Based on researched current cultural trends, popularity of visual platforms, multiplicity and escapism, there are three based needs have evolved.
multiple experiences from design
more opportunities to appreciate art; more opportunities to communicate with designer/artist; more opportunities for consumerās to participate in design background.
Over the time fashion photography has established itself as an independent discipline. It is not just photography anymore it is a performance, an interaction with product for aesthetic or marketing purposes.
Fashion bloggers like Sydney fashion blogger, Chloe Chill, Winston and Willow are part of an elite of bloggers that established the new way of fashion photography, such as ādaily lookā, āview from the topā, āmirror selfieā.
There is also development in editorial photography, designers choose more conceptual ways and treat editorials as an artistic expression of the collection. Jacque Mus use collaging in his editorials; in the editorial ātouchā by Opening Ceremony modelās body is used as a still life object.
The tendency of āfacelessā fashion photography is becoming more common as well, we can see it in Opening Ceremony editorials ācolor runā and āmagretteā. There are many ways that photographers and stylist use in order, to present body as a commodity in fashion photography, an abstraction instead of clarity.
Over past couple of years still life movement has risen among the social media, visual platforms. We see still life in the magazines, on the banners, on the web sites there are even separate categories and archives for still life online.(see screenshots from Trendland.com)
Still life is dated back to nineteen hundreds but contemporary still life has more popularity that ever before. Nowdays still life is a multidisciplinary art, spacial designers, architects, photographers, visual artists everyone can be a still life artist and somehow incorporate it in their practice. Highlights og my research among still life creations were Anny Wang also known as @annyversary, Anny is spatial and furniture designer from Sweden; Visual artists XL and Donson from FAKEDCANDID; Accessories designer Ally Capellino; Innovational technology Bang & Olufsen. All of these practitioners belong to different disciplines but still life bring them together.
An existence of hybrid design space gives an opportunity for more interaction, multidisciplinary and innovation. It seams that still life brings more innovative way to market/showcase product or service.
āEntrepreneurs are the agents of innovation and creative destruction... the essence of strategy is choosing to perform activities differently than rivals doā - Joseph Schumpeter (Innovation intelligence and entrepreneurship in the fashion industry,2012)
In order, to interlace my fashion practice with innovative methods, I have started thinking of the role that still life can play in fashion & textile design. Still-life as a visual resource, method of communication with consumer and marketing tool.