Wednesday, 20 August 2008

Urban Edge Fashion & Atomic Milano

Four models, three tee-shirt designs and the urban landscape.

That was our Atomic Milano fashion shoot in a nutshell. The shots were made as atmospherics for an online catalogue to sell the exclusive Atomic Milano Tee-Shirts. The Atomic coffee machine is a 50’s design classic and in the days before cafĂ© style espresso machines became so affordable they are now seemingly in every kitchen; the Atomic was the stove top coffee machine of choice.

Street and Urban Fashion, Atomic Tee-Shirt

An edgy urban setting was chosen that allowed for some nice variations without having to move around too much. The client required enough variety to allow for rotation of images on the web site over time to keep the site looking fresh while staying on-theme so the images will all blend well with each other. We started out with an outdoor studio approach laying down the new 3.2 x 12 meter vinyl white background on the roadway. Our new white ‘floor’ blended nicely with the low graffiti smattered concrete wall creating a neutral space for the models to work in and highlight the Atomic Milano Tee-Shirt.

Modelling the Atomic Milano Tee-Shirt

It was decided that the casting for the models should reflect the world-wide universal appeal of the Atomics design & coffee too. If my enthusiastic directing was anything to go by, I may well have had one coffee too many that morning. But the mood was infectious and the models picked up on the Atomic Milano coffee high and delivered great energy for the shoot. The approach to the photography and fashion seems highly suitable for youth market and surf wear; don’t hesitate to call me with any inquires about shooting your fashion line.

Four models wearing the Atomic Milano Tee-Shirt with Graffiti background

Kent Johnson, Sydney 2008.

Monday, 4 August 2008

White Background Studio Photography.

White Background studio photography has long been a staple of high fashion magazines like Vogue, Harpers and Elle for very good reasons. Virtually nothing can compare to the clarity of high quality White Background (WB) studio shots. This longstanding studio technique was made famous by fashion masters such as Irving Penn, Richard Avedon, Bill King and David Bailey.
white background studio photography fashion campaign with movement
Jeans fashion campaign white background studio photography
Black Jeans fashion campaign white background studio photography
But what makes WB so popular and why has it stood the test of time so well? Whether it be Fashion Editorial, Advertising or Catalogue, WB presents a blank canvas for the photographer to show their pictorial skill and the fashion in a multitude of ways. A plain white studio is no place for a photographer to experience a creative block; rather it’s a bit like a creative Olympics, a level playing field where the photographer gets to show their stuff!
white background studio photography fashion campaign black dress and capewith movement
White dress, fashion campaign white background studio photography
Mid shot, fashion campaign white background studio photography
Of course WB is not just great for high fashion it’s also very useful for catalogue work too. With fashion retail moving to the internet, modelling the clothing against a neutral backdrop like a WB allows for easy integration into the web sites online sales pages and makes updating the site while maintaining site consistency a simple proposition.

Studio Fashion with Musicians against a white background.
For more ambitious shoots like the work at the top of the page, a large studio area is required so the photographer has adequate space to model the lighting as desired. However a lot can be achieved in more humble studio set-ups and in these situations a little Photoshop clean up can go a long way in acquiring the desired result.

White Background Look-Book studio swimwear and fashion photography.

As a freelance assistant in Sydney in the late 80s I had the privilege of working with quite a few young photographers who had trained with some of the Masters mentioned above. Shooting White Background on film without the benefit of retouching is a great skill and being able to see and experience first hand the varied approaches to this staple of studio photography was a great education.
I hope you enjoy some of the simple examples of my WB work on this page. Please feel free to contact me about any fashion projects you may have in mind.
Kent Johnson,
Sydney Australia 2008
0433 796 863