00:00 [MUSIC PLAYING]
00:03 Hello from London's Saatchi Gallery,
00:09 where this summer, fashion photography is in focus,
00:13 exploring how in today's digital age,
00:16 it's much more than just a sales tool,
00:19 becoming a new visual language.
00:21 [MUSIC PLAYING]
00:29 The Beyond Fashion exhibition strikes a pose
00:32 with the works of almost 50 photographers
00:34 from around the world.
00:36 With images from the 1980s to the present day,
00:39 it doesn't just feature iconic designers and supermodels.
00:44 Fashion photography has also evolved
00:46 to explore other interpretations of beauty,
00:49 so moving away from conventional understandings of kind
00:52 of supermodel beauty.
00:53 And this exhibition really embraces
00:55 photographers who are exploring different and perhaps
00:58 more authentic notions of beauty.
00:59 [MUSIC PLAYING]
01:02 Under Your Smell is made up of huge fabric prints created
01:06 by Swiss photography students.
01:09 They take on beauty, identity, and gender,
01:12 offering a visual interpretation of Jean-Paul Gaultier perfumes.
01:17 The goal was to translate the smell into images.
01:22 Fashion is really the place where
01:25 we can get out of standards, like we
01:29 did with this collaboration.
01:31 We try to break free from gender norms or beauty norms
01:34 and try to reinvent new forms of beauty
01:37 and include gender diversity.
01:41 Otto Ataraxia, who was born in Taiwan and now lives in Berlin,
01:46 created this image to explore body and form
01:49 and its relationship with fashion.
01:52 The word, it seems like just as a tool.
01:54 So let's say you have a fashion catalog or fashion models.
01:58 The question is, for example, if you're a supermodel,
02:00 are you really just a rack to sell this presentation?
02:03 And I think people that are very much fascinated by the art form
02:06 itself is really interested in the essence or the spirits that
02:11 really cannot be named.
02:13 [MUSIC PLAYING]
02:16 Paris-based Jonathan De Villiers
02:18 is a fashion photographer who likes to shake things up,
02:22 ditching industry norms when capturing these jewelry images.
02:27 In this case, I had to shoot some very, very expensive
02:30 jewelry.
02:31 So there's diamonds, huge diamonds,
02:34 which were worth millions.
02:35 And I thought it'd be interesting to use
02:36 ordinary scenes, domestic scenes, chaotic scenes,
02:41 and have children and older people in the shots.
02:44 [MUSIC PLAYING]
02:48 Beyond Fashion runs at London's Saatchi Gallery
02:51 until the 8th of September.
02:52 [MUSIC PLAYING]
02:55 (upbeat music)
02:58 (upbeat music)
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