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Fashion/Advertizing Photographers

Basic timeline of Richard Avedon, Herb Ritts, and Annie Leibovitz.
by

Rebecca Craver

on 7 December 2011

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Transcript of Fashion/Advertizing Photographers

Herb Ritts American fashion photographer
Born in Los Angles August 13, 1952 – December 26, 2002
Background Techniques/Style Influences/Philosophy Art Movments of the Period Political/Social attitudes of the era Technology Content and Meaning How the work was received How his work is viewed today From 1975-82 he worked in West Hollywood as a sales representive, this job allowed him to travel
Late 1970’s to early 1980’s Ritts mastered his craft and developed a personal aesthetic by photographing men’s and women’s fashions for LEI and PER LEI, Vogue, Mademoiselle, GQ, and Tatler.
Due to the traveling from his job Ritts started taking informal portraits of his friends as a hobby •In 1978 his hobby started to evolve into a craft when he walked on the film set of, "Champ."
There he photographed Jon Voight and Ricky Schroder and that image apperead in color in the NewsWeek Magaizine Ritts is drawn to clean, pure lines and strong simple forms however, he complicates his photographs by the use of mystery or whimsical elements
The balance and order of classical style are often apparent in his work
Ritts heavily relies on dramatic lighting and elements of the environment to enchance his subject
Many critics still viewed photography as a threat to the traditional fine arts, they viewed Ritts’ work as nothing but a marginal status- nothing to really value
There were some advances in technology for the camera but Ritz thought that people were so concerned about having the right camera and the right film and the right lenses and all the special effects that go along with it, even the computer, that they missed out on the key element of what made a photograph good
Ritts was a benefited from the realization of, “the realities of the marketplace and the relationships between art and artists and the culture industry”
Neo-Expressionism, New Image painting, the East Village scene, graffiti art, and neo-conceptualism were some of the major art movments of Herb Ritts' era Today Herb Ritts’ photography is vastly celebrated as genius
Mr. Ritts's fashion work was distinguished most of all for its worship of the body. The clothes, or the setting, seemed almost peripheral. For that reason he was a favorite of designers, like Gianni Versace, whose clothes paid homage to the human form.
Because Herb Ritts was self taught he claims that there was no specific influence
Ritts primarily uses black and white film and with high levels of contrast In 1974 Ritts earned a econmics degree from Bard College Ritts's work really questioned the concept of sexuality and gender roles in society

He also liked to show the human body as masterful art piece During the 1970's and early 80's there was alot of policial and social agendas going on. Regagnomics, conservatism, and second wave of femminism "I sometimes find the surface interesting. To say that the mark of a good portrait is whether you get them or get the soul - I don't think this is possible all of the time."

Anne Liebovitz Enrolled in the San Francisco Art Institute intent on studying painting
It was not until she traveled to Japan with her mother the summer after her sophomore year that she discovered her interest in taking photograph
Background Liebovitz earned a BFA in 1971 in photographer
Style She was heavily influenced by Henri Cartier-Bresson and Robert Frank and Richard Avedon
Her partner Susan Sontag was also a great influence of her work, due to the fast that Susan Sontag wrote several essays on photography
Influences Leibovits is known for hip images and surprising poses that imbued with saturated colors
Leibovitz practically reinvented the single, storytelling portrait, using humor, corniness, oddity, boldness, silliness and sheer unexpectedness to make a photograph catch your attention instantly
Fahsion and Advertizing photographer Art Movements of the Period Poitical/ Social influenes Technology Content and Meaning Leibovitz first started out in black and white because that is all they taught in school She has started using Photoshop alot in her advertizing posters When Leibovitz undertakes a major portrait she often spend days with the subject at various locations because she wants the composition to be just right
Her pictures do not denigrate or disparage. Instead they document the celebrity circus with an acutely literal vision, submitting the famous to playfully acrobatic postures and various acts of clownishness Leibovit’s work often sparks controversy, aka Miley Cyrus, and the Queen of England, LeBron James and Gisele Bundchen
Critics says that Leibovitz is just a commercial photographer and not a true artist with a personal vision-Leibovitz stated that a lot of her work has had to satisfy her employers
She is seen widely as the photographer who revolutionized American portrait photography by making it as much about the photography as it is about the subject
How the Work was Recived Richard Avedon "A photographic portrait is a picture of someone who knows he's being photographed and what he does with this knowledge is as much a part of the photograph as what he's wearing or how he looks."
May 15, 1923 – October 1, 2004 “Regardless of whether you speak the language or are familiar with a culture, the picture should hold up."

