Alida Muresan &Gaile Martinenaite

conceptepediatekt1i1

FashionPhotography

28/11/11

// Introduction (p.1) // History of Photography (p.3) // History Fashion Photography (p.7) // Fashion Photographers (p.9) // Future (p.15) // Sources of Information (p.17) //

c o n t e n t

introductionAmong the different genres of photography, there is one genre that surrounds us almost on a daily basis, while reading a magazine, doing groceries or just by talking a walk through the city. The Genre of Fashion Photography is one of the predominant and most lucrative fields in this craft.The Main focus is to display clothing and fashion items, mostly conducted for fashion magazines or advertisements, while some of those pictures could easily be found in art galleries as the variety of expression and technique grew over time.

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historyIn general, the idea of photography may have started with the idea of the “camera obscura”, the projection of a surrounding, through a mirror on canvas which could be than reproduced on a piece of paper, for instance.

That Projector came out of an philosophic appraoch through the greek mathematician Aristotle and was studied later on around the years of 1000.After numerous thought´s how to copy the projected image instantly, a number of chemicals must have been discovered before, that made it possible to let the light draw the imagry.

of Photography

Photo = Light tGraph = Draw

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The era of permanent monochrome photography was an influencial one. Postproduced well, those images had, and still have a classical look and a wonderful expression which is also used by many reputable photographers today.

Color photography was explored at a similar slow approach in the 19th century, starting again with very long exposure times. (hours – up to days)

The technique that was used to produced color image, is basically the same principle as we use color-correction today. The colors Red, Green and Blue were used as a Filter to take three different black and white pictures. Shot on a transparent, those colored pictures could be projected afterwards.That was 1860, however, It took over 40 years to commercialize the first successful color-process in 1907.

Nethertheless, the process of photography took several hours and wasn´t practical at all. One of the first pictures made by the Frenchman Nicephore Niepce needed a exposure time of 8 hours for just one image and was not permanent. (Got lighter with the ammount of light afterwards)

After several experiments and the use of other chemicals such as *silver compound, it was possible to reduce the exposure time to just a few minutes which made it possible to shoot the first portraits in the years around 1830.

Around that time, plates and paper was used to copy the image, but since George Eastman developed the flexible film in 1884, which was also used later on in the first filming devices, photography as we know it today had its canvas.

At first, it was only possible to take pictures that draw the differences between the light on an object in a monochrome way, which means that the image was displayed only in hues of black, blue or brown. (depending on the process)

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*Silver Compound

Digital Images are exclusively shot by an electronical sensor, that records the picture as a set of electronic data. That data is usually transmitted to a Computer where the procedings for the pictures are being done. The whole process of chemistry involved in photography became a thing of the past. Consumer models are affortable and available in every imaginable color and size, comprehending different functions up to the ability of shooting HD-Film.Pictures that needed to be exposed for several hours, to get an image on canvas, are now being exposed by a speed of 1/1000 seconds per picture.

The Autochrome method by the Lumiere brothers in 1907 comprehend plates with a microscopic mosaic layer made out of dyed grains of potato starch. After exposing those plates to the light, the layer illuminates each of those small fragments with the correct color. Afterwards, the tiny points melt together as perceived by the human eye and create the effect of a colored image.

Kodachrome. A company we all know today is the Kodak company.In 1935, they introduced a color film that was able to capture all three colors within a multilayer. It was out of 3 Layers and each layer was reacting to each of the three colors Red, Green and Blue. In combination of using special “color couplers” during the process of development, one gets a complete colored image.

Later on, Agfacolor released the exact same film, just with a layer of “color coupling” emulsion on top.

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Polaroid ......released the first Instant color film in combination with a special camera-model in 1963. The picture that was taken, could be immediately shown in just a few minutes after taking it.

