LYALL ASTON

Fashion Photography has been in existence since 1839… so I’m pretty new. I have spent the best part of 20 years within the fashion and photography industry. For me the purpose of fashion photography is to sell a mood.

I have worked in front of the camera for Diesel, Ralph Lauren, and Levi Strauss as a model and observed the very best photographers on set in studio or in far flung places I had never heard of. I contribute photography to a wide range of client campaigns and my photography has appeared in a number of well know publications including fashion publications. As a photographer, I aim to express the idea of fashion as a portrait of identity, social class, self-image and socio-political forces. For me a photograph is not just a representation of what one sees in reality, it often represents something that is not seen by an ordinary observer. Stunning photography then requires the expertise of a skillful eye that is trained to capture moments in the best way possible rather than the latest and greatest photography equipment.

Fashion photography for me then is the need for effective communication and I am inspired by the intersection of fashion, art and history. My lens is used to bring attention to the clothes and the accessories and to create a particular look either in natural environment or one that is created in the studio. For advertising photography my aim is all about creating the right environment to highlight the product to be advertised, in the best way possible. Generally I come up with ideas or visuals and have planned and coordinated with design houses and advertising firms to discuss the concept required to obtain specific results.

 

You don’t take a photograph. You ask, quietly, to borrow it – Annonymous