Fashion Photography Disruption

Fashion is the industry that is arguably the most dependent on high-cost production. Nevertheless, during COVID-19 shut-downs, it was able to produce content for e-commerce with nearly no cost.

In order to not solely rely on flat-lay images for its historically dynamic e-commerce site, Zara sent its latest collection to quarantined models’ homes and asked them to do a self-shoot. The successful and seamless results were achieved without flying to locations around the world, using make-up artists, having camera crews or lighting professionals. 

Similar to Zara, ASOS asked their shoppers to shoot their clothes from home. According to to Olivia Smith and Lotte Williams, who are both ASOS Insiders participating in this new “Models at Home” initiative, many shoppers have decided they even prefer the outfit selfie shots to something more professional. The at-home autonomy allows for models to choose to pare down their clothes in their own natural spaces. Furthermore, at-home shots lead to more diverse models represented on the site.

Not only do these fashion shoots at home save money, time and resources, they also speak to a larger craving consumers have for authentic, down-to-earth interactions with each other. Brands looking to build connections with their target shoppers can take note that foraging an authentic connection doesn’t take bright lights and luxe locations; rather, it’s the subtle, real touches that shoppers appreciate the most.

Many businesses may want to re-visit the ways they catalogue and shoot their own products. Necessity combined with the massive strides that have been made in at-home camera technology, and a need for authenticity drawn from social media, means that anything overly produced may no longer hold the same appeal. In a world moving at lightning speed, genuine content as opposed to expensive content may be what helps e-commerce sites move products from their shelves.

Contributed by: Michael Krog, Sr. Integrated Planner, Integer London

Image Source: Unsplash