Fashion Photography

Virginia Oldoini, Countess di Castiglione.
Photographed by Adolphe Braun, c1860.

Fashion Photography started to develop from early days of photography. In 1856, a french photographer Adolphe Braun published his book containing 288 photographs. Virginia Oldoini, Countess di Castiglione,  a noblewoman from Tuscany, was the first fashion model of whom Adolphe Braun took fashion photographs. Technological advance in halftone printing made it possible for fashion photographs to be featured in the magazines; and the first appearance of fashion photography made its debut in French magazines such as La mode practique.

In 1911, a publisher of Jardin des Modes and La Gazette du Bon Ton, Lucien Vogel induces Edward Steichen to use photography to promote fashion as a fine art. Steichen then decided to photograph gowns that were designed by Couturier Paul Poiret, which appeared in a magazine called Art et Decoration. 

[1]  Scarlett Johansson 'Vogue' Cover

The photo shoot done by Edward Steinchen might be considered to be one of the first modern fashion photography; but where is the line that separates portrait from fashion photograph, and whether early fashion photographs done by Adophe Braun were more of a portraiture rather than a fashion photography. A photographer taking portraits aims to capture individual's facial features and emotion to showcase subject's personality and physical appearance. In fashion photography the individual, known as the model, is merely a live mannequin who is dressed in various clothing, designed by couturiers, to showcase them to the public. However, on the covers of fashion magazines such as 'Vogue', 'Glamour', 'Harper's Bazaar' fashion photography and portraiture blend in; where the individual just as important as clothing.

Adriana Lima 'Vogue' Cover

The photographs, that are featured in a fashion magazine, are being manipulated in many ways from makeup artists work their magic to the Photoshop artist. The photographs that go to the cover page are the most that are being manipulated. For instance, on the 'Vogue' cover with famous model Adriana Lima below, the photograph was processed with a help of Photoshop artist where makeup artists failed or was not enough to achieve the look that would allure customers. The texture of the skin was altered to make it look smooth without any wrinkles; moles were removed from her face as well. The brightness and contrast are more likely  have been changed to achieve required look. These manipulations, which are done for the cover of the magazine, create a stereotype of the beauty. Nonetheless, the photographs that are presented in the magazines, are not as much manipulated digitally as physically by makeup artists; the digital manipulation usually done for creative purposes.

Adriana Lima with Basic  Every-Day Makeup

The look, of the model, that can be achieved with makeup and minor digital enhancing, which does not involve changing body shape, is acceptable; it is a fashion after all. Most of the models do not require major changes to their body. For instance, Victoria's Secret models are must stay in shape to meet the requirements, which are being asked of them, with some exceptions.