Fashion Photoshoots in the Time of a Pandemic
By. Michelle Diaz
During a time when collaboration can mean catching the virus responsible for millions of deaths around the world, it is hard for creatives such as designers, photographers, and models to continue creating content.
With Covid19 hitting Italy during Milan Fashion Week and the subsequent cancellation of Paris Men’s Fashion Week, the Met Gala, Coachella, and red-carpet events - all of which are essential matters in fashion -, the industry itself has been forced to adapt.
French high fashion brand Jacquemus, designed by Simon Porte Jacquemus, uses an appreciation for beauty everywhere to present their fashion collection to the world in a COVID-friendly way.
On the Jacquemus Instagram page, the designer uses the hashtag “Jacquemus at home” for every photoshoot done in collaboration with models and celebrities in their own homes.
Bella Hadid, one of the models most photographed for these socially-distanced photoshoots, can be seen with a natural complexion posing with Jacquemus pieces at home.
Bella Hadid for Jacquemus on Instagram
Via Instagram, Jacquemus shared that his at-home photoshoots are created in a FaceTime meeting between the model, Jacquemus himself, and the photographer Pierre-Ange Carlotti, who captures the images through the video call.
Unlike Jacquemus’ real look into an at-home fashion collaboration over FaceTime, the March 2020 Vogue Italia cover photoshoot featured models that were digitally created by photographers.
Taken by Mert Alas and Marcus Piggott for Vogue Italia
Creative director Ferdinando Verderi created the cover shoot called ‘The Real Girls of the Season’ with photographers Mert Alas and Marcus Piggott. His artistic intention was to create a visual synthesis of technology and reality. Photographers, stylists, hair-stylists, makeup artists, and set designers were still able to produce a meaningful fashion photoshoot for Vogue Italia in a time where many fashion projects were paused or even canceled.
Jacquemus and Vogue Italia are examples of artistic innovation and perseverance during tough times; the art forms we love, such as photoshoots, don’t have to end if we adapt by reinventing and repurposing tools for artistic collaboration.
Michelle Diaz is an editorial writer specializing in fashion, beauty, and culture. Follow her on instagram @swellmichelle.