Fashion
Photography has been in existence since the early days of photography. In
1856, Adolphe
Braun published a book containing 288
photographs of Virginia Oldoini, Countess di Castiglione; the photos depict her in her official court
garb, making her the first fashion model. In
the first decade of the 20th century advances in halftone
printing allowed for fashion photography to be featured in magazines. In 1905
Conde Nast brought vogue magazine and contributed to the beginnings of fashion
photography, he then moved the magazine overseas and introduced it too
countries like France, Spain and the United Kingdom. From there the magazine’s
profits and publications increased and by 1911 it had evolved into the business
it is today.
A portrait is a picture of the
person within the frame, whether it be manipulated by props or other means
whereas a fashion photograph is a picture of the items in the frame not the
model, an example of this would be that famous clothing brands like vogue will
do a modelling shoot for their brand not the model.
For a photograph to get into a
fashion magazine they manipulate the image heavily, almost to the point where
everything in the image is artificial. This is done by using a variety of
techniques both before the photograph is taken and after. Even the models are
manipulated because they have very strict diet and lifestyle choice, the very first thing they would do is to choose the
right model for the chosen outfit; from there they would choose a theme for the
shoot that would fit the product that they are trying to advertise. The model
is then heavily altered with makeup more often than not to look artificial, the
props are then chosen to collaborate with the theme and the lighting will
either be natural if they were to be outside or could be artificial. When they
shoot the model they often take a large number of photographs and normally only
one maybe included in there magazine, sometimes even none of them are chosen because
the editor may not like the colouring, the model or even the items of clothing
that been chosen. After the photo have been taken they are often also heavily
edited using computer software such as adobe photoshop, this may be done if the
editor likes what they see in the frame but have queries with things like
colour, the texture of the person skin, often models are airbrushed, this is
too remove any imperfections they have and to also enhance certain features of
them such as the neck, eyes and lips.
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