Salvonista Magazine - Street Fashion, Fashion Story..

Back in late July this year I had the pleasure of blending my location fashion photography skills with the look-and-feel of my "Street Fashion Sydney" style blog on a magazine shoot for the Salvos clothing stores. The commission came my way via a colleagues recommendation (thank you Sandra)  to evocatif agency who handle the marketing for the Salvos Stores. The plan was quite simple; shoot 6 or so Op Shop / Vintage Fashion inspired looks in a Street Fashion style. The client cast the talent for the shoot while I recommend a location in Sydney's inner city suburb of Redfern which could provide us with enough variety and street style coolness within a block and a half. In line with the 'street style' of shooting our talent did their own grooming and hair and make-up allowing us to keep a natural look to the shoot.

Iv'e added in a few of the alternative shots from the day to keep things fresh; as always we had a good selection of strong 'hero' shots to choose from. The whole assignment was shot on the Fujifilm X-Pro1 using the fabulous Fujinon 35 & 60mm lenses in natural light.

Thanks to Ashley and Gareth from evocatif;
Our wonderful talent on the day and my assistant Bob Newman and of course Sandra for recommending my photography services.

And lastly thanks to the woman in the red top who walked into my 'shadow picture' that I stopped to take at the end of the day for helping make this shot one of my most popular shots online ever! A perfect end to a perfect day.

Kent Johnson,
Sydney, Australia.

0433 796 863

kent@artcommunication.com.au

www.kentjohnsonphotography.com.au

www.fashionphotographysydney.blogspot.com/

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Urban Edge Fashion Advertising with Billie.

The new Australian fashion footwear label Billie Shoes have launched their web site with an on-line catalogue including background information about the shoe designs and company. I did the product shots for 'Billie' some months ago and we shot the images for the web site and promotional material in late June.



The brief for the shoot was 'young and edgey fashion' with both Urban and Beach locations coupled with some white background studio shots to boot (no pun intended)! We had six models on the shoot, three male and three female and shot about 32 setups on the day including the studio fashion. Our stylist did a wonderful job putting together about 50 outfits for the shoot which included triple shots, doubles and singles. The large(ish) number of models allowed us to shoot some while others changed making a seemingly impossible amount of shots quite do-able.



The client and the team were all very organised and the shoot went very smoothly with our little convoy of cars moving quite seamlessly from location to location. Final post work on the images was done by 'Billies' graphic designer at Maxco imparting a slightly nostalgic feel to the pictures and web site. Great job guys!



The shots were all done full length as lifestyle images for the site, advertising and promotional material. Its quite a tricky proposition keeping the focus on the shoes in all full length images but I think we did rather well with the footwear presenting as a distinctive key element in all the shots. I have decide to post the published 'web' images in this blog but I will post some of the 'originals' at a later date. You can view a couple of the white background studio shots on the previous White BG Blog.



Thanks to everyone who worked on the shoot and the models who did such a great job of delivering the laid back urban fashion feeling 'Billie' was after. You can visit the Billie Shoes web site here, Billie Shoes.

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 café style espresso machines became so affordable they are now seemingly in every kitchen; the Atomic was the stove top coffee machine of choice.



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.



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.



Kent Johnson, Sydney 2008.
kent@artcommunication.com.au