Globalisation and developments in Information Technology mean that trends
and fashions are transmitted more quickly. The pace of change in fashion
is accelerating. To keep abreast of these changes, photographers on the
cutting edge have to quickly assimilate avant-garde trends and appropriate
stylistic markers into their work. The most successful not only have a
distinctive personal style but are continually in touch with current trends.
Because of the key role they play in marketing and advertising, the top
fashion photographers have become hugely powerful in the fashion business.
Colin McDowell, fashion historian and journalist, comments "It is
the fashion photographers who are the real power brokers in the industry,
wielding an influence even greater than the top designers". In an
industry driven by publicity, the photographer is king.
What remains constant is that beautiful woman, desirable clothes and talented
photographers make a powerful combination.