Background Born in New York on May 15, 1923, Richard Avedon was in possession of a Kodak Box
Brownie camera by the age of 12
Having studied philosophy at Columbia University from 1941- 42, Avedon worked in the photography department of the U.S. Merchant Marine, taking identity photographs of service men (1942-1944) He went on to study photography under Alexey Brodovitch at the Design Laboratory of the New School of Social Research from 1944 to 1950
From 1945 to 1965 he worked at Harper’s Bazaar under Brodovitch and Camel Snow
In 1952 he became the staff editor for Theatre Arts
In 1965 Avedon started working for Vogue under Diana Vreeland and Alexander Lieberman
Richard Avedon was heavily influenced by Martin Munkasci’s fashion photographs that Avedon looked at as a boy.
Maunkasci’s style remained in evidence in Avedon’s own fashion work for magazines such as Harper’s Bazaar in which Avedon shot models outside and in motion in order to arrive at dramatic, blurred like images
Influences Style/ Technique Avedon presented his fashion photography as theatre
His innovative style greatly influenced other photographs such as Anne Liebovitz
Interesting details of all three photographers
All three photographers worked at Vogue
Richard Avedon and Herb Ritts died just two years apart from each other (AIDS and cerebral haemorrahage)
Anne Leibovitz adored Richard Avedon and used him as her personal standard of excellence
Leibovitz stated that, “His work is a great reminder bout trying to be simple and strong.”
Leibovitz and Avedon were both professionally trained while Ritts was all self taught
Ritts and Avedon although famous for their work at approximately the same time and little do with one another
The same year that Avedon died Leibovitz lost her partner and her father
All took famous celebrity portraits that influenced pop culture as we know it

Squiers, C. & Aletti, V. (2009). Avedon Fashion 1944-2000: The Definitive Collection. New York: Abrams.

Fairbrother, T. & Martin, R., & Meisel, S., Sischy, I. (1999). Herb Ritts Work. Boston, Bulfinch Press book.

Grover Art Online. (2011). Leibovitz, Annie {Data file}. Retrieved from http://0-www.oxford-artonline.com.libra.naz.lib.org/subscriber/article/grover/art/t2090447

Grover Art Online. (2011). Avedon, Richard {Data file}. Retrieved from http://0=www.oxfordartonline.com.libra.nazlib.org/subscriber/article/grove/art/T005275

Avedon, R. (1993). An Auto-Biography Richard Avedon. New York: Random House & Eastman Kodak Professional photography Division.
Works Cited Artistic Movements Social attidues Technology Content/Meaning How the work was recieved How the work is viewed today The New York Times said that "his fashion and portrait photographs helped define America's image of style, beauty and culture for the last half-century." Avedon was always interested in how portraiture captures the personality and soul of its subject
Modern Art
Contemporary Art October 2, 1949-Present Cold War Born in Wattenbury Connecicut Father was in the Air Force and mother was a dancer Avedon's work is celebrated as revloutionary and as a genious ""Great Mirror of all the value we add in order to display and qualify surface." Avedon focuses on the human form and exaggerated it Avedon is considered a great artist Avedon's intention was to show people what they couldn't intially see, to make
things visible His content was people, he had personal interactions with almost everyone he
photographed His family used to plan compositions for family snap shots,
He was fascinated because he saw them as a fantasy His fashion work was seen as fresh because everything at that time was monotonous and he seemed to give life to the clothes Hungarian photographer that revolutionized fashion by getting the models to move, no more static posing At the time his fashion work was more celebrated than his portrait
work-Avedon was not happy with this Social injustices and social class-the different
and indifferent Avedon used black and white film up until 1980's when he started to play with Color There were those who said that Avedon's photography merely reduced faces and the human form into anatomical data Avedon to some degree hated the falsness of high society-the glitz and glamour He was a status symbol at the time Was able to take advantage of cameras that had better shutter lenses and focal lenses Rock and Roll Modern Art She is seen a enigma, she is widely known and celebrated today for her creative vision World War Two Cold War Civil Rights Ritts used alot of texture and strong patterns with his subjects
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