In a recent Business of Fashion article Tim blank and Nick Knight discussed creativity in a connected world and voiced many through provoking ideas. One of particular interest to me being Nick Knights remark, "I think photography is dead. I think photography stopped years ago and we shouldn’t try and hold back a new medium by defining it with old terms." This thought had never crossed my mind until I came across this interview. Knight goes on to explain how photography is becoming saturated, people can whip out their iPhones and take a snap and be called a photographer.
Although I am a fan of Knights photography I feel as if his attitude came across very snobby and elitist throughout the interview. Almost as if that you must have certain qualifications and equipment before he will class you as on his level as an artist, whereas I couldn't disagree more. I feel that our views should move on as time and technology does and that a lot of the time lo-fi and unconventional low quality shoots are the most effective. Many campaigns have even aimed to make their shoots more lo fi and amateur through post production which I feel helps the brand feel relatable and at a level that resonates with the mass rather than the elite.
Balenciaga's fall winter 2017 campaign features models in a make shift office with a grainy resolution to the camera quality thats clearly intended.
SHAUN EVANS
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