sincerely hope that in the future, one of the most important trends will be an analogue picture. Of course, it is more expensive and complicated, but it is always safe, one might even say eternal.
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