Is there a new type of fashion photography that only functions on Instagram? ~ Part Two, Case Study.
As defined previously, IFP is the idea that brands fit in with the everyday aesthetic of Instagram. Below is a series of case studies which explore if a brand does or does not fit within the definition Instagram Fashion Photography.
Low Fashion Brand: Cider
Instagram Fashion Photography?
Cider is a mid-range online clothing brand, which utilises social media, especially Instagram, and online shopping platforms. Approximately forty-million photographs have been posted on Instagram between its establishment in 2010 until 2020, meaning approximately eleven-thousand people post on Instagram per day (Caliandro&Graham, 2020). It is therefore fundamental to the brands success that Cider captures their audience. This is represented in Figure One, as the large gold frame breaks up the image, drawing attention to the contents of the frame and therefore to the model and clothes being
Figure One - Cider [Shop Cider]. (2022, October 13). [Photograph]. Instagram.https://www.instagram.com/p/CjqAYUctQkZ/
represented. This is central to Cider’s ambition to gain publicity, whilst also fitting in with the everyday theme of Instagram, which is achieved by creating unique content like in Figure One. Advancing on this, the clothing is viewed as an everyday piece of attire and coincides with current trends, whilst corresponding with Instagram fashion culture and appealing to those invested in it. The frame also brings attention to the waterfall, which is situated in the background, creating a renaissance painterly effect to this particular photograph. Unlike traditional photography, this image is more fun, exciting and conveys character due to the nature incorporated within the image. This appeals more to the younger generation, which is the mass population of Instagram (Duggan & Brenner, 2013). Focusing on the model’s appearance, the direct eye contact with the camera also fits with the nature of Instagram, as it replicates the idea of a selfie: a self-representational image taken by the individual themselves which is digitally networked (Andreallo, 2022), which represents most images uploaded on personal accounts. The caption of this image states, “Winter hues and creative expression… for the inner artist in all of us”, in which they use emoji’s to brighten up their caption. This represents a new style of fashion photography, as conventional, ordinary fashion photography would caption the image subtly or not at all. Although the model’s expression is serious, the unique tones to this image separates it from the fashion photography world. This emphasises the idea that unique fashion photography, which is being represented on Instagram, would not be transferable to other fashion situations/platforms.
Conventional Fashion Photography?
However, it has been confirmed that similar images, supposedly from the same shoot as the images posted on Instagram, also feature on Ciders website. This begs the question if this technique of photographing is not just for Instagram, as this represents the idea that images taken are transferable to other medias, in this case their website.