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The second end of fashion photography

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The second end of fashion photography
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  • The second end of fashion photography
    2010
  • Around 2002 I produced my first fashion series. At the time, I had been viewing a lot of fashion work from the most recognized fashion photographers and thought I was ready to start my own photo production. A couple of years later, I started to feel that incredible sensation when you realize that your work is similar, or even better, than most of great fashion images I have been gathering in my collective memory. That act of comparison begins to define the criteria about what a good fashion image is. It is a great feeling to reach that point, but after that, having done “great” fashion images, your motivation changes and it becomes monotonous.

    What supposedly makes a fashion shoot great? The answer is simple. In general, every photographer, fashion editor or designer, is looking for the same, something to constantly stimulate our visual pleasure, and nothing else. The elements needed are a gorgeous model, a good stylist a talented make up artist and, in some cases, an incredible location, decent budget and a computer freak slash post-producer. In almost any publication, like Vogue and all mainstream fashion editorials to the independent ones, everything and everyones sight are pointing to the same direction, having a wall an inch from their face, they forgot how important is the content within the form.

    This is the second end of fashion photography.

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