Showing posts with label eCommerce. Show all posts
Showing posts with label eCommerce. Show all posts

Wednesday, 17 April 2019

A Bird in the Bower - Fashion Photography In An Old Sydney Garden

Well it's our artfully tousled platinum haired model Natalie; looking every bit a bird of paradise in the bower of course. We set out for this exotic garden shoot at a grand Victorian residence in Annandale, Sydney with high spirits. The weather as it sometimes does had other ideas - it decided to rain. At first we hoped we would be able to shoot inside; I had my lighting kit at the ready. But this lovely large house, home to two retired creatives was filled to the brim. Shelves everywhere, archives, books, the furniture all a bit wrong for our looks, not the glamorous feel we were wanting, needed.. Or there were dominating artworks, stuff, stuff, more stuff. I loved it all, but it wasn't what we were after. I would have thought I would be able to shoot around a lot of this visual clutter to minimise the impact, or exploit it. But in most rooms the decor would dominate and distract, we had a problem! I could not see clear catalogue shots being made inside this house. The client had picked the location, and unfortunately I never been offered a chance to check it out. So I did a shot at the top of the internal stairway to get us started; and that was it for the interiors.  Next we were able to get some shots on an upstairs verandah, inside-outside.. And thankfully by then, the weather had started clearing and we were able to make our way out into the garden.
Heritage house location fashion photoshoot. Classic beauty, model with short platinum hair in black silk jacket with wide white ruffle collar. Photographed by Kent Johnson, Sydney, Australia.

Even so, this beautiful inner west suburban garden while huge by inner city standards, was still not really that large. So time evaporated as I worked my way around still wet areas and tight spaces. To create clean and clear pictures that highlighted the fashion, within the environment in the best possible light. I had to choose our positions very carefully, to keep the illusion grand. It was a challenge that I faced for every shot, all of the day. We did well of course and got the shots we needed, even if it took a little more time than we had allowed for. I recently re-edited a personal selection of these pictures, as I have always liked them but felt there was more in them than had been developed at the time. Not big differences; but some subtle ones that make me a lot happier, and some of the shots with a mood different to the clients original selection. So here they are, the garden shoot revisited.. Model Natalie, H&MU by Kaori, Client: Sarissa.
Full length shot of a fashion model before a stained glass window in a Victorian house. Photographed by Kent Johnson, Sydney, Australia.
Black and white photograph, full length fashion shot of a model on a veranda with cast iron Sydney lace wearing a balc jacket and dress with ruffled collar. Photographed by Kent Johnson, Sydney, Australia.
Model portrait, for fashion campaign, purple silk dress, on location. Photographed by Kent Johnson, Sydney, Australia.
 Dramatic black and white photograph of model in black dress looking like a dancer from a bygone age. Fashion photography by Kent Johnson, Sydney, Australia.
Fashion model wearing a blue silk jacket in a grove of bamboo. Photographed by Kent Johnson, Sydney, Australia.
Dramatic light, black and white photograph of a fashion model in a bamboo grove. Photographed by Kent Johnson, Sydney, Australia.
Fashion campaign eCommerce photoshoot in a grand Victorian garden, Annandale Sydney. Photographed by Kent Johnson, Sydney, Australia.
Classic headshot of a high fashion model wearing a black mesh veil, photographed by Kent Johnson, Sydney, Australia.
Fashion campaign shot in an old overgrown suburban garden. Photographed by Kent Johnson, Sydney, Australia.
Model sitting on overgrown fountain in an old suburban garden. Fashion photographed by Kent Johnson, Sydney, Australia.

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Kent Johnson, Sydney, Australia.
0433 796 863
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Thursday, 29 March 2018

Photography - Fashion Campaigns and Look Books are Not the Same

I get the feeling that in 2019 a lot of fashion (& photography) is still going to be getting short shrift as energies continue to be channelled into eCommerce look books and IG-anything-goes pictures at the expense of strong and distinctive branding for fashion labels. When I was growing up, looking through the front section of a European or American edition of super fat copies of the VOGUEs of the world was where it was all at. The first chunk of the big magazines were packed solid with expensive and totally fabulous fashion campaigns. Then as now, fashion was an extremely competitive market and if you didn't have pictures to make your target audience - the people you wanted to be your customers swoon with desire - well the advertiser on the next page certainly would. These amazing campaigns (and they actually were amazing back when the word really meant... Amazing!) were not always so much centred on the fashion; as on the life and aspirations of that person the label was trying to seduce. And it was a seduction, no mistake about it. Astounding locations, impossibly beautiful models; clever studio sets and photography. Whatever it took to grab and HOLD your attention. That's what it was all about. And nothing about the art of seduction has changed!
Hero B&W Headshot of Victoria in top hat with black lace veil for a fashion campaign - photographed on location by Kent Johnson, Sydney, Australia.

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.
Fashion campaign photography - A classic warm toned black and white fashion photograph of a model in a striped dress holding a rose - photographed on location by Kent Johnson, Sydney, Australia.

Fashion campaign photography - Victoria in top hat, tulle ankle 'socks' skirt and bustier; classic warm toned black and white fashion photograph - photographed on location by Kent Johnson, Sydney, Australia.
Taking our time to create the mood.

Looking like and angel in a red dress with stiff ruffle butterfly sleeve, black leatherette leg gators - photographed on location by Kent Johnson, Sydney, Australia.A folded blue ballon skirt dress with side points, front epaulettes with four brass buttons on the bodice - photographed in black and white on location by Kent Johnson, Sydney, Australia.
Shardi styling Victoria, fashion catalogue photoshoot on location, Sydney, Australia - photographed on location by Kent Johnson.
Shardi styling Victoria - on location, Sydney, Australia.
Mid shot B&W fashion photograph, leatherette and lace layered dress with short mutton sleeves and top hat - photographed on location by Kent Johnson, Sydney, Australia.
Fashion photography of a Bias detailed bodice with ruffled skirt dress, pull over leatherette sleeves, model reading a book while walking - photographed on location by Kent Johnson, Sydney, Australia.
Mid shot B&W photograph of Victoria wearing a leatherette bodice dress with layered two tone lace skirt and top hat - photographed on location by Kent Johnson, Sydney, Australia.A fashion camapign headshot of Victoria looking back like and angel in a red dress with stiff ruffle butterfly sleeve - fashion photograph on location by Kent Johnson, Sydney, Australia.
Like what you see? Drop me a line to talk about your next fashion photography project - Call Kent on 0433 796 863 or Email kent@artcommunication.com.au
Fashion Campaigns, eCommerce and Look Books are not the same. "When I was growing up, looking through the front section of a European or American edition of super fat copies of the VOGUEs of the world was where it was all at. The first chunk of the big magazines were packed solid with expensive and totally fabulous fashion campaigns. Then as now, fashion was an extremely competitive.."
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 Telling Stories in Pictures all over the world..
Kent Johnson, Sydney, Australia.
0433 796 863
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