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Fashion Photography

The Evolution of Fashion Photography

Yuanyuan Wen

on 7 March 2013

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Transcript of Fashion Photography

Fashion Photography: 1910 1920's Baron Adolphe de Meyer (cc) image by jantik on Flickr The Evolution of Fashion Photography Introduction: By studying photographers of the past, we develop an understanding of how fashion photography has changed over time. Both photography and fashion have evolved in many ways, changing both the image and view we have of fashion photography.

Fashion photography is mostly used for advertisements and magazines where the idea and image of fashion is portrayed. Early Fashion Photography 1930's Horst P. Horst Martin Munkacsi 1940's Louise Dahl-Wolfe 1950's 1960's David Bailey 1970's Helmut Newton 1980's Herb Ritts 1990's Mario Testino Today & Conclusion: 1868-1946 Baron de Meyer the first fashion photographer.
He experimented with soft-focus lenses and back-lighting and his photographs have an overall grey key with the darker tones around the faces and arms.
He was asked in the beginning to take "experimental" photographs for Vogue and then later became their first fashion photographer. He began by taking photographs of actresses and models in their own clothes. 1879-1973 Edward Steichen He is considered the first modern fashion photographer.
Revolutionized the field by banishing the gauzy light of the Pictorialist era and replacing it with the clean, crisp lines of Modernism
Said to have established the glamour of fashion
He uses simple props to create a stylish arrangement of forms, modernist in view, but classical in order and arrangement
He published works in the magazine Art et Décoration in 1911 - these are seen as the first modern fashion photographs published.
After World War I, his photographs regularly appeared in Vanity Fair and Vogue. Edward Steichen 1906-1999 In addition to being recognized for his fashion photography, he was also recognized for interior, still lifes and environmental photography.
Was known to use many studio props.
He composed his images with careful arrangements of light and shadows.
His positioning of his models looks statuesque due to his interest in surrealism.
When directing models, he was very straightforward Specialized in sports action photography
Munkacsi brought a large shift to fashion photography that revolutionized the way fashion photographs were taken.
Realism was seen in these photographs that captured motion.
Models stopped posing statically and starting portraying the new lifestyle for the modern woman.
The active-life clothing ideal gave women freedom and was much less restricting than the previously popular styles.
Signed with Harper's Bazaar $100,000 1895-1989 Started focusing on photography in 1919
Worked for Harper's Bazaar as one of the first female fashion photographers.
Contributing with 86 covers during her 22-year tenure
She was also one of the first to use Kodachrome, which had just been brought onto the market in 1935 Richard Avedon Richard Avedon began working with Harper’s Bazaar at 21
His images expressed the idea that models should be full of character and spirit, bringing their own personalities to life in the photo.
In 1958, he was considered to be one of the world's ten greatest photographers 1923-2004 1938- One of the most famous commercial photographers in the world, is still successful as a photographer and film maker.
He has remarked that his approach was inspired by the style and free expression of working girls in dance halls.
very sensitive to its use in magazines 1920-2004 Newton was inspired by style, sex, and theatre to fashion.
Fashion photography of the time resembled a deeper connection to sexual fantasy than to fashion. Shot many of the now-iconic portraits of 1980s and 90s supermodels and celebrities.
Focused on black-and-white photography and portraits in the style of classical Greek sculpture.
With his images he created perfect symmetry with the shapes he forms in his photographs. Fashion photography lacked any clear direction in the 80's. Photographers were creating images of women reflected changing social attitudes and editorial-like ad campaigns 1952-2002 1954- Celebrity and fashion photographer best known for magazine covers and editorials.
Characterized by clean, consistent, corporate style. In the past few years, fashion photography has become the guiding medium of contemporary visual culture.

Fashion photography tends to be a credible watermark of beauty ideals of a given era, as well as an indicator of the political and social climate.

The power of fashion photography is to record images and more often, it deeply influences the "here and now”.
Fashion photography is said to have began in Paris in the 18th century when pictures were handpainted and distributed in what was known as "magazines". These were precursors to what would later become fashion photography.
The development of the first camera/camera techniques was during the 1830's but a technique making it easier for distribution was not developed until later. Advances in halftone printing made it possible for fashion photography to be developed. The 60's introduced the British cultural trend of breaking down old- fashioned antiquated and rigid class barriers by injecting a working-class or “punk” look into both clothing and art. This era became known as "Swinging London". Fashion photography in the 1970's had a greater liberation that reflected the era. Not only were the models more uninhibited but the photographers were challenging the conventional boundaries. Mario Testino Photograph by Alex Franco. Published in Vogue, February 2010. 1954 His mother is a housewife whose glamorous style later influenced her son Mario. 1986 Moved to New York and redirects his efforts from fashion photography to photos of male nudes, experimenting with light to make them look their best. 1983 First in Vogue 1995 Worked on Gucci campaign, the first of many.
after this, Testino is undoubtedly in fashion. Pop superpower Madonna requests Testino for her Versace ads. The photos appear in high-fashion magazines and on the cover of her album Something to Remember. Mario Testino, Kate Moss from Celebrity Icons, 2001 Testino,Emma Watson,Vogue UK 2010 December Mayra, Becca & Yuanyuan Stephanie, Cindy, Christy, Tatjana, Naomi, Hollywood, 1989

Herb Ritts Foundation, Courtesy of Edwynn Houk Gallery Herb Ritts Ritts's ability to create photographs that successfully bridged the gap between art and commerce
power of his imagination and technical skill
marked the synergy between art, popular culture, and business that followed in the wake of the Pop Art movement of the 1960s and 1970s. Versace-Veiled Dress, El Mirage, 1990

Herb Ritts Foundation, Courtesy of Edwynn Houk Gallery Herb Ritts Herb Ritts
April 28–June 25, 2011, at the Edwynn Houk Gallery was a Los Angeles-based photographer
reputation for his distinctive photographs of fashion
models, nudes, and celebrities.
Died from AIDS in 2002
Created photographs that successfully bridged the gap between art and commerce Alice Springs. Published in Vogue, September 1989. Imagination
Preferred to work with lesser-known models and hated surgically amplified breasts.
Avoided working in studios Here They Come II, Paris from the series Big Nudes, 1981, Helmut Newton/Maconochie Photography
One of the best British photographer
Captured & helped Swing London of 1960s
Bailey is now regarded as one of the first celebrity photographers
Was an inspiration for Blow-Up David Bailey The Rolling Stones, 1965. Prints & Drawings Study Room, Royal Engagement Portrait most relaxed
aware of the camera as members of the royal family needs to feel completely comfortable if they are to look their best. Royal Engagement Portrait, Mario Testino, 2011, St. James’s Palace Cecil Beaton 1904-1980 Vogue took him on regularly in 1927 after learning photography from Paul Tanqueray
Beaton is best known for his fashion photographs and society portraits.
Started to depict “reality” in his photographs and was fired from Vogue in 1938.
Then he began taking photographs during World War II where he was first positioned to take photographs of the home front – He captured a photo of a war blitz victim Eileen Dunne clutching her teddy bear, creating a lot of controversy about the government and their role in the war. George Hoyningen-Huene 1900-1968 He began working as a photographer in 1925
In 1931, published his first photograph in the French version of Vogue and started working for “Harper’s Bazaar” in New York in 1935.
George worked in big studios and worked with whatever lighting he was given to work in.
He published two art books and worked as a “master portraitist” for stars and celebrities.
George worked in big studios and worked with whatever lighting he was given to work in. Mainbocher Corset, 1939 1896-1963 Martin Munkácsi
Fred Astaire on his Toes, 1936
Courtesy the Collection of F.C. Gundlach . . Vilmos Kohut, one of the best Hungarian players, circa 1928
Courtesy the Collection of F.C. Gundlach http://www.horstphorst.com National Museum of Women in the Arts, 1940 "Think while you shoot" The Divers , Paris, 1930
Fahey/Klein Gallery Horst Torso, Paris, 1931
Fahey/Klein Gallery Mlle Alicia, Swimwear by Patou, 1928
Fahey/Klein Gallery The London Blitz, 1940
© IWM (MH 26395)
Imperial War Museums - London The Cecil Beaton Studio Archive at Sotheby’s Two girls in a garden 1910
Collection of Jan Weijers (Servatius)
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