Is there a new type of fashion photography that only functions on Instagram? ~ Part One.

Abstract

This paper explores whether there is a new type of fashion photography that only functions on Instagram, defined as Instagram Fashion Photography. This was explored through a series of case studies, providing evidence for or against this new type of photography. This was further explored with research into ‘Influencer Marketing’ and consumer behaviours in both online and Instagram settings. It was also considered whether this type of photography would function on other social media platforms. There is evidence that both supports and denies the existence of Instagram Fashion Photography. However, it must not be ignored that Instagram Fashion Photography may be a novel, potentially everchanging concept that has been developed as a product of social media. Nevertheless, this could alter in future years due to progressive research. 

Introduction

Within ordinary day-to-day life, it can be argued that many individuals are using smartphones to access social media excessively throughout the day. This means, consumer behaviours are influenced by social media feeds and are highly motivated to interact with social media brands (Cao et al, 2021). Commercial strategies, especially within fashion brands and their photography campaigns, continuously seek ways in which to respond by exploiting opportunities based on what seems ‘fashionable’ in that fragment of time. For this essay it is questioned whether there is a new, un-defined type of fashion photography that is tailored for the viewing of Instagram consumers and whether this can be described as ‘Instagram Fashion Photography’(IFP)? IFP is the idea that clothing brands fit in with the aesthetic of Instagram, usually using candid and model centred posy shots to capture their clothing and products. It appears that this has predominantly been demonstrated on Instagram and not any other social media platforms. This essay will explore how this innovative fashion type looks and works on Instagram, and how photography fits within the ‘Instagram nature’. ‘Instagram nature’ is the idea that a subject is attractive or interesting enough to be photographed and posted on social media (Perthuis & Findlay), relating to the idea that the images would fit with day-to-day life and seem ordinary. With reference to many case studies and theoretical frameworks such as (Leaver) and (Vermin), this essay sets out to explore whether there is or is not a new type of fashion photography mainly applicable to Instagram. Accordingly, the evolution of smartphones and the internet are researched and considered. Furthermore, subcultures, influencers and consumer behaviours are all examined when referring to the above question, is there a new type of fashion photography that only functions on Instagram?