Our five-pronged approach focuses on your individual strengths to develop your unique qualities towards making you an exemplary pi- designer.
Saili Sawant
28/03/2024
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The midas touch of the digital revolution has impacted every industry alike, including the world of fashion. Known for weaving creativity and innovation into its ventures, the fashion fraternity embraced digital design by introducing fashion photography is a major player in infusing aspiration within the viewers. In the 1970s, it brought a fresh perspective to life by portraying feminism-oriented narratives in a more spontaneous and aesthetic way. By the time the 1980s arrived, the fashion industry was raging with a demand for more photographers who captured the most iconic fashion moments internationally.
In the current scenario, platforms like Instagram are spearheading the digital revolution. Through its trends and storytelling formats, Instagram has made fashion more accessible and inclusive for everyone. It isn’t about just a handful of fashion experts ruling the game. Rather, more fashion photographers are now encouraged to express their art by shattering boundaries and celebrating diversity in ethnicities and body types.
We have much more in store to help you comprehensively understand fashion photography and its various aspects. From aesthetics and social media platforms to content creation and the future that awaits, this article explores fashion photography way beyond the surface level.
Do you find yourself constantly scrolling through reels to get updates on the latest fashion trends or to seek fashion inspo? If that’s the case, you’re probably acquainted with how Instagram has set the fashion world on fire.
Gone are the days when runway events were the only way to make bold and striking fashion statements. With Instagram, this traditional model has been replaced with a more holistic and accessible representation of how the world perceives and owns fashion in its little ways.
Photographers, designers, and models have now become muses on the platform and are leveraging ways to show their work to the world through creative expression. What’s the best part? All this and more can be utilised with a few clicks on your phone.
Since its inception, Instagram has garnered attention as a dynamic platform for self-expression. However, when it began its journey, it wasn’t all about the snackable short-form reels. Like fashion photography, the platform has transformed drastically, now serving as the go-to tool for most fashion enthusiasts.
Instagram started as the powerhouse of long-form content with its IGTV format. It paved the way for curating insightful interviews, intriguing fashion documentaries, and behind-the-scenes footage of the most anticipated events. To balance the long-form content with crisp promotional content and attention-grabbing real-time updates, Instagram stories were introduced.
As a matter of fact, the story feature has become a favourite for every Instagram user now. It allows the exchange of short yet engrossing glimpses that align with the fast pace of the fashion industry.
With fashion influencers influencing the evolution of fashion photography as an accessible profession, an exciting future awaits the world of fashion content. Instagram has provided influencers, photographers, models, and stylists with a platform to come together and bring diverse fashion perspectives to life. Fashion photography is a dynamic tool to curate and convey strong design narratives, setting new standards for the fashion industry.
But what’s the secret sauce that keeps viewers hooked on the content these influencers create? The answer is authenticity. By engaging the audience in content that reflects their day-to-day routine, influencers weave a connection with them. It helps them benefit from the power of storytelling and establishes a sense of trust that comes in handy while curating promotional content.
Storytelling isn’t a mere means of connecting with the audience. It also adds to the quality and finesse of fashion communication by paving the way for more personalised self-expression. Micro-influencers are challenging the traditional norms of content creation established by elite mega-influencers through a storytelling approach. Despite a modest following, budding content creators are touching the sky through relatable and authentic content.
Do you love Indian fashion? If you follow influencers on Instagram, you've probably seen Kritika Khurana, aka "thatbohogirl." With 1.8 million followers, she's a leading light. But what truly sets her apart is her talent for transforming old clothes and accessories into stylish new pieces. Her "budget fashion finds" reels are a hit, showing viewers how to achieve trendy looks without breaking the bank.
Kritika's success is a prime example of the growing trend of micro-influencers on Instagram. These influencers, with follower counts in millions, are attracting viewers with their niche expertise and relatable content. Unlike mega-celebrities, they often feel more approachable and authentic. This, combined with a passion for fashion like Kritika's, is what's making them a hit and influencing how people discover fashion trends online.
Not just small businesses and budding fashion magazines, fashion giants are also actively seeking help from such influencers in building their brands today. Content creation, adapting to ever-evolving trends, and authenticity have become the keys to winning hearts and views. Besides, micro-influencing goes way beyond mere product promotion. As Instagram continues to set new standards for the fashion fraternity, it fosters a sense of holistic brand storytelling by connecting the audience with relatable content.
All that glitters isn’t gold; this notion perfectly fits the fashion photography fraternity. Despite its many benefits, the profession is associated with hefty challenges.
1. Oversaturation of Content and Maintaining Visibility
Even though fashion communication promotes authentic self-expression, it is a profession that demands maintaining visibility. With everyone on the block hopping onto trends blindly, there is a strong surge in content oversaturation. Adding that extra magic to your content strategy becomes essential to infusing a differentiation factor.
You can adapt visuals that establish an innovative yet authentic brand identity to stand out in a swarm of influencers. Besides, delivering value to the viewers through fashion communication helps them in more ways than one can do wonders.
2. Ethical Considerations in Influencer-Driven Fashion Photography
Sponsored content is the new normal in the fashion communication industry. It accounts for a huge question mark in the viewers' minds concerning the authenticity of the content they are consuming.
Transparency and clarity of communication are the only ways to tackle such ethical considerations. To ensure that your audience connects with you and trusts your content, build narratives that align with the genuine representation and promotion of products. It simply means taking up product promotions that align with your values and deliver the best possible results.
Maintaining a consistent brand image is the only key to staying relevant at the forefront of fashion photography and communication. Through this approach, you get to establish a subtle balance between artistic reflection and monetary success.
Looking for some inspiration to jazz up your Instagram game and kickstart your journey as a fashion photographer? Here are some fashion photographers that are setting Instagram on fire.
1. Petra Collins Petra Collins is a Canadian photography artist whose distinct style is characterised by a female gaze approach.
2. Matthew Brookes Born in England, Matthew Brookes is a photographer deeply fascinated and influenced by human form and movement.
3. Mariano Vivanco Mariano Vivanco is a Peruvian fashion and portrait photographer who kickstarted his career as a fashion photographer in the year 2000.
4. Sebastian Kim Born in Vietnam, Sebastian Kim is an acclaimed American fashion and portrait photographer based in Brooklyn.
5. Georges Antoni An Australian born fashion photographer, Georges Antoni is a popular name in the fashion industry associated with giants like Vogue, Elle and Vanity Fair.
6. James Houston Australian photographer James Houston is known for celebrating human form and beauty through his sensual and iconic portrait creations.
7. Chris Schoonover Based in New York, Chris Schoonover is an American fashion and portrait photographer associated with distinguished brands like Adidas.
8. Harley Weir London-born photographer and director Harley Weir is acclaimed for creating intimate images for clients like Balenciaga.
Now that tech-oriented strategies are ruling a multitude of industries, fashion photography is also keeping pace with this revolution through 3D designs. 3D design facilitates the visualisation and curation of garments in a digital environment. Thus, it makes room for better design iterations and reduces resource waste.
Here are some intriguing fashion campaigns based on 3D design and its associated technologies:
1. Getting dressed in Metaverse by HM Inspired by Metaverse, this campaign by HM is vested in building digital garments that go beyond physical materials and restraints.
2. Try On by Zalando Try On is a virtual trial room feature by the leading European brand, Zolando that creates 3D avatars of customers using data like their height, weight, and gender.
3. Virtual Fitting Room Campaign by Lily A Chinese womenswear brand, Lily, deployed smart mirrors at one of Shanghai’s metro stations, allowing passing commuters to try apparel from the brand using interactive panels virtually.
Imagine relishing virtual experiences that bring you the finest fashion facilities in a simulated 3D environment. Virtual catwalks are the gateway to hosting immersive virtual fashion shows where designers can showcase their work globally. The best part about articulating such events is the absence of concerns like spatial limitations and logistic issues.
Rather than restrictive physical runways, small fashion venture owners can utilise virtual catwalks to promote their businesses to the best of their potential. These are also favoured by fashion giants such as Moschino, Prada, Balmain, and Balenciaga, among many others.
The Future of Fashion Photography
With strategies like blockchain technology emerging, fashion photography practices are evolving considerably. NFT ownership is streamlining the exchange of digital collectibles through secure and verifiable transactions.
Additionally, platforms like Instagram pave the way for a completely fresh way of perceiving fashion photography. Through immersive AR/VR experiences, a lot must be explored and learned to achieve creative outcomes that scream style.
However, despite the ever-evolving trends taking the fashion industry by storm, the essence of fashion remains rooted in aspects like creativity, storytelling, and authentic self-expression. So, if you have a knack for all things fashion, fashion photography might be just the right career option for you as a fashion communication graduate.
Explore More About Fashion Communication
- If you enjoyed reading this piece, you will love reading about the interesting role of fashion photography in building a brand’s legacy. - Author Saili Sawantt has written on debunking myths about choosing fashion journalism as a career. - If you’re someone who loves fashion and is looking to build their own brand, this might just be the right reading for you: it talks about using fashion communication to build a brand identity. - Examine the rise of social media as the modern age tool for fashion communication.
An Architect turned Writer, Saili has worked as an Architectural Writer, Marketer, & Curator. For the past 3 years, she has collaborated with multimedia publication houses, firms, studios, organisations, luxury brands, & educational inst ... itutions; both national and international to communicate and market the AEC industry as an Architect in Marketing. She is a commentator on the design industry’s upkeep through her social handles while also being an avid reader and traveller.
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