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historyThe genre of fashion photography serves predominantly the exposure of expression. One might think that this genre shows clothing & accessories itself but that stands almost never in the foreground of this craft or isn´t captured in the images at all. It is rather the aesthetic and the emotion that a good image is able to deliver.Some perceive this kind of photography often as being experimental, playful and innovative – some as highly professional in technique and elegant. This field has a variety of exotic examples and in fact, the pursuit of being different and exotic is a main driver that determines a successful fashion photographer.

Fashion Photography

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The first fashion model was Virginia Oldoini, a noblewoman at the court of Napoleon the 3rd. The publisher Adolphe Braun released a book of her in the year of 1856, showing 288 pictures of her in her official court garb.

With the development and the ability to produce pictures on flexible film and with the advances in halftone printing, fashion photography became immediately a part of magazines in the first decade of the 20th century.

The models at that time were usually shot in a natural environment, till Adolf de Meyer started to stage his shots, giving them a more unique appearance.

In the mids of the century, the focus on fashion photography which was ruled by Europe at the time, shifted to the United States, bringing up a new elite of photographers.

Nevertheless, the European magazines found their way into the U.S. too and are still competing today.

*Vogue International 2011

FashionHere, we will give you a brief insight over 5 high profile photograph artists nowadays, for what they are famous for and their breaking-through moment...

Photographers

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Born on 2nd October,1949 in Waterbury, Connecticut, Annie Leibovitz started her career as staff photographer and was working for the just launched Rolling Stone Magazine.

She made the famous picture of John Lennon and Yoko Ono in 1980, five hours before John Lennon got shot to death.Annie Leibovitz

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He is yugoslavian by Birth and one of the most known fashion photographers in the world.

He is famous for his unique handling of Light and Shadows which results in shiny and glossy images

Andrea Klarin

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The german photographer was born 1964 in Erlangen.He started taking portraits of musicians.In the year of 1991 he made use of the chance to follow the Band Nirvana on their “Nevermind” Tour.

The Band was rather unpopular at that time but later on, his portraits of Kurt Cobain became famous.Jurgen Teller

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Born 1943 in Paris. He followed his girlfriend to New York where he discovered fashion fotography by working as a freelancer.

His works drew attention and he became hired by Elle, Marie Claire and 20 Ans Magazine. Patrick Demarchelier

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Born in Lima, Peru and living in London.

He his most famous for his shootings at the Buckingham Palace, including almost the whole Royal Familly. He also was the photographer of this years royal wedding between Prince William & Kate Middleton.Mario Testino

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FutureThe future of fashion photography as well as photography in general, will be dominated mainly by digital photography. Although there will be always photographers out there that will prefer to shoot manually, without the digital post-production in our largely spread computer-generation.

A few predictions that will be definitely used and are used at the moment comprehend Computer generated Images, the use of precice correction and grading software and the usability and communication of the photo-equipment itself.

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Computer Generated Images are already used for creating exotic locations, while models being shot on greenscreen. The next most likely step could be, to replace parts of the photographed model oder just draw the whole model in a realistic way just by using the computer.

Correction & Grading will become more powerfull, more easy and precise. It´ll also be much cheaper and affortable for private use. The Next step of correcting and grading could be, to translate more information about the image into the Data-Set of the Camera, so that major changes can be made to lightning and shadowing, which is hardly possible today.

Camera Equipment will communice more in the near future. Every small device can be equiped with an internet connection. The next step will be, to put the whole mechanism inside the camera, so that sharing and sending pictures becomes fast, intuative and available on any place of the world.(Canon is already building a Wi-Fi Model)

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SourcesHistory:FreePhotoCourse.comhttp://en.wikipedia.org/wiki/History_of_photographyhttp://www.photohistorytimeline.com/

Artists & Imagery:mariotestino.comdemarchelier.netandreaklarin.comjuergenteller.com

Imagery:retrothing.comvogue.wordpress.comwww.belstaffjackenstore.comhttp://nadinejolie.com

Overview:wikipedia.orgyoutube.com/history of Photography

of information

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