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Boredom Compelled us to Create

By Cini Arianna, Student of Moodart Fashion School


As the Coronavirus crisis oblige the global fashion scene to pause for few months, new ways of self-expression and advertising rose online. If something good has come out of the lockdown time of COVID-19, in fact, it’s the many amazing ways people found to keep creativity alive.

Even if this has been a time of uncertainty and difficulty, it presented to us a unique opportunity: we got the chance to have much more time to focus on ourselves and to do things we normally never have time enough for. It’s all about time. Sometimes it looks like we never have enough time to be creative, but the lockdown was the prove that human beings are driven to create and creativity has no limits. 

Social distancing forced individuals to develop most of their social interactions online and many photographers started to use video chat for their shootings, done entirely over their phones.

Bella Hadid starred the first fashion campaign shot via FaceTime for Jacquemus’ spring/summer 2020 collection, shot by Pierre-Ange Carlotti.

A trend that spread quickly across the globe thanks to the use of technology, which evolved faster than ever before during the quarantine and thanks to incredible examples of team-work.

Self-isolation shouldn’t stop professionals of the fashion industry from being able to do a good team-work from the distance.

An example of successful collaboration online was made for Sicky Magazine as a project between two young creative minds: photographer An Shaoda (@an_shao_da on instagram) and model Agata Paulina Grzeczny (@agatagrzeczny), who met through an online casting during Coronavirus lockdown.

“She is a simple-living-pure-vegetarian ballerina, one day after the outbreak of a mysterious virus, she is trapped inside her apartment, day after day, week after week…”

The intro of the shooting is simple, clear and refers to a situation that we were all living during these months; it’s straight to the point.

“I have lost count of the days” is the title that shows our emotions during quarantine: “everyday feels like Sunday, and the date is becoming meaningless, it doesn’t change anything of our daily life, you have a routine which lasts ‘forever’” - explains the photographer.

It was the first online photoshoot he took; the model, instead, had already pose for “FAR/NEAR”, a creative project published on Wonderland Magazine, which consists in an intimate quarantine photo collection, capturing 40 models all over the world in lockdown, showing their feelings.

The previous experience made Agata’s work easier. An Shaoda affirmed that the model expressed perfectly the sense of isolation he wanted to transmit, making him proud of the result. But the photographer wasn’t completely satisfied with the online shooting. He described it as a “frustrating” shooting because he was missing that sort of intimacy that always rises during a classical photo shooting and the absence of technical control. This aspect was perceived as a negative one also by Agata, who state the experience was really challenging because, even if the directions and the advices were given by the photographer, the setting and the lights were up to her.

The negative aspects of this experience gave An the opportunity to re-consider a crucial questions: what fashion photography actually is? And to reflect on the importance of the connection between a photographer and a model, the relevance of posing and the need of having a stylist on set.

The stylist who collaborate with them was Erica Benocci, who sent the looks to the model before the photoshoot.

Regarding make-up, it was managed by Francesca Bechi: the model was actually without makeup and the make-up artist added it digitally on her face during the post production.

“It was a nice experience” - they state, but both of them are worried about the future of fashion, and agree to the fact that technology won’t replace traditional fashion, it will just help fashion to spread around the world, thanks to the ease of promoting it via social media.

“Even after this bad period, it could be great to shoot virtually” - says An – “despite everything, by using this method, everything is in focus, you don’t need that much on the settings, but rather on the human aspect of the portraits, which is exactly what we missed so much right now.”

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