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War of the Images 

Fashion used to be shot in contrast. The clothes and accessories [bags, shoes, jewelry] were clearly the foreground and in the foreground. Everything else was relegated to the background which itself struck a harmony with what was being highlighted. It was the photographer and the designer who decided what to pay attention to and what should stand out.

normal constrast allure mag jan 16_7    est ouest 2   est ouest 6

 

But lately, there seems to be a battle of the images, a battle of the foreground over the background in fashion. My eyes have never been so busy. Nor have they had to compete for attention or to figure out what is the thing being advertised.

Allure [November 2015] has images where not only the bold colors compete, but ideas compete, too, and the eyes need to look hard to see the details of the centerfold, because there are so many other details around what’s being highlighted. There’s a kind of chaos and clutter to these images, which make it a bit difficult to settle on the clothes. and hopefully i did see what they wanted me to see. Clothes, right? Or is it bags?

allure mag jan 16_1allure mag jan 16_2.jpeg

 

 

 

Marie Claire [January 2016] features ads with colors so heavily saturated in the entire image that it is easy to see everything together, or everything else first, then the item being advertised. Then suddenly you realize  ‘ah! it’s a shoe or a bag they’re advertising! Not mini figures of characters of games.’

New York Times Style magazine [6 December 2015] had a similar idea where contrasts are all on the heavy side; no longer is there lightness against darkness, and no longer does the jewelry occupy frontal space but here it occupies a small space and everything else, the majority of the space of the whole image:

 

It is a very different way to shoot, photograph, edit or put images together, especially when your eyes have been trained to see the clothes and accessories being advertised easily. This new way to shoot images for magazines seems to imitate the era in which we live, a fast-paced technological era, where there is so much going on that is vying for our attention that we have to really focus on what we should see. Art imitates life!


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