Shifting focus : analysing the difference in reception of product photography and model photography in a fashion campaign

Abstract

This dissertation offers an insight into product and model photography in the fashion industry. The practical project created for this research is based on the literature presented and the knowledge acquired from professionals in the industry. The study intends to examine the public’s response to product and model photography alike by questioning the influence of photo preference, the emergence of fashion influencers and brand familiarity on consumer behaviour. Intrinsically, the visual aspect of a fashion campaign is created subsequent to the identification of the brand’s core values and hegemonic message. This is all based on fashion photography’s primary goal to evoke desire amongst consumers.​The SAFFI campaign was influenced by the collection’s main inspiration; Malta’s limestone resources, and by the Surrealist movement which encompasses an elusive yet classical aesthetic.