2. INTRODUCTION
Fashion photography is
mainly used for advertisements
or fashion magazines such as
Vogue. Clothes and fashion are
enhanced by the accessories they
are put together with, or the
location that they have been
taken in.
3. HISTORY OF FASHION
PHOTOGRAPHY
Fashion photography has been around for
years; in 1856 Adolphe Braun created a book
which contained 288 photographs of Virginia
Oldini who was a Tuscan women. She was a
noblewomen at court of Napoleon III. The
pictures were of her in her official court
clothes; this then made her the first fashion
model.
4. HISTORY OF FASHION
PHOTOGRAPHY
Due to the advance in
halftone printing, in the first
decade of the 20th century
fashion photographers were
featured in magazines. La mode
practique (French magazine) was
the first magazine fashion made
its first appearance in;
contributing to the appearance of
fashion, in 1909 Conde Nast took
over Vogue magazine which helped
to develop fashion photography.
In 1911 photographer Lucien Vogel, who
was the publisher of Jardin des Modes and La
Gazette du Bon Ton, “dared” Edward
Steichen to use photography to present
fashion as a fine art. Steichen then began to
take photos of gowns designed by
couturier Paul Poiret. The pictures were
then published in the April 1911 issue of
“Art et decoration”. This now considered to
be the first ever modern fashion
photography shoot according to Jesse
Alexander.
5. HISTORY OF FASHION
PHOTOGRAPHY
Throughout the 1920’s and 1930’s Vogue and its rival magazine
Harper’s Bazaar were leaders in the field of fashion photography. The
genre fashion was transformed into an outstanding art form by the
help of the house photographers, Edward Steichen, George
Hoyningen-Huene, Horst P. Horst and Cecil Beaton.
6. HISTORY OF FASHION
PHOTOGRAPHY
Under the artistic direction of Alexey Brodovitch, in 1936 Martin
Munkacsi made the first photographs of models in sporty poses at
the beach. Harper’s Bazaar quickly then introduced this new style into
his magazine.
7. CONTEMPORARY FASHION
PHOTOGRAPHY
After the deaths of Richard Avedon, Helut Newton, Francesco
Scavullo and Herb Ritts, some of the most famous fashion
photographers today are, Patrick Demarchelier, Steven Meisel, Mario
Testino, Peter Lindbergy and Annie Leibovitz.
8. STILL LIFE FASHION
Still life fashion is a type of fashion photography which consists of
taking photographs of clothes without models. This fashion has
become an important part of all fashion retailers marketing and e-
commerce strategies. Studios have been devoted to the production of
this particular photography. This photography has made up a large
proportion of the UK and Worldwide photography businesses.
9. RICHARD AVEDON’S
PHOTOGRAPHY
Here we have an image in black and white of a
women looking up. The main feature of this
photograph are the white sunglasses that she is
wearing; to make them the main feature of the
photograph Avedon has purposely used white
oversized sunglasses to attract the audience. The
audience for this photograph would be people that
are into fashion as it is obvious that this photograph
would be featured in a fashion magazine. The lighting
in the photograph is coming from the top as it is
evident to us that it is hitting the top of her forehead;
we can also see the light reflecting off the front parts
of her hair.
10. RICHARD AVEDON’S
PHOTOGRAPHY
This photograph again is a black and white
photograph; like all of Avedon’s work this
photograph displays an element of fashion. The
women is using her arms to make a triangular
shape which makes the photograph very effective.
The fact that she is holding her hair up as she
does this emphasises the fact the purpose of this
photograph is for a fashion purpose as it draws
the audiences attention straight to the dress that
she is wearing. The light has been angled to hit of
the front of her face; we can see this as her arm is
covering one side of her face thus creating a
shadow.
11. DAVID BAILEY
Baily also adapts the idea of using the arms of the models to
create triangular shapes; the one on the top created two
triangles where as the one just creates one triangle. Both of
the images are in black and white however the bottom one has
a higher level of contrast than the top image; in the bottom
image the model is placed in front of a black background,
with the light hitting the front of her face, creating a hint of a
shadow. The top image using various shades of grey and there
is not one dominating dark shade of grey. Due to the models
wearing contemporary clothes and not really having normal
hairstyles I would say that the purpose of these images as for
a hair magazine of some form.
12. DAVID BAILEY
This is a close up photograph of Kate Moss;
again the triangular element has been adapted
in this image. She has been positioned more to
the right of the image leaving a little gap on the
left side where the background is visible. This is
a black and white image that uses various
shades and tones of grey. Due to her hair
covering one side of her face the audience are
automatically drawn to her eye, which can be
assumed to purposely be made dark with make
up for this reason. It gives the photograph a
sense of mystery. The lightness has of the
background has been increased in this image.
13. MARIO TESTINO
This photograph is a side on image which has
been taken in colour. Due to the red being so
dominating within this image we can assume that
either the hue and saturation has been increased,
or a red filter has been placed on top of the light
source. As we can see the light is hitting off her
cheekbones and forehead; this is where we would
expect the light to hit when the light source is
coming from behind her. We can also assume that
her make up has purposely been made lighter in
those areas for that reason. The purpose again for
this photograph could be for either a fashion
purpose or for the a magazine article on this
celebrity.
14. MARIO TESTINO
Both of these photographs use the models arms to create
triangular shapes; in the bottom image we can also see that
the models legs have also been used to form the triangular
shape. Both of these images are in colour however one has
been taken closer than the other one has. The top one we can
see has been taken for a fashion purpose due to all the
fashion accessories that have been used. We can assume that
the light source is coming from slightly the right side of the
model as a shadow of her face has been created against the
white background. The bottom image uses subtle colours
which give it a warming tone. The light source is coming
from the front of the model and we can assume that a light
reflector has been used for this image.
15. EDWARD STEICHEN
Both of these images take a different look on fashion photography.
Instead of focusing on the models face and what they are wearing
they are focusing on the accessories of the model. In the top image
we can see that the main focus is on the heels that the lady is wearing.
This image has been converted into black and white to give it that
olden day feeling to it. The fact that the women has been given a
black dress to wear against her pale completion has been done on
purpose, so the audience are automatically drawn to her shoes. Her
arm also acts as a leading like as it causes you to look at her shoes.
The bottom image is of a women’s hand; the main focus of this
image can be assumed to the bracelets that the women is wearing on
her arms. Again this image has been converted into black and white.
Due to the fact the women is messing round with something on the
table automatically draws the audience to her hands and the jewelry
on her arms. Her back hand is raised compare to the one at the front,
this has been done so that all the accessories can be seen.
16. CECIL BEATON
This is a black and white image which uses
various different shades of grey that has been
taken from a birds eye view. The models head
has been tilted so that she is looking up to the
camera on a side on view. The props have been
put around to fill out the background; however,
even though all the props are around her she is
still the main focus of the image. The fact that
her hands have been used to cover up the bit of
skin that she has on show makes the main focus
of the image the one side of her face, as the
other one is hidden as her head is tilted.
