Keeping It Fresh
Simple, clean and fresh.
VelourFall/Winter 2010
I actually had my first experience of Velour through the online retailers ASOS. The clothing looks rather basic (and even boring?) when viewed in strict isolation. To be honest I always find photographs of trousers rather misleading on retail websites. The model is invariably standing with their legs unusually apart, as if they have a balloon held between their thighs in order to give a true representation of the full leg of the garment. It can often be rather awkward and a touch confusing. Similar to labels such as Acne or APC, it is something which lends itself well to being viewed within an entire outfit.
I have always had issue with the representation of clothing in online stores, and indeed it is quite the concern. Retail display is an art form of its own (check out Haute World if it interests you as it does me) and I suppose once removed from the actual real world experience there are questions of how to carry that forward. Although internet shopping is now mainstream, I feel that issues of representation are still as problematic as ever and have yet to be fully worked out. Can clothing ever truly be represented in its actual absence? It does after all need a human body with which to communicate and act on.
How does one choose to present clothing for sale online? The options are just as numerous as in the real retail environment, although with the additional option of a live model (albeit still a photographic representation regardless of the option). Whether you are a fan of seeing the garments in flat profile with additional detail shots, seeing it with other garments, seeing it on a model, or seeing it with a ghost model, it is the aim of the retailer to provide an accurate and enticing view. Of course they can fall short...sometimes rather painfully (check out this thread on oki-ni's infamously bemusing choice of model/creative director Daniel).
This is perhaps where the lookbook comes in. Indeed I have often found myself excited by clothing far more within the context of a lookbook or editorial than when viewed on a retail website, or even on the hanger in person. Clothing is after all meant to be worn, and it is only when you try something on and see how it interacts with your body that you find out how well it works for you. Jeans are the most obvious example and actually where I find the most problematic representation issue online to be.
How do you feel about product photographs when shopping online?
Ever been misled or put off?
Ever been misled or put off?