Fashion, which is almost exclusively professional, is ostensibly about selling clothes and accessories. It attracts some of the best talents in photography and has a great influence on photography in general. The principal reason for this is that, in order to succeed, fashion photography must not only be in tune with general movements in style, it must anticipate them. (Show Photo)
Style And Technique
By its nature, fashion photography is concerned with the elusive subject of style, and this means that a perfectly accurate sense of style is essential to the photography itself, both in the content of the shot and the technique. If the photographic treatment is perceived to be boring or out of date, then it fails. While the content, which includes the choice of clothes, accessories, setting and model, is often planned in advance by the client (usually a magazine) the technique relies more heavily on the individual photographer's imagination. To remain fashionable, fashion photography technique can never stand still, and there is constant experiment and change with time. Styles vary from precision lighting in a studio to extreme naturalism through a snapshot technique on location. At the formal, controlled end of this range can be seen meticulous composition and highly graphic images; at the opposite, casual end are anti-techniques such as deliberate camera shake, angled framing and uncorrected color balance. All have their place in the right circumstances, and the circumstances are simply what are considered to be at the current leading edge of fashion.
The Model
The role of the model varies in importance. In catalog photography, for instance, the models are normally used for nothing more than displaying the clothes. In a major magazine feature, on the other hand, the personality and appearance of the model may dominate the shots. Some models have developed powerful reputations, jealously guarded by the agents, magazines or even photographers who have nurtured them. (Show Photo)
In the actual shooting session, where the reaction and pose of the model are critical, the photographer has to establish a very precise relationship. The rapport between photographer and model does not have to be intimate or even cordial, but it does need to be controlled, usually to a greater degree than in most portraiture. Most professional models are familiar with the needs of the job and can usually respond quickly to the photographer's ideas.
