ToMa is a self-taught photographer based in Paris, France. His photos are gritty, realistic and demonstrate that flawless subjects are a thing of the past.
ToMa's recent collection uses this pragmatic aesthetic and the result is captivating. Although his subjects are presented in a realistic manner, flaws and all, the photos are that much more enticing due to their no-nonsense nature. ToMa does not waste time trying to cover up a model's signs of aging but instead embraces these features with brilliant results.
Implications - Many advertisements are full of unrealistically perfected subjects, and consumers are becoming tired of this aesthetic. Companies would be wise to use a pragmatic approach when designing packaging and publicity stunts that celebrate the natural abilities and beauty of individuals.
Key Themes Behind This Trend
- