UPDATE: A new trend in fashion photography is emerging as **domestic spaces** become the preferred backdrop for campaigns and magazine shoots. This shift, documented in the book **”The Domestic Stage: When Fashion Image Comes Home,”** by **Adam Murray**, highlights the evolution of fashion photography, particularly since the onset of the **COVID-19 pandemic** in **2020**.
Murray, a writer and curator at **Central Saint Martins** in London, observed how **young photographers** adapted their practices during lockdowns. With traditional studio spaces inaccessible, many began to stage their shoots in their own homes. “I was impressed by how resiliently they worked and how creative they were within the restrictions,” Murray stated. This adaptability led to a significant change: brands like **Zara**, **Gucci**, and **Jacquemus** directed models to capture their own images at home for campaigns and editorials.
This trend represents a **turning point** for fashion photography, where images taken outside professional studios are now viewed as “equally valid.” Despite the lifting of lockdown measures, the allure of intimate, personal settings continues to thrive in the industry. Murray attributes this shift to a broader movement in fashion marketing towards **authenticity** and **relatability**, moving away from unattainable glamor.
The rise of reality television, such as **”Keeping Up with the Kardashians,”** has fueled this desire for genuine human experiences, particularly among younger audiences. “There is this urge from audiences for a world beyond the super-constructed artifice that we usually associate with fashion,” Murray explained.
The homes featured in “The Domestic Stage” often belong to the subjects being photographed—typically **street-cast models** or even Murray’s own friends and family. This choice eliminates the usual chaos of large-scale shoots, which typically involve numerous assistants and extensive equipment. Instead, these domestic environments foster a more curated experience, where the focus can shift to the individual being photographed.
Photographers have embraced this new dynamic, creating compelling images amid the unpredictability of home life. For instance, London-based photographer **Joyce Ng** described a shoot for **1 Granary**, navigating the delightful chaos of a household with six siblings. Such unexpected elements lend a sense of realism to the imagery.
However, not all domestic shoots are spontaneous. Notable brands continue to invest heavily in production. For example, **Dior’s** Fall-Winter **2024** campaign, shot by **Sarah Jones**, involved intricate set designs in an abandoned French chateau, showcasing the blend of authenticity and artistry. Similarly, **Bottega Veneta** drew inspiration from **Carrie Mae Weems’s** iconic works, featuring **A$AP Rocky** and his children in carefully curated scenes that evoke familiarity and connection.
As fashion brands increasingly lean into the concept of authenticity, domestic spaces—characterized by their “intimacy and imperfections”—become highly desirable settings. “Even though much of the work is as constructed as something would be in the studio, it’s got a bit more of a sense of reality to it,” Murray noted.
Interestingly, some photographers are taking this a step further, crafting sets that mimic domestic spaces while intentionally highlighting their artificiality. **Rachel Fleminger Hudson**, a London-based photographer, creates editorial sets resembling kitchens and bedrooms but with a synthetic flair to emphasize the performative aspects of daily life.
The ongoing dissolution of boundaries between public and private life, accelerated by social media, suggests that the trend of shooting in homes is not just a fleeting response to the pandemic. Murray asserts, “This wasn’t just a couple of years where everyone was doing it—this is an ongoing thing.”
For those intrigued by this evolving narrative in fashion photography, “The Domestic Stage” is available in the **UK** now and will launch in the **US** on **October 7, 2023**. This development is reshaping how brands engage with audiences, prioritizing personal connection over curated perfection.
As this trend continues to unfold, it remains to be seen how deeply domestic spaces will influence the visual landscape of fashion in the years to come.
