1. Fashion
Photography
Alida Muresan &
Gaile Martinenaite
28/11/11
conceptepediatekt1i1

2. // Introduction (p.1) // History
of Photography (p.3) // History
Fashion Photography (p.7) // Fashion
Photographers (p.9) // Future (p.15) //
Sources of Information (p.17) //

3. content

4. introduction
Among the different genres of
photography, there is one genre that
surrounds us almost on a daily basis,
while reading a magazine, doing
groceries or just by talking a walk
through the city.
The Genre of Fashion Photography
is one of the predominant and most
lucrative fields in this craft.
The Main focus is to display clothing
and fashion items, mostly conducted for
fashion magazines or advertisements,
while some of those pictures could easily
be found in art galleries as the variety
of expression and technique grew over
time.
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5. 2

6. history
of Photography
In general, the idea of photography
may have started with the idea of the
“camera obscura”, the projection of
a surrounding, through a mirror on
canvas which could be than reproduced
on a piece of paper, for instance.
Photo = Light tGraph = Draw
That Projector came out of an
philosophic appraoch through the greek
mathematician Aristotle and was studied
later on around the years of 1000.
After numerous thought´s how to copy
the projected image instantly, a number
of chemicals must have been discovered
before, that made it possible to let the
light draw the imagry.
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7. Nethertheless, the process of photography The era of permanent monochrome
took several hours and wasn´t practical photography was an influencial one.
at all. One of the first pictures made by Postproduced well, those images had,
the Frenchman Nicephore Niepce needed and still have a classical look and a
a exposure time of 8 hours for just one wonderful expression which is also used
image and was not permanent. by many reputable photographers today.
(Got lighter with the ammount of light afterwards)
Color photography was explored at
After several experiments and the use a similar slow approach in the 19th
of other chemicals such as *silver century, starting again with very long
compound, it was possible to reduce exposure times. (hours – up to days)
the exposure time to just a few minutes The technique that was used to produced
which made it possible to shoot the first color image, is basically the same
portraits in the years around 1830. principle as we use color-correction
today. The colors Red, Green and
Around that time, plates and paper was Blue were used as a Filter to take three
used to copy the image, but since George different black and white pictures. Shot
Eastman developed the flexible film in on a transparent, those colored pictures
1884, which was also used later on in the could be projected afterwards.
first filming devices, photography as we That was 1860, however, It took over
know it today had its canvas. 40 years to commercialize the first
successful color-process in 1907.
At first, it was only possible to take
pictures that draw the differences between
the light on an object in a monochrome
way, which means that the image was
displayed only in hues of black, blue or
brown. (depending on the process)
*Silver Compound
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8. The Autochrome method by the Lumiere Digital Images are exclusively shot by
brothers in 1907 comprehend plates an electronical sensor, that records the
with a microscopic mosaic layer made picture as a set of electronic data. That
out of dyed grains of potato starch. data is usually transmitted to a Computer
After exposing those plates to the light, where the procedings for the pictures are
the layer illuminates each of those being done.
small fragments with the correct color. The whole process of chemistry involved
Afterwards, the tiny points melt together in photography became a thing of the
as perceived by the human eye and create past. Consumer models are affortable and
the effect of a colored image. available in every imaginable color and
size, comprehending different functions
Kodachrome. A company we all know up to the ability of shooting HD-Film.
today is the Kodak company.In 1935, Pictures that needed to be exposed for
they introduced a color film that was several hours, to get an image on canvas,
able to capture all three colors within are now being exposed by a speed of
a multilayer. It was out of 3 Layers 1/1000 seconds per picture.
and each layer was reacting to each
of the three colors Red, Green and
Blue. In combination of using special
“color couplers” during the process of
development, one gets a complete colored
image.
Later on, Agfacolor released the exact
same film, just with a layer of “color
coupling” emulsion on top.
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9. Polaroid ...
...released the first Instant color film in combination with a special camera-model in
1963. The picture that was taken, could be immediately shown in just a few minutes
after taking it.
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10. history
Fashion Photography
The genre of fashion photography
serves predominantly the exposure of
expression. One might think that this
genre shows clothing & accessories
itself but that stands almost never in the
foreground of this craft or isn´t captured
in the images at all. It is rather the
aesthetic and the emotion that a good
image is able to deliver.
Some perceive this kind of photography
often as being experimental, playful and
innovative – some as highly professional
in technique and elegant.
This field has a variety of exotic
examples and in fact, the pursuit of being
different and exotic is a main driver
that determines a successful fashion
photographer.
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11. The first fashion model was Virginia
Oldoini, a noblewoman at the court of
Napoleon the 3rd. The publisher Adolphe
Braun released a book of her in the year
of 1856, showing 288 pictures of her in
her official court garb.
With the development and the ability
to produce pictures on flexible film
and with the advances in halftone
printing, fashion photography became
immediately a part of magazines in the
first decade of the 20th century.
The models at that time were usually
shot in a natural environment, till Adolf
de Meyer started to stage his shots,
giving them a more unique appearance.
In the mids of the century, the focus on
fashion photography which was ruled
by Europe at the time, shifted to the
United States, bringing up a new elite of
photographers.
Nevertheless, the European magazines
found their way into the U.S. too and are
still competing today.
*Vogue International 2011

