This series of pictures were made for a client who was doing small ranges with small runs, and all made here in Australia. Which was very bold, expensive; and gave them a lot of control over the designs and manufacturing, and they were winning awards right from the start. Shardi the designer was also quite particular with her photography without having a large budget. So when we did finally shoot together it was exciting but also a little frustrating too. I have to say, that without a doubt; not only where her designs unique, her sense of styling and feel for the woman of her label were quite exceptional! As for myself; I can't help imagining just what we could have done with these images if the budget had been there. We had a united vision and I believe we really did have the shots. These pictures are all completely fresh edits, most of them never published before.
Fashion isn't selling clothes, it's selling a fantasy to sell the clothes, the make-up, the perfume. Maybe you can't have that million dollar life, but when you buy that dress, that outfit; you are transformed and you really do feel like a million dollars. I know I do! I think this is the true story of fashion. Not what the dress looks like in a scientific, perfect look book way. But the way the fashion makes you feel; which can't be told in a look book picture. Same with runway pictures from the fashion circus - these are still trade show events, the inspired idea yes - but not the wearing of the clothes, the real-unreal world of buying and wearing fashion. So my heart aches when I look online and don't see a life I want to live, nothing of a life I desire and aspire to. I just see clothes, not fashion. One rack one page, looking more or less - well almost exactly the same as the rest.. I no longer see any difference, or the glamour of fashion; but I haven't forgotten it and I certainly haven't forgotten how to photograph it. You don't necessarily need a huge budget.. the dream, my fashion dream is still alive.
Taking our time to create the mood. |
Shardi styling Victoria - on location, Sydney, Australia. |
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Telling Stories in Pictures all over the world..
Kent Johnson, Sydney, Australia.
0433 796 863