Fashion photography strikes a pose at London’s Saatchi Gallery this summer, showing how it's moved on from the simple presentation of product lines to reflecting on everyday life, and becoming an art form in its own right.
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00:00 [MUSIC PLAYING]
00:03 Hello from London's Saatchi Gallery,
00:09 where this summer, fashion photography is in focus,
00:13 exploring how in today's digital age,
00:16 it's much more than just a sales tool,
00:19 becoming a new visual language.
00:21 [MUSIC PLAYING]
00:29 The Beyond Fashion exhibition strikes a pose
00:32 with the works of almost 50 photographers
00:34 from around the world.
00:36 With images from the 1980s to the present day,
00:39 it doesn't just feature iconic designers and supermodels.
00:44 Fashion photography has also evolved
00:46 to explore other interpretations of beauty,
00:49 so moving away from conventional understandings of kind
00:52 of supermodel beauty.
00:53 And this exhibition really embraces
00:55 photographers who are exploring different and perhaps
00:58 more authentic notions of beauty.
00:59 [MUSIC PLAYING]
01:02 Under Your Smell is made up of huge fabric prints created
01:06 by Swiss photography students.
01:09 They take on beauty, identity, and gender,
01:12 offering a visual interpretation of Jean-Paul Gaultier perfumes.
01:17 The goal was to translate the smell into images.
01:22 Fashion is really the place where
01:25 we can get out of standards, like we
01:29 did with this collaboration.
01:31 We try to break free from gender norms or beauty norms
01:34 and try to reinvent new forms of beauty
01:37 and include gender diversity.
01:41 Otto Ataraxia, who was born in Taiwan and now lives in Berlin,
01:46 created this image to explore body and form
01:49 and its relationship with fashion.
01:52 The word, it seems like just as a tool.
01:54 So let's say you have a fashion catalog or fashion models.
01:58 The question is, for example, if you're a supermodel,
02:00 are you really just a rack to sell this presentation?
02:03 And I think people that are very much fascinated by the art form
02:06 itself is really interested in the essence or the spirits that
02:11 really cannot be named.
02:13 [MUSIC PLAYING]
02:16 Paris-based Jonathan De Villiers
02:18 is a fashion photographer who likes to shake things up,
02:22 ditching industry norms when capturing these jewelry images.
02:27 In this case, I had to shoot some very, very expensive
02:30 jewelry.
02:31 So there's diamonds, huge diamonds,
02:34 which were worth millions.
02:35 And I thought it'd be interesting to use
02:36 ordinary scenes, domestic scenes, chaotic scenes,
02:41 and have children and older people in the shots.
02:44 [MUSIC PLAYING]
02:48 Beyond Fashion runs at London's Saatchi Gallery
02:51 until the 8th of September.
02:52 [MUSIC PLAYING]
02:55 (upbeat music)
02:58 (upbeat music)