If photography hadn’t existed fashion would not have become one of the most powerful industries of the 21st century. Image comes from imagining: visual representation.
In the fashion world there are people who edit the images and photographers that capture them; together they tell a story that gives fashion a certain charm. Advertising is not only a concept but also narration. Creating a setting to take a good photo is a comprehensive work because it is about telling stories and getting our attention.
Fashion, an industry worth millions, is a crucial sector for many countries, hence the explosive interest in the media and blogs. Never before has it been so strong.
It’s clear that what we wear, what we want and buy has been studied and decided in advance by people whose names are largely unknown. It is a spiral and what one year is in is out the next.
What’s new and alternative now will be part of everyone’s wardrobes in one or two seasons and will even reach the more conservative closets. That’s what creating a setting is all about: to create environments that even though they’re shocking, they produce desire.
But it is not only about presenting a story, what matters is the type of story. Fashion sells glamour, holidays in exotic islands, stylish interiors, but mostly it sells the story of a fantasy.
That’s all very well, but what’s most important is to ask what is behind the dress? Clothing can be visually beautiful, the scenery too. But it’s the history behind the design, behind the trend and fabrics that convey emotion and right there is where the opportunity to create the content of the photograph is. That’s why fashion magazines have people specialized in creating concepts that the photographer later converts into content.
Not so long ago I read that Phoebe Philo, British designer, always found it strange that people go backstage after a show to ask what the collection meant. She always thought she had said everything she wanted to say through the clothes and that the audience could interpret it as they wanted.
In art, the majority of people need to know what is captured on the canvas so they read the little note beside the painting without realizing that the important thing is to calmly observe the artwork.
It’s the editorial work which finally finds a way to show the different perspectives on fashion. The most impressive fashion editorials are and have always been the ones presenting a style that we never would have dared to use, or that would have been inappropriate for the kind of life we lead.
With staging the opposite happens. A good editor has to tell a story with quite a lot of imagination but they should also present clothes that their readers would like. They have to present a fantasy that can become reality.
The art of dressmaking and the story have become inseparable in a combination that has become the main reason why people fall in love with fashion. Once designed, produced and exposed, there is a camera that captures and conveys the end of the process.
The narrators-fashion stylists understand fashion as the art of creative expression, they dare to create content (either in words or images) to give their interpretation through unique stories, provoking our imagination.
Without fashion editors and photographers fashion would not be a captured dream but a distant idea. Fashion is becoming the most powerful aesthetic fact of this century.
Now dressmaking is far more than a minor art and no longer subordinate to the more elegant art forms. Now fashion is an art form of its own just like photography, which was questioned just because of the simple fact that it was portraying reality. Today’s culture has canonized both as art: photography and fashion have been liberated, to enter fully into the imaginary.