The exciting growth story of Fashion Photography The origins of fashion photography can be traced back to the early 20 th Century. Back then, Edward J. Steichen who had made a name for himself as an art and museum curator was also a frequent contributor to the photography magazine, Camera Work. His photo shoot that involved a few gown-clad models quickly became the precursor for fashion and clothing photography. It would go on to evolve into an exquisite art form and be revered by connoisseurs in the years to come. Since its early days, fashion photography quickly went onto identify as a selling tool. It introduced the cognoscenti and the masses to a lifestyle worth aspiring to. The visual extravaganza that a well sorted photo shoot creates can inspire and spark of a billion dreams. Some even manage to weave in a strong commercial hook that then draws inspiration from noteworthy events from around the globe. Entire publications were brought into existence to revolve round the changing seasons in the world of fashion. They identified with fashion photography as a potent marketing tool that could be used to lure in the top advertisers and have them feed a captive readership that was rapidly expanding. Serious efforts were put into tailoring the content to suit these goals. The management team at these publications took great care to ensure that their readership listened in rapt attention. The successful ones were those that managed to convert and convince their readers to patronize the goods and services advertised within the glossy pages of the publication. The editorial teams worked in close conjunction with fashion photographers to propel these shoots of well dressed models to something of a rarefied art-form. Such tactics began to pay off for everyone. Stakeholders such as the models posing for the camera, the photographers who played with angles and light together with the actual creators of the designs themselves, everyone began to get their shot at fame. Location scouts began to scour the planet, travelling far and wide in search of virgin locations that would form the spectacular backdrop for the shoots. Editorial teams incorporated the sublime elements of storytelling that served to draw readers into the human angle behind the photo shoot. As technology grows stronger, a small army of creative agents have come to be assigned to each narrative. Each person involved plays their role to set the mood and create that emotional connect required to achieve the most important of goals that is integral to every business venture – strong revenue streams.