05/10/2019
The term "fashion photography" describes a type of fine art photographydevoted to the promotion of fashion items such as haute couture clothing, as well as mass-market clothes, shoes, perfume and other branded products designed by fashion houses around the world. Practiced by many of the world's greatest photographers, "fashion photography" should be seen primarily as a form of visual art, rather than an applied art, since the images created do not serve a utilitarian function. Furthermore, 21st century fashion photos - like mainstream TV commercials - are primarily concerned with the promotion of a brand (that is, a concept), rather than a physical product. (Please see also: Is Photography Art?) Whatever its precise meaning or aesthetics, "fashion photography" is closely linked to contemporary art and popular culture. Not only does it reflect popular attitudes, aspirations, and tastes, it also reflects the views that women have, about their self-image, gender and sexuality. In addition, "fashion photography" is inextricably linked to the media. Emerging initially to satisfy the needs of women's magazines published by Conde Nast and Hearst, such as Vogue and Harper's Bazaar - today augmented by publications like Elle, Cosmopolitan, Vanity Fair, W, Graziaand Seventeen - it now has instant worldwide impact thanks to the digital computer revolution and the Internet. Although New York replaced Paris as the the mecca of fashion photography as far back as the 1940s, Paris and Milan remain important creative centres, while Far Eastern cities in India and China will no doubt emerge as international fashion centres before long.
