What if the aesthetics of fashion photos in confinement were not a passing fad, despite their creative mediocrity? The success of Rihanna and Kim K.'s latest homemade campaigns may point to a more lasting installation of this DIY trend.
By Ludmilla Intravaia
We are never better served than by ourselves. If, in the test of the Covid-19 crisis, this old adage has regained its relevance, as demonstrated by the recent wave of do-it-yourself confinement shootings, implemented by brands and magazines in need of visuals for the SS20 collections (more info in this Boudoir Numérique article), one could wonder if the trend had a chance to continue, as the quality of the photos produced left something to be desired.
Wasn't this type of homemade photoshoot going to be an embarrassing moment, quickly slipped under the carpet, once the doors of apartments and studios reopened to the world, post-lockdown? We would have been tempted, not long ago, to answer in the affirmative, if it were not for the last lingerie campaigns of Rihanna and Kim Kardashian, whose photogenic charisma has the commercial advantage of dissolving the consumer critical mind as surely as it increases his desire to buy anything that would feature the two planetary stars. Proof of that is the success of Rihanna's stay home pictures for her summer collection Savage X Fenty, in which the Barbadian singer also invited members of her community to participate, in a contest organized on Instagram (more info in this Boudoir Numérique article).
For the new collection of her lingerie brand Skims, Summer Mesh, launched yesterday, Kim Kardashian made selfies, with the hashtag SHOTBYME, with Photo Booth, an old Mac computer application, which by the way says a lot on the business woman ability to bring up to date all kind of old stuff that have fallen into oblivion.
Reassuring and natural aesthetics that feels like home sweet home, collaborative shootings, reflecting a state of mind focusing on sharing and self-acceptance ..., all these attractive factors fit well with the approach of inclusion and diversity, advocated by the two brands.
So many elements that suggest that, when the memory of the Coronavirus will have already faded from our memories, Rihanna, Kim K. and a bunch of other brands in their wake, will continue to make selfies, in their garden, their kitchen, their dressing room or their fitness room, to sell panties to the whole world.
* Continue reading on Le Boudoir Numérique with these following articles :
- Covid-19 – Be part of the DIY photoshoot of the Savage X Fenty by Rihanna summer campaign
- Stay at home photoshoots or the sad new norm of confinement
- Lumen Couture Led Matrix face mask available in May