Fashion Photography Ontology through a Methodological Approach to pictures of Gucci and Balenciaga’s e-Commerce

Abstract

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.