Behind the Wonder
Lensed
W Magazine’s Photo Director, Caroline Wolff, gives us the skinny on the inspiration behind the Wonder lens, and talks shop about Hipstamatic’s impact on fashion photography.
What was the inspiration for w’s september fashion issue and the new wonder lens?
More and more, we’re seeing imaginary worlds and fairy tales ruling pop culture. Movies like The Avengers and The Hunger Games, and TV shows like Game of Thrones and True Blood have transported us into different worlds of magic and fantasy. So for September’s big fall fashion issue, our visionary team of photographers and stylists aimed to capture this trend, creating one-of-a-kind, fantastical landscapes while highlighting the most striking trends of the season.
What role does photography play in w’s storytelling process?
W has a great tradition groundbreaking photography. Every picture is about creating a context and a narrative. It’s not just about clothes; it’s about the woman wearing the clothes. The fantasy. It’s not just about an actress; it’s the character she is playing for our pages.
How Is Hipstamatic Impacting Fashion Photography?
It’s pushing the industry in a more digital and social direction. The evolution of “Street Style” is a perfect example of this trend. Some of the most popular names in fashion photography today are street style photographers, some of whom take high quality pictures with just their iPhone and apps like Hipstamatic.
