The original concept behind this shoot and tutorial was to show how to do a fun and lighthearted photo shoot similar to something you might see in a Gap advertisement. The goal of a fashion image is to convey the companies message and brand image to consumers through still photos. This is true for both “high fashion” and “retail fashion”. Where high fashion might focus on being overly sexual and extravagant, retail fashion wants to convey the message of fun, comfort and happiness.
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