While all ‘non-essential businesses’ in the fashion industry are still working from home, there is one very important sector that has it worse than others. You would think that in the age of social distancing, holding fashion-shoots would be the last thing on anyone’s mind. But here we are still getting hugely and thankfully entertained by countless images on our feed and on the websites so what gives?
Fashion insiders, namely models and photographers were able to make it work however. How? you ask! Simple! Even though supermodel Bella Hadid wasn’t able to leave her house for the Jacquemus photoshoot featured above but she did have to participate in a virtual photoshoot. Shooting virtually has become the new norm for photographers, magazines, and brands. LA-based photographer Angelo Kritikos who did a photoshoot with Demi Lovato at the beginning of the quarantine explained how virtual photoshoots turned out to be this very special intimate event without the stress and pressure of perfection that usually goes hand in hand with fashion photoshoots.
I don’t feel any pressure to perfect my virtual shoots because I really love the gritty and raw feel to the images… It’s cool how imperfect the photos turn out.__ Kritikos explained.
Bella Hadid had to post work for Vogue Italia recently and it was all done through FaceTime. Yes all those images you will see below were taken from the comfort of her own home. “Times are changing and working from home has a new meaning” Hadid wrote on her Instagram post. She gave credit to the team that worked with her aptly calling them ‘my Quaranqueens’ and she ended her caption by sounding out her gratitude at being lucky to work.
Alessio Albi, Condé-Nast Italian photographer explained that social distancing doesn’t mean they have to stop creating. We live in an era where all our resources are at the touch of a button and we have to make use of that during this time, he explained. Not only that, Albi believes that doing virtual photoshoots is a game-changer especially for those unable to move or to change locations. He called it ‘creating, without boundaries’. As for the quality of the photos, though the technical quality is not as high as they would like it to be but they have side-tracked that problem by focusing on the creativity and artistry instead. Yet Albi admitted that this is not a method he will stick with when this is all over, he feels the human aspect is much too important.
Kritikos continued to explain that despite the fact that directing a photoshoot virtually is challenging but it becomes such a collaborative effort which is what makes it so special. Bella Hadid’s Jacquemus Spring 2020 campaign was shot entirely over FaceTime by Pierre-Ange Carlotti. And photographers are not only relying on FaceTime, campaigns were shot over Skype, Zoom, or using 3-D scanning. And again, image resolution is not the determining factor anymore, photographers are calling for a redefining and a re-evaluation of what an acceptable image should be. So when image resolution is not the most determining factor, the human touch, the artistry, and the creativity all come to play…. albeit virtually.