Desire Was Stimulated by Attractive Presentation, for Example by Using Colors, Exotic Themes, Lighting Effects and a Phantasmagoria of Abundance’ to What Extent Is This Always the Aim of Fashion Photography?

"To achieve its goal, fashion photography needs to seduce- to interest and to transport the spectator into a world of illusion. Our dreams and our imagination are the sources of our desires.” (Devlin, 1919-1979)For years fashion photographers have been magically eliminating visible crease lines, blemishes, stretch marks, scars, beauty spots and have even enhanced body shapes by using the correct colors and appropriate lighting effects as well as their brilliant photo editing skills. “The very best photographers disdain re-touching, as they can achieve the desire effect through lighting, make up and their own skill. But cosmetics advertisers and fashion magazines remove blemishes with a few judicious clicks of the mouse”- page 118, Fashion Brands: Branding Style from Armani to Zara, Mark Tungate.

The idea that the world of fantasy depicts pure perfection is all based on a ‘white’ lie- or- well-intentioned untruth. If people were given pictures of average looking girls to sell the product, the element of desire wouldn’t be as strong. Desire is defined as a ‘longing’ or a ‘wish’ which connote a negative image in the sense that as this is a ‘wish’ or ‘longing’ it is more likely to be unattainable. This suggests the low esteem most of us have when dealing with our flaws- which is largely due to the desired picture portrayed b y fashion photographers.

It is a mere fact that we all come with flaws- most of us find it hard to accept it which drives us to build a craving for perfection in all of us. If flaws were visible in pictures- there would be nothing to aspire to. The perception of beauty is synonymous with perfection. In most cases, it is the sole aim of fashion photographers to portray a fantasy world- one that can only be a dream. Flawlessness is a goal in many of us. Every morning when we wake up and look in the mirror- our key goal is attractive presentation. What is done by women in their daily routine is what these photographers do; conceal flaws and enhance...