From the legendary Helmut Newton to present-day giants such as Stephen Meisel and Mario Testino, fashion photographers are as intrinsic to the world of fashion as the clothes themselves. Their creativity and unique points of view have turned some of the most iconic fashion campaigns into works of art.
Just take a look at Newton’s emblematic ‘Le Smoking’ image for Yves Saint Laurent in 1975.
It’s not, however, just fashion photographers making waves in the industry. Bottega Veneta has turned to contemporary artist and photographer Todd Hido for a fresh, new perspective for its Spring/Summer 2017 collection. The collaboration is part of its ongoing project, the Art of Collaboration, which was introduced by creative director Tomas Maier when he joined the Italian luxury goods and fashion house in 2001.
Hido was chosen for his affinity for capturing suburban America in often sensual and suggestive tones. His ability to perceive and capture light is what has made him such a renowned name in American art circles.
“I am a great admirer of Todd’s work, his images speak quietly yet extremely suggestively in a subtle way and his use of light and colour creates moods that are unique. We have a similar approach and sensibility. I like his sense of delicacy and intuition,” says Maier.
Bottega Veneta’s Spring/Summer 2017 campaign was photographed by Hido at the Modulightor building in New York City. Its structure of interwoven horizontal and vertical spaces is in keeping with the house’s signature intrecciato weaving, found in most of its collections. The modernist feel of the building is also a perfect companion to Maier’s credo of quiet and cultivated.
Check out the full campaign video below.