THE IMAGE MAKERS A New FIB Series

The way in which a fashion label presents itself to the world can be just as important as the garments it makes. Before a customer gets anywhere near the clothes, chances are they’ll have some impression of the brand’s broader image, and that means a designer’s work must be backed up with a strong and distinctive advertising campaign to generate a dedicated audience. Creating a unique and original image that projects wide appeal and an underlying aura of exclusivity, is far from an easy task.. And this is when the world’s top-tier fashion photographers rise above the rest. By capturing the spirit of a brand along with the designer’s vision, they present the clothing in a way that’s both inspiring, enticing, and recognisable over a prolonged period of time. Let’s look at some of fashion’s most successful collaborations between design houses and the world’s high end photographer’s; exploring how the “magic touch” of the top tier fashion photographers can turn a little-known atelier into an instantly recognisable icon. Examining the influential brands and their photographers that became synonymous with them, the following is a breakdown of how creative execution can develop into a world-famous signature brand image over time. STORY BY CHITTI LARDI EDITED BY REBECCA ANDREIS NARRATION ANNALISA PICCIO