The advent of photography in the mid-19th century revolutionized the way fashion was perceived and presented. In the earlier days, fashion was mostly communicated through illustrated prints or live models. But the birth of fashion photography brought forth an exciting, dynamic way to convey the spirit of fashion to a wider audience.
The early photographs were monochrome and took a long time to process, resulting in static, posed shots. This necessity for stillness often led to somber images, not necessarily showcasing the clothes in their best light. Regardless, these images formed the early blueprints of fashion photography.
As technology progressed, the 1930s saw the advent of fashion magazines such as Vogue and Harper’s Bazaar hiring staff photographers to curate their content. One of the pioneers, Edward Steichen, was renowned for his ability to create a narrative within his images. A memorable image from this era was a 1934 Vogue cover featuring a model in a swim-cap and bathing suit, shot from an unusual high angle, with her reflected in a mirror below. This image encapsulated the glamour and sophistication of the era, setting a precedent for future fashion photography.
The 1960s saw the emergence of a new form of fashion photography – street style. This was a stark contrast to the controlled, studio-bound shoots previously dominating the scene. Street style captured the authentic, natural, off-the-cuff moments of real people and their clothes. One photographer making waves in this genre was Bill Cunningham, who roamed the streets of New York on his bicycle, capturing the evolving fashion scene. His candid shots taken using a 35mm camera were featured in The New York Times, marking a shift in fashion photography from contrived studio settings to real-life scenarios.
The digital revolution of the late 20th century brought about yet another shift in fashion photography. With the advent of digital cameras, photographers could now shoot thousands of images without needing to change film or wait for processing. The immediacy of digital photography allowed for a more dynamic and spontaneous style of shooting.
Along with digital photography, the Internet paved the way for the democratisation of fashion photography. The launch of social media platforms like Instagram created a new generation of fashion bloggers and influencers, transforming the way fashion was consumed and shared. Digital manipulation techniques further allowed for the creation of fantastical, surrealistic fashion editorials.
Today, fashion photography is more than just showcasing clothing, it’s about telling a story, conveying a mood or a lifestyle. It’s about the interplay of light and shadows, the angles and composition, and the emotions evoked by the image. It has evolved from stark, posed photographs to dynamic, narrative images, from controlled studio settings to bustling street scenes, from print to digital, and from the hands of a few to the screens of many.
Throughout its evolution, one thing remains unchanged – fashion photography’s ability to transport the viewer into a world of beauty, glamour, and style, making it an integral part of the fashion industry. As we look towards the future, we can only imagine the exciting new directions that fashion photography will take.