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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, fashion photographers on the cutting edge have to quickly assimilate avant-garde trends and appropriate stylistic markers into their work, especially in Los Angeles, where the models are often actors,actresses and celebrities.. The most successful Fashion Photographers 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.
