- Meghan E. Grossman
Fashion photography is the use of photography to communicate the latest trends in clothing. It acts as a representation of popular taste and is created to serve a commercial industry, yet it has also served as an avenue for change, pushing the boundaries of acceptability with innovations in style, technique, and the portrayal of fashion. Fashion photography was a democratizing force in the acceptance of photography, as it brought the new form of expression to an audience of every social level, rich or poor, urban or suburban. Via mass media, photography serves to relate changes in fashion over long distances and many cultures, primarily disseminating the styles of high fashion in Paris, Milan, or New York to the rest of the world.
Fashion photography as it exists today falls into three main categories: editorial, advertising, and documentary. In the first category, photographs are commissioned by a publication to provide the “news” in fashion to its audience. These photographs are intended to feature the best designs of the current season, without monetary compensation from the companies whose products are included. Editorial photographs are often tied together by theme or narrative, to create a coherent multi-page spread featuring several different designs. Advertising photographs are commissioned by the design house, manufacturer, or retailer to feature a product or brand identity. The company pays for the space in which the advertising photograph appears. Finally, fashion design companies often commission photographers to document their collections; these photographs can be used in-house for documentary purposes or published in the form of a catalog, which serves as additional advertising. Depending on the purpose of the assignment, the photographer may choose to feature the clothes on a model, or hide fashion pieces amongst a jumble of unrelated objects. The goal of the photographer is to elevate the clothing to its highest status, the “fashion object,” through visual cues, lighting, composition, and creativity. Photography has served to add prestige to fashionable clothes since its introduction....