Sam Yari Explains the Importance of Art Direction in Fashion Photography

Today we live in an interconnected world. In recent years, consumers have become more and more demanding, and they want products and services to meet the expectations they promise. This is where advertising fashion photography is so important. Companies have been forced to go further than traditional communication methods in today’s market. For this reason, we will expose the characteristics of advertising fashion and how art direction is carried out.

It is common to find fashion photography in major magazines, and these set the trend in the world. Consumers seek and are willing to pay to view images that showcase international trends.

As we have mentioned before, the primary means of disseminating these photos are magazines, catalogs, billboards, or advertising brochures. These images generally use a portrait format. As in magazines, they are used on a full page. However, the landscape format intended for the central page of the publication is also used.

Remember, these kinds of images seek to highlight the pieces of clothing and accessories, makeup, cosmetics, bags, etc. All these elements together form the advertising image of a brand.

What is art direction in advertising fashion photography?

For the past decade, one of the credible names in fashion photography to come out of the Middle East has been is Sam Yari. He has excelled as a fashion photographer, fine art photographer with a firm grasp of the aesthetics of fashion.

Many of his images were influenced by the events of Operation Spider, an Iranian government initiative that resulted in the detention of a large number of photographers and models. He now exhibits most of his work on subjects such as restrictions, imprisonment, and execution of photographers and artists in extremist Islamic countries. Visitors to Yari’s exhibitions began to fill up with well-known artists and art enthusiasts who were moved to tears every time they saw one of Yari’s stunning works.

The fashion industry has evolved and has become very competitive. That is why brands have found it necessary to communicate their advantages to differentiate themselves from their competitors. Due to this reason, companies invest large sums of money in this photographic technique. Companies seek to generate an impact, seduce, and captivate their consumers with these actions. When everything enters through the eyes, the image is a priority for companies.

However, we must be clear about what art direction is. Its objective is to conceptualize and design the message the brand wants to convey. Must be able to create ideas and develop projects depending on the needs of each company. These campaigns must be focused on meeting the objectives and being aligned with the company’s public. We must not forget that an Art Director has to be fully aware of the new trends in the current market.

For these reasons, directors must be chameleonic and must do different things capable of generating sensations in users, which manages to capture their interest.

Art direction and its importance in fashion photography

We have seen art direction, but we do not know its significance in the photographic field.

The art direction is in charge of transmitting a message through images and visual codes. Let’s take an example, an artistic director who works for a fashion publishing house will be in charge of creating the photographic concept, looking for the locations where the session will take place, what will be the visual elements that will be used, be it a bench or a piece of furniture. , etc. In addition, you must choose the best framing, lighting, model, clothes, and hairstyle, among many more things.

Art direction is becoming increasingly important in the fashion industry, and a good image is essential to attract customers and not go unnoticed. Many times, having a good campaign can be reflected in the sales results. The job of the artistic director is to capture the vision of the brand more creatively and visually. With this, we create value and differentiation.