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Fashion photos need to reflect personality


What is the purpose of a fashion image? What are the hot trends in fashion industry photography? Are the representations just a tool for attracting resellers, or do they have another objective?



Aino garments have been photographed inside and outside the studio. Danish-born Tenna Schwartzbach Pedersen worked the upcoming summer collection shoot as a stylist and shoot arranger. A London resident for years, she has years of experience in women’s fashion under her belt, having worked with the Danish label McVERDI, for example.

“I don’t think general trends exists in fashion photography. All the companies want to produce personalized images. The images are intended not just to showcase the clothing, but also the values of the company,” she says.

“Clients find it easier to identify with Aino if there is more in the photos that just a white studio backdrop. The basic idea is always to sell your products, but you have a greater chance of succeeding in their endeavour if you can reach out and make a personal connection with the customer,” the stylist continues.


Schwartzbach Pedersen says clients these days are pretty neatly divided into two buyer groups. “ There are people who buy inexpensive things and then reject them after wearing them just a few times. The majority of customers however demand classic long-lasting clothing, so establishing a connection with the piece of clothing is important to them. Customers like this also want to know how the design of their clothes was born and where the materials are from. These are the kinds of important values that we want to bring out in our photos of the Aino collection.”

She is happy with how the summer collection shoot worked out. Aino’s design, colours and materials made quite an impression on the Danish fashion expert. “Aino is really interesting brand. The idea for what was needed in the product images came to me quickly.”


First time in Finland

Schwartzbach Pedersen met Aino’s Liisa Kotilainen and Vesa Poutiainen at the London Pure fair in February 2016. Their conversation turned into cooperation, which began in Helsinki last June.

“The Danes don’t tend to think of Finland first when they are thinking of a travel destination, and it was the same for me. I had never visited your country before, but I fell in love with Helsinki at first sight. Liisa and Vesa showed me the city and told me about their Finnish identity and their personal backgrounds. We visited the Aino shops on Freda and Mikonkatu, too,” she remembers.

“My first encounter with Helsinki confirmed my original thoughts for the shoot. I somehow wanted to bring Finland, what it means to be Finnish and the capital city of Helsinki into the images, and I think Ralf Åström and I succeeded in doing this,” she says.


Photos from sunrise to sunset The final photo shoot was carried out in the space of one day, shortly before Midsummer. It was a long haul, because the team started in the early hours of the morning with make-up and the quest for the perfect light. Åström caught the last frames as the sun set, which doesn’t happen in Finland in June until after ten pm.

“We didn’t capture any sun in the morning shots because the weather was really grey. But the evening ended up being just perfect. We shot photos on the bedrock behind the Rock Church and around the Music Centre, and the light of the setting sun was spectacular.”


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