Stella McCartney was once quoted as saying: “When you think of fashion photography, it’s a dream. It’s like we all want to be those women. We want to wear those dresses.” Moreover, Diana Vreeland is known for explaining that to her, it’s not so much about the clothes, but about the life you lead in the clothes, thus fashion photography being a medium of recording everyday happenings as well as dreams. Fashion photography plays a gigantic role in the global fashion industry, providing us with captivating images that contribute to our collective memory of an ever-metamorphosing industry. Over the recent years, fashion photography has embraced a range of new technologies that allow the world’s most esteemed photographers to generate powerful and visually provocative material. 2018 brought us countless examples of imaginative fashion photography at a fantastic level, ranging from bright and bold colors to revisiting the 80s and being educated on the social nuances within New York City.
Elena Iv-Skaya does bold colors stunningly
Internationally acclaimed Russian photographer Elena Iv-Skaya is known for her feminine and very colorful approach to fashion photography. She is no stranger to the frequent readers of Lucy’s Magazine and once again delivered a spectacular series of photographs dubbed ‘Bo Kaap’, which effortlessly encapsulates the mystical beauty of the South Sea. Vibrant photos such as these, which were shot in the Bo-Kaap area in Cape Town, South Africa, comprise a distinct dominant appeal that typically resonates very well with the target audience, making them a red-hot trend in the industry. After contributing so much to the world of fashion in 2018, it will be very interesting to see exactly what Iv-Skaya brings to the table in the year ahead.
Norma Kamali triggers a trip back to the 80s
Norma Kamali has been in the fashion business for more than 50 years, earning her the right to set trends that some may find somewhat ambiguous. 2018 saw the 80s influencing many runway offerings and Kamali’s ready-to-wear autumn 2018 collection was no different. The collection featured giant bubblegum-pink sleeping bag coast, quilted skirts, drapey jumpsuits and sweatpants with elasticated hems. An accomplished photographer herself, Kamali opted to present her collection in a rather unconventionally-retro fashion photo collage lookbook. Everything, from the fashion that screams 80s revival to the haircuts, makeup, and poses of the models combine seamlessly to create one of 2018’s most memorable contributions to the global fashion industry.
Engineered garments impresses with social cues
When Canadian retailer HAVEN decided to showcase Engineered Garments’ 2018 spring-summer styles, they enlisted the services of esteemed fashion photographer Jima and took to the streets of the Garment District in NYC to shoot the editorial. Highlighting the inclusive social values of the neighborhood, it is often difficult to distinguish the typical urban tourist from the fashion model in the shoot. Jima managed to capture the utilitarian vests, functional outer wear, and printed button-ups amidst a variety of mostly-candid social situations. With urban tourism becoming somewhat of a global phenomenon it was undoubtedly very shrewd of Jima to channel the essence of these tourists by recreating their pert awkwardness in a very creative way.
Fashion photography evolves with the same vigor as the fashion industry us, constantly surprising us with creative ingenuity. If last year’s trends are anything to go by, the year ahead is bound to be one filled with exquisite designs and exceptional photographs documenting them.
Fraquoh and Franchomme
Further reading:
10 fashion photographers you should know
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