Can Fashion Photography Survive the Pandemic?

Now Covid-19 has led to an “acceleration of what was going on before the pandemic,” said Sølve Sundsbø, the Norwegian photographer whose work has appeared in Love magazine and international editions of Vogue. Namely that even established magazines expect photographers to contribute editorial work for free. Glen Luchford, who recently shot campaigns for Gucci and Rag & Bone, and whose 1990s campaigns for Prada are beloved by the art world, agreed. He recalled looking around the set at Gucci — the rare client with a big photography budget — and saying to his crew: “This is the last hurrah. This is the end. There is not going to be another period where we get to take over Universal Studios and build these massive sound stages and do these incredible things. “I’m not even sure that quality is required anymore,” he continued. “Those kids out there, looking at TikTok, are way more interested in someone appearing in 10 or 20 seconds and doing something really interesting on their telephone than in something that is really beautifully lit.”