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Pandemic accelerates power shift in fashion, advertising
NEW YORK (AP) — The pandemic has accelerated a power shift in the fashion and advertising world, with models and influencers by necessity wielding more control over their own images during remote photo and video shoots.Modeling agencies are calling for companies to ship clothes directly to models, advertisers are crowd-sourcing video campaigns and creative directors are finding innovative ways to pick their best shots over Zoom.
Model Héloïse Guérin experienced this firsthand, even styling some of her own shoots entirely. Products were mailed to her home where she and her husband, photographer Victor Demarchelier, would conduct the shoots.
“Even though we had a lot of Zoom meetings with the clients, they still left us plenty of room for creativity and freedom which we really appreciated,” she said in an email to The Associated Press. “It was so much more fun than being ‘just a model,’ and felt very rewarding.”
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The adapt-or-die mentality stretched further than modeling and advertising, hitting the music and film industry as well.
Quinn XCII used a Zoom collaboration to get his voice out during the pandemic. The singer-songwriter joined with director Blythe Thomas to craft a music video for his song “Coffee” using footage from Zoom, security cameras and other videos shot by Quinn XCII’s wife.