Business?

The iconic Peruvian Super Photographer, Mario Testino, has it clear: “I see Fashion Photography as a business”.

Lately, fashion photography has become one of the most popular areas of commercial photography. Fashion Photography differs from the other types in that it must create a desire. Not only has to be pretty, but it also has to sell, to create a brand, to make you stand up and drive to the store to buy it… In that moment, is when there is a succeed. Therefore, as a photographer you would need to interpret your client´s marketing ideas in an artistic way.

Taking into consideration the increasingly importance of esthetics in today´s society, it came as no surprise that fashion photographers often attain widely recognizable status, and they have created some of the most memorable pictures of their era.

“Photography seen as a business does not mean that is not an art.”

However, fashion photography seen as a business does not mean that is not an art. In order to be unique, photographers have to be in the prowl for new ideas, they should experiment with different environments, lightnings... In addition, they should make the model feel comfortable enough to show themselves, to really connect with their audience.

And for that, as Mario Testino claims “You should be obsessed with your subject”.