THE FLASH IN FASHION PHOTOGRAPHY HAS A HISTORIC AND INDISPUTABLE ROLE. PHOTOGRAPHERS SUCH AS EZRA PETRONIO, JUERGEN TELLER AND OLIVIER ZAHM USE THIS TECHNOLOGY AS INTEGRANT PART OF THEIR OWN STYLE AND AESTHETIC.
The flash is also a way of focusing attention on the subject and the precise context to immortalize and choose a singular moment, “emphasizing” the most interesting features and details.
In the photographs of Juergen Teller, rich of warm light and golden details, unique moments are immortalized and became historical as in the case of Mariacarla Boscono in Venice’s shooting for W Magazine in the past February 2007.
Another master in the use of flash is definitely Ezra Petronio, founder of Self Service Magazine.
Incredible portraits called “Icons” and “Designers” series, but also shots of Chloe Sevigny, Tom Ford and Karlie Kloss are such iconic fashion moments expressed into images. Often focussed on close up and portraits photography, become kid of magnetic thanks to the spontaneity they are able to emanate.
Another incredible campaign shot by Olivier Zahm, founder of the Purple Fashion Magazine, is “Downtown gallery” for Iceberg SS15, made by portraits of people with different professions.
Color and flash also combine a particular and interesting view of the moment to capture, that is the glance, the movement and intention of the subject. It is interesting how the shots are often made in unusual moments and from this concept its born the Purple Diary, a website-reportage of unconventional parties and shows.