History & Practice Session 8: Fashion Storytelling

This session looked at the storytelling qualities of editorial fashion, and how it both reflects and influences visual culture. We considered fashion photography as an art form. Personally, I believe it is well worthy of that title; even as someone who is not a follower of fashion (and definitely not the side of it that champions a more materialistic society), I cannot deny the artistry in fashion and fashion photography. They both require skill, an eye for composition, and a knack for visual storytelling - in my opinion, this more than qualifies it as art.

For our blog task, we were asked to discuss and critique two fashion articles of our choice. 

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'Londre Bodywear​ Founders on Values and Intuition' 
​- Fashion Magazine, Dec 2020 

​photography courtesy of Londre Bodywear

 As I mentioned before, I am not a great follower of the fashion industry, nor stereotypical articles and photoshoots revolving around ostentatious celebrity culture. So, when looking through the issues of Fashion Magazine, I looked for something a little closer to my own values, and came across this article about Londre Bodywear.

Londre Bodywear is a swimwear brand, and the brainchild of fashion duo Ainsley Rose and Hannah Todd. They are well known for running their business in a rather unique, community-focused way, riding on the backs of empathy and intutition. The narrative of the article tells of their inspiration for creating their brand, and how they still champion the same values they began with - inclusivity, body positivity, and ethical, sustainable practice.

​Without even reading the article's narrative, the photography told me its intention. I could clearly see these values (ones I hold dear myself) reflected in the images, and that is what initially caught my eye. The fact that a mere image can successfully target a particular audience conveys the powerful visual potential of fashion photography. Those who long to be included, to feel as worthy as the model with the stereotypical "ideal" body, those who have perhaps been beaten down by society for their size and appearance - these are the people who will appreciate and gravitate to this article. Interestingly, on further investigation, I discovered that one of the brand creators formerly suffered with an eating disorder, like myself. If anything, this is even more solid proof that an artist can use their work to reflect and influence viewers who share the same values and experiences.

The photography uses certain techniques to wordlessly convey these ideas. The bright lighting highlighting the shape of the models reinforces body positivity, and the angles used in some of the images give the subjects an aura of empowerment. For example, in the first image, the photographer is slightly below the models, aiming the lens up at them and thus giving them the "higher ground" - this symbolises the acceptance and respect of body types that are often wrongly overlooked by the media. I also noted in particular the composition of the same image - the way the models are literally placed stepwise up the staircase infers the rise of inclusivity to normal everyday life. And lastly, possibly the thing I like most about this photoshoot, is the complete lack of photoshopping - keeping it real in a rare media appearance of natural, realistic and normal bodies.

Lastly, the models themselves are beacons of the narrative values. The diversity shown in the range of skin tones, races and body types champions body positivity and acceptance of all, regardless of their appearance. The idea "fashion is for all" is prevalent here. The models wear positive expressions - proud smiles and confident pouts - that tell the viewers there is nothing to be ashamed of for being the way you are. The poses and positioning, such as in the photo where the line of models are leaning against one another, suggest the gentle idea of supporting one another. The various settings of the photoshoot also help to aim the message at the everyday person - for example, some pictures are shot in a normal home environment, reinforcing the fact that models are just people like us.

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'Bretman Rock on His First Fashion Collab with Dime Optics' - Elle, Nov 2020

photography courtesy of Dime Optics

The second article I chose to critique is one from Elle about the recent fashion ventures of the social media star and beauty influencer Bretman Rock. Rock has a sassy sense of humour and a full-on yet infectious positivity, resonating with the youth of millennial and Gen Z culture. Though he was born in the Philippines, he has long called Hawaii his home, living an islander's life as sunny and laid-back as his personality.

​The narrative of this article focuses on Rock's recent collaboration with the eyewear company Dime Optics. Dime Optics is an independent designer of shades and sunglasses. They target a youthful audience, aiming to influence the future generation with positivity, authenticity and an acceptance of the diversity in sexuality and gender identity. Appropriately, their tagline is "for all beautiful beings".

The company's choice of Bretman Rock as the face of their latest range is the first thing that struck me. Rock's age and personality automatically tailors the audience to young people - equally, his use of makeup and genderfluid fashion appeals to young folk trying to find their own identity, especially in the LGBTQ community. Most of the photoshoot is shot with Rock central to a plain background, leaving him subject as the sole point of interest. With the spotlight solely on the model, the idea of identity and self-expression is reinforced, encouraging viewers to do the same.

The visual references to Renaissance paintings may seem bizarre, but this twist is entirely functional. "Renaissance" roughly translates to "born again" in French, and was of course the period of art revival during the 14th Century. Back then, painters were the equivalent of what Rock is today - social influencers. Having Rock recreate a recreation in his "hipster" style conveys the idea of times moving on; we are once again emerging into a new era - one where all individuals should be allowed to express their identities equally. One where diversity is accepted and celebrated.