Show Studio Website
"Showstudio is an award-winning fashion website founded and directed by Nick Knight, that has consistently pushed the boundaries of communicating fashion online."
"It has pioneered fashion film and is now recognised as the leading force behind this new medium, offering a unique platform to nuture and encourage fashion to engage with moving image in the digital age."
Nick Knight- Thoughts on Fashion Film (Video)
My Response
Nick begins by stating that it has been accepted that fashion photography
is now the best way to show fashion. A fashion designer creates a garment to be
seen in a moving way, as opposed to being seen as a static item. The fashion
designer knows that the garment will be seen from many different types of angles.
This was an important factor that Nick mentioned as it is clear how much
planning needs to be done prior to shooting the film.
The Internet has provided us an exciting new medium, as it is a vehicle
assessable to everyone. Back in 1998 the Internet was going to become a really
important global communication network. Due to this Nick set up show studio, to
show fashion in a moving way, which he claims is a much better way of showing
it as it is closer to the designers intention. He also says that by starting
show studio he was able to give fashion film a new platform that took time to
establish itself.
Additionally, he believes that the key element into creating a great
fashion film is great fashion. Something interesting I picked up on through the
video was Nick’s argument for the narrative already being inside the item of
clothing. He says it is the designer’s intention to create a narrative within
the garment; I find this very interesting because it gives a chance for the
photographer and designer to put their ideas together and collaborate to create
a successful piece of work.
30 years ago, when show studio first started, photography could be
defined by a specific set of rules and was easy to understand. Where as now,
Nick argues that over time there has been a shift in what photography is, he
states that photography stopped when the digital world came along. For most
upcoming people, they have no question as to what photography is nowadays but
Nick seems to think photography has been killed off. From this, I understand his point of view but I slightly
disagree as I think the beauty within photography is still there and can be
seen through the use of film. However, I think photography itself has been
altered through the digital world, providing more creativity and a wider
perspective for photography to branch out.
Furthermore, he continues to speak about how we are trying to define the
new medium of image making as photography, which raises a lot of mistakes.
People are able to naturally express themselves through sound and motion. We
have the ability to change an image completely. The old medium of photography
was a great medium but it isn’t what’s happening now. I agree with this as we
now have the ability to alter something completely through the use of
technology. A huge example of this can be seen in magazines, as models are photo
shopped to change their overall appearance.
Overall, it is clear that fashion photography itself took a while to
become what it is, to be a recognizable art form. Therefore, fashion film is
still establishing itself and will also take time to develop and become its own
medium. Many people are attempting to create a piece of work but not everyone
succeeds.