12. Fashion
Photographers
Here, we will give you a brief insight
over 5 high profile photograph artists
nowadays, for what they are famous
for and their breaking-through
moment...
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13. Born on 2nd October,1949 in
Waterbury, Connecticut, Annie Leibovitz
started her career as staff photographer
and was working for the just launched
Rolling Stone Magazine.
She made the famous picture of John
Lennon and Yoko Ono in 1980, five
hours before John Lennon got shot to
Annie Leibovitz death.
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14. He is yugoslavian by Birth and one of
the most known fashion photographers
in the world.
He is famous for his unique handling
of Light and Shadows which results in
shiny and glossy images
Andrea Klarin
andreaklarin.com 11

15. The german photographer was born
1964 in Erlangen.
He started taking portraits of musicians.
In the year of 1991 he made use of the
chance to follow the Band Nirvana on
their “Nevermind” Tour.
The Band was rather unpopular at that
time but later on, his portraits of Kurt
Jurgen Teller Cobain became famous.
12 juergenteller.com

16. Born 1943 in Paris. He followed his
girlfriend to New York where he
discovered fashion fotography by
working as a freelancer.
His works drew attention and he
became hired by Elle, Marie Claire
and 20 Ans Magazine.
Patrick Demarchelier
demarchelier.net 13

17. Born in Lima, Peru and living in
London.
He his most famous for his shootings
at the Buckingham Palace, including
almost the whole Royal Familly.
He also was the photographer of this
years royal wedding between Prince
Mario Testino William & Kate Middleton.
14 mariotestino.com

18. Future
The future of fashion photography
as well as photography in general,
will be dominated mainly by digital
photography. Although there will be
always photographers out there that will
prefer to shoot manually, without the
digital post-production in our largely
spread computer-generation.
A few predictions that will be definitely
used and are used at the moment
comprehend Computer generated
Images, the use of precice correction
and grading software and the usability
and communication of the photo-
equipment itself.
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19. Computer Generated Images are
already used for creating exotic
locations, while models being shot
on greenscreen. The next most likely
step could be, to replace parts of the
photographed model oder just draw the
whole model in a realistic way just by
using the computer.
Correction & Grading will become
more powerfull, more easy and precise.
It´ll also be much cheaper and affortable
for private use. The Next step of
correcting and grading could be, to
translate more information about the
image into the Data-Set of the Camera,
so that major changes can be made to
lightning and shadowing, which is hardly
possible today.
Camera Equipment will communice
more in the near future. Every small
device can be equiped with an internet
connection. The next step will be, to put
the whole mechanism inside the camera,
so that sharing and sending pictures
becomes fast, intuative and available on
any place of the world.
(Canon is already building a Wi-Fi Model)
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20. Sources
of information
History:
FreePhotoCourse.com
http://en.wikipedia.org/wiki/History_of_
photography
http://www.photohistorytimeline.com/
Artists & Imagery:
mariotestino.com
demarchelier.net
andreaklarin.com
juergenteller.com
Imagery:
retrothing.com
vogue.wordpress.com
www.belstaffjackenstore.com
http://nadinejolie.com
Overview:
wikipedia.org
youtube.com/history of Photography
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