Clicking Fashion

In this day and age everyone has a camera at their disposal, but few have the skill to handle one. Photography has always held a special place in the fashion industry. There are many national and international names that have mastered the art and have captured myriad instances of fashion wonders.

Adolphe Braun

Fashion photography has been in existence since the 1800’s. Adolphe Braun is one of the first and probably the oldest to be associated with fashion photography. A French photographer, Braun influenced the 19^th century with his innovations. He published a book in 1856 that contained photos of Virginia Oldoini, who held the title of Countess di Castiglione and technically the first fashion model in known history. Towards the start of the 20^th century fashion magazines started hitting the stands, giving a boost to fashion photography. Magazines like La Mode Practique, a French magazine, and Vogue contributed to the start of this genre.

Edward Steichen

Edward Steichen, another founding member of this genre, was challenged by Lucien Vogel, a magazine publisher, to use photography to express fashion as an art. Steichen took up the challenge by taking photos of couturier Paul Poiret’s designed gowns which was published in Art et Décoration. This went on to becoming the first ever fashion shoot. And it was said that Steichen photographed the garments in such a way that they conveyed a sense of physical quality along with the formal appearance. Throughout the 1920’s and 30’s Vogue and its rival Harper’s Bazaar developed fashion photography and photographers such as Edward Steichen, George Hoyningen-Huene, Horst P, Horstand Cecil Beaton captured fashion while developing photography itself as an art form.

Richard Avedon

Post 1930’s, there was a change in the field of fashion photography. Martin Munkacsi clicked models at the beach with athletic poses, creating the first of its kind images. Irving Penn and Louise Dahl-Wolfe are some of the names that gained prominence. But it was Richard Avedon with his active imagination and portray of modern women, which redefined the art in the post world war ll era.

Craig McDean

Today fashion photography has touched new horizons by talents like Craig McDean, who is known for his hyperrealism, Patrick Demarchelier is known for his focus on fashion, Mario Testino who claims that his pictures are his eyes capturing what he sees and showing what he wants to show. Other names like Steven Meisel, Peter Lindbergh and Annie Leibovitz bring something unique through their cameras as well.  

Mario Testino                                      Patrick Demarchelier

Fashion photography is still in the growing phase in India. Atul Kasbekar is probably the biggest and the most familiar name and another name is Dabboo Ratnani that is well known to you, dear reader. Fashion photography is not just to show beautiful garments in a creative manner but it is an art that gives emotional quality to the garment, enhancing its beauty.   

Dabboo Ratnani (above), Atul Kasbekar (below)