ARTIST STATEMENT

Fashion is everywhere. It surrounds us in all types of situations. It is a social presence that is seen on walls, buildings, magazines, sides of buses, and on each person who passes by. Fashion is something that is altered from year to year. It alters our appearance; it alters the person who we are. The main goal of fashion photography is to sell us something. It plays upon our desires; it makes us want the thing being promoted, whether that thing is clothing or a self-image in general. In educating myself about the wide world of fashion photography, I am creating images that appeal to our desires.
To create a successful fashion image I am learning how to use the visual elements that provoke want in the viewer. These elements include the body language or pose of the model, the spatial context or scene of the image, the camera angle, and the lighting effects. I am learning how the specific identity of an audience (demographics) defines the nature of desire. Who the audience for each ad is effects the visual language used to capture the viewer's gaze and arouse desire within them. The desires most commonly employed in fashion ads are sex, romance, fame, money, happiness, beauty, power, comfort and possession. These are all things we want. They describe our goals if not our fantasies. In creating my images I have kept in mind that desire is the main aspect in a successful fashion image.