“When thinking of an idea for my work, and observing my peers, it seemed everyones work focused on positive editorial issues.
So to better suit my work style, I decided to base my work on something a bit more challenging.
My images represent the theme of ‘Ant-Fashion’ in which they defy today’s conventions of fashion photography.
My target demographic for this work would be young adults, more specifically those who dress or act against the norm.
I feel my work would benefit from being published through an online medium, as my target audience uses this more often than magazines or galleries.
I was inspired by the works created by a modelling company named antiagencyldn, who specifically specialise in hipster fashion, hiring models that don’t particularly fit the typical standards of high-fashion modelling. For example, they sport tattoos and multicoloured hair.
My ideas for the subject of the image was to have something in the frame that would distract the viewer from the fashion itself. For example, i used my surroundings as props; ‘tree branch’ and actual props; ‘acetate paper’.
Using this technique I was able to successfully create the distraction I wanted to completely turn fashion imagery on its head.
To strengthen the anti fashion theme, I decided to shoot in a dark and gloomy forest, as apposed to a typical studio set up, and heavily edited my imagery to that theme. I used dark tones and blue colours to give an eerie feel to the entire collection.
To conclude on the subject of where I think my work is going, I think there is a much bigger market out there for fashion photographers that like to think outside the box of ‘high fashion’ or go against the grain of traditional fashion photography and I feel my work fits nicely within that category, and could extend my technique into businesses like antiagencyldn, who could use the distraction in the image for their future campaigns.”
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