2026-07-10T04:15:18Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/99102025-01-15T07:59:21Zcom_10259_8911com_10259_5086com_10259_2604col_10259_8912
Heras Romano, Daniel de las
García-Ergüín Maza, Marcos
2025-01-14T13:10:24Z
2025-01-14T13:10:24Z
2024
2325-1379
http://hdl.handle.net/10259/9910
10.18848/2325-1379/CGP/v18i01/145-159
2325-1395
The arrival of the digital medium has led to a new photographic model: e-commerce imagery. This article analyzes Gucci and Balenciaga’s e-commerce images as a new form of fashion photography, taking into account the commercial success of the two brands that significantly increased the volume of online shopping in 2022. The interest relies on how clothes are exhibited on e-commerce platforms due to the ephemeral and immediate consumption on the internet. This study argues that the rise of online shopping and digital communication has influenced the representation of products on e-commerce. Consequently, the study aims to ascertain the quantity of photographs and the typology employed by ecommerce brands in showcasing their products. For this analysis, we have considered the key elements from editorial fashion photography and commercial photography through five different items: the clothed body, the gesture, the lighting, the space, and the camera shot.
application/pdf
eng
Common Ground Research Networks
The International Journal of Designed Objects. 2024, V. 18, n. 1, p. 145-159
https://doi.org/10.18848/2325-1379/CGP/v18i01/145-159
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
Fashion Photography
E-Commerce
Catalogue
Lookbook
Storytelling
Balenciaga
Gucci
Comunicación
Communication
Fotografía
Photography
Fotografía de moda
Fashion Photography
Moda
Fashion
E-commerce
Comercio electrónico
Fashion Photography Ontology through a Methodological Approach to pictures of Gucci and Balenciaga’s e-Commerce
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
The International Journal of Designed Objects
18
1
145
159