Fashion has never been known for its strong links to reality, but a new trend is emerging where brands are creating digital imagery instead of real photographs to sell clothing., is using enhanced digital software to create its campaign images in what it believes is a local first.
“This is a best-of-both-worlds scenario,” said Ms Hopkinson. “Models are paid for their likeness, and we can save time and money by using their images in different ways.”To enhance the realism of the images, fabric is scanned to articulate the way it would flow and drape on a real person. It’s a claim Kathy Ward, marketing director at Chic Model Management, rejects, saying that “authenticity is so important”.
“As a start-up, we don’t have the luxury of ongoing shoot budgets,” said Ms Stevanja. Time is a factor, too.