Proposal update 10/01/16
Issues related to subject I will be exploring:
1 – Is the way models are portrayed within fashion advertisements an achievable standard for everyday working people?
2- Is the way products are portrayed within fashion advertisements an achievable standard to represent fashion accessories?
3- Does the expense of an outfit affect how smart/trendy that person looks?
4 – does what someone does as a job affect how smart/trendy they look?
5 – Does how we represent someone within a photograph change the way we perceive them?
Intro – Fashion advertisements; how and what they are representing cause many controversial opinions on false representations and unattainable standards for the audience to achieve within the 21st century through media and print. In my opinion, how models are represented within fashion advertisements is a false representation of everyday, real people and causes the current generation surrounded by these images on billboards, magazine covers, social media and upon television to be judged on not looking like the unattainable standards set by the fashion industry. As well as this fashion advertisements also portray a flawless lifestyle due to owning and wearing certain clothing and accessories. This is also a false representation as I believe no matter what brand you are wearing you can look just as fashionable without wearing leading brands.
Project idea + issues – Throughout this project I am going to be exploring the alliance between people and fashion, I will be exploring real life people within their work place fashion contexts and representing them within the fashion industry advertisement standard in order to portray people within real attainable situations. I will be exploring this by focusing on issues such as;
Is the way models are portrayed within fashion advertisements an achievable standard for everyday working people? IS the way products are portrayed within fashion advertisements an achievable standard to represent fashion accessories? Does the expense of an outfit affect how smart/trendy that person looks? Does what someone does as a job affect how smart/trendy they look? Does how we represent someone within a photograph change the way we perceive them?
Research – I will be researching different areas within photography in order to complete my project. I will be examining objective photography often called typology which focuses on the study of social types. August Sander began photographing a portrait series in 1929 within Germany which documented the different social classes within Germany between the two world wars. He photographed them to create a record of social classes and types and the relationship between them. However it was Bernd and Hilla Becher which were known for their photographic style known as ‘typology’, they were inspired by Sanders work in the 1920’s. I will be examining Sanders photographic series in order to see how he composed his images and put them together to form a series in relation to different social circles of which I will be looking at within different work contexts.
As well as this I will be looking at famous/recognisable fashion advertisements which my subjects and target audience will be familiar with in order to capture them within this style. This will mean examining different billboard campaigns, fashion magazines and Instagram photographs to dictate which lighting styles, poses and composition techniques I need to test in order to portray the fashion industry standards within my images.
Techniques and processes + testing process – My aim is to create a series of images belonging to a group of real life, working class people. Each series will be of an individual, I will photograph them in a range of different poses and compositions within a fashion lighting style either on location or within a studio. I am hoping that the series of images will portray the fashion advertisement standards and style of print/media.
In order to do this I will need to research and test different fashion photography lighting techniques, I will do this by looking at Terry Richardson and Joel Grimes and how they light up their subjects, I will then test these lighting techniques and compare and evaluate these images and decide which lighting techniques I prefer. I will also examine the techniques used in the famous/recognisable fashion advertisements and test the poses and layout of the images.
(people I will photograph)
Target audience –
- exhibition – potential gallery exhibition of the images to show a change in the way fashion photography could develop
- within a fashion magazine
- make my own fashion magazine/book of the images
- to reach the fashion industry/ everyday people to show that fashion is attainable