Fashion photography is a type of photography which purpose is to display clothes and other fashion items on the market. Fashion photography is most often conducted for advertisements or fashion magazines such as Vogue, Vanity Fair, or Elle.

Fashion photography genre is more than glossy covers and fashion pages in magazines which are typically fashion advertising. Fashion photo services are also used  by fashion designers, who want images of their products and modelling agencies who are preparing portfolios for their models. Many people might not understand what is a fashion photo. Magazine pages full of beautiful images might just seem a waste of space or as advertising. Actually it is art and magazine is like gallery wall. Quality work by fashion team creates positive imago and good cover image ''sells'' on the market.

For a magazine it is definitely expensive to  organize a fashion shoot: models, stylists, assistants, studio, transport, makeup and hair, renting technology etc. A good fashion image is a collaboration between different professionals. Here is the same rule as making a cake: the better ingredients the better end result. A good chemistry between team members creates a good image.

Some fashion photographers have contracts with magazines. Others work with them project based. When photographer has time to prepare the ideas and choose the model, then the results are the best. It is also important to meet and talk to the team beforehand. Sometimes sample images are done before the real shoot. Each photographer has a list of interesting locations in his head. Maybe  even a location scout is used. If the weather is bad or there is no interesting spot then the shoot is done in studio.

Model is an important part of fashion photo. Until the late 1800s, “modeling” was primarily a term used to describe people posing for a portrait.  Upon the invention of the camera, people would pose for more than painted portraits, and soon, ads featuring pictures of men and women were added to newspapers. Before this, Charles Frederick Worth, who is considered by most to be the “father of haute couture,” had his wife model his designs in the early 1850s. Until then, mannequins were used to “model” clothing. Worth’s wife, Marie Augustine Vernet, was his “live mannequin,” and is considered the first ever fashion model

After the invention of photography (including fashion photography), the modeling industry boomed. In 1946, Ford Models was created by Eileen and Gerard Ford. Ford Models is one of the first and most prestigious modeling agencies on the market. In 1950’s being a successful model meant being known within the fashion community, rather than in pop-culture as models are now known.

Some of the famous names at the time were Dovima, Carmen Dell’Orefice, Wilhelmina Cooper, and Dorothea Parker.London became a center of fashion market in the 1960s thanks to the models it produced like Twiggy, Jean Shrimpton, and Joanna Lumley, and it remains a fashion and modeling centre to this day. 70’s and 80’s were groundbreaking. Model Margaux Hemingway signed a million-dollar contract in 1975. Her contract put her on the cover of Time magazine, which stated the beginning of modeling as a profession.The 1990s is known as the decade of supermodels. Christy Turlington, Naomi Campbell, Cindy Crawford, Stephanie Seymour were, and remain, some of the most recognizable supermodels of the time. Later came along  a demand for sexier and curvier models like Heidi Klum, Claudia Schiffer, and Tyra Banks.

             

The 2000s is an era of social media. Now, models are more involved than ever with their fans as they share parts of their lives no one got to see before. Models like Kendall Jenner, Gigi Hadid, and Cara Delevingne have millions of followers, and this is often a big factor in a brand’s decision to hire them. The 2000s also brought a new and improved market for models who look different than “traditional” models.

The modeling world is constantly changing, and today there is an enormous market for models of all ages, sizes, heights, and shapes!  Plus size models for example make a whole different category in modeling world.

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