The role of Fashion Photography in Fashion Design field

• Main Authors: Doha El Demedash, Rasha Wagdy, Alaa Hassan
• Format: Article
• Language: Arabic
• Published: Arab Association for Islamic Civilization and Art 2017-10-01
• Series: Journal of Architecture, Art & Humanistic Science
• Subjects: fashion photography; catalogue; lookbook; brand identity; style
• Online Access: https://mjaf.journals.ekb.eg/article_21729.html

The brand catalogue as one of the most important types of fashion photography has a big role in the field of fashion design, styling and branding. It helps in fashion spread, trend analysis and styling and displaying brand identity. But the problem summered in attributing the fashion catalogue mission to the photographer or the designer. But in the real it is related to the brand identity and the new trends, so it is about combined efforts of the brander, designer, stylist and fashion director.       The catalogue not showing beautiful photos, it is showing real photos with a specific message in a win-win situation, to consumers to help them to be fashionable and elegant, and to increase company profit.     The research including two catalogues for Egyptian brands, for the season of spring/summer 2017 with the whole steps of creating them. This practical experiment is to set a scientific approach for every designer or brand temped to create a fashion catalogue, and to correct the wrong meaning of that fashion catalogue is the photographer or the designer responsibility, by focusing on the role of the brander or advertising manager, the designer, the stylist, the photographer and the fashion director. Clearing the relationship between fashion photography and other sciences such as branding, styling, directing, marketing and photography.