Your abode might serve as the scenic setting for a professional photo shoot, magazine-style.
In the ever-evolving world of fashion, a significant shift has taken place, with photographers now considering images captured or created outside of a professional studio as equally valid. This change, driven by a focus on relatability and authenticity, has seen fashion shoots moving into more private and personal environments - homes.
This trend was evident in the Bottega Veneta campaign featuring A$AP Rocky and his children, which aimed to create a sense of familiarity and authenticity. The move towards home settings has provided a more curated selection of outfits and fewer crew members, offering a more intimate and personal touch.
Photographers have found inspiration in people's living spaces, often choosing to leave them untouched, treating them as an extension of the person being photographed. This approach is explored in the book "The Domestic Stage: When Fashion Image Comes Home," which delves into photographers' fascination with the home and why brands prefer the intimate setting.
The pandemic era saw many photographers and image makers forced to shoot at home due to restrictions. This necessity led to an adaptation of work, with a focus on more intimate, domestic, or conceptual themes. The shift influenced creative processes and subject matter, reflecting the constraints and emotional impacts of the pandemic.
Several fashion brands, including Dior, Zara, Martine Rose, Jacquemus, Gucci, and publications such as i-D and Vogue Italia, asked models to shoot themselves at home. Domestic spaces, with their unpredictable and realistic elements, have lent images a sense of realism due to unexpected environments.
Rachel Fleminger Hudson, a set designer, intentionally creates a synthetic feel for editorials, designing sets to look like kitchens, bedrooms, and lounges. On the other hand, Vogue Hommes International magazine spreads show how domestic spaces can have an element of artificiality, as seen in Nigel Shafran's images of football stars in temporary homes or Sarah Jones's uncanny series picturing show apartments.
The change in fashion marketing focuses on normalizing flaws and celebrating everyday moments. This is evident in Bottega Veneta's campaign, which reinterpreted Carrie Mae Weems's influential photography projects, using carefully planned props and set design.
Even after lockdowns, intimate, private settings remain a popular choice of location for fashion photographers. The trend, which began during the pandemic, is set to remain a feature of fashion imagery, as brands continue to seek authenticity and relatability in their campaigns.
"The Domestic Stage," published by Thames & Hudson, is now available in the UK, and will be available in the US on October 7. The book offers a comprehensive exploration of this shift in fashion photography, providing insights into the minds of photographers and the brands that are shaping the future of the industry.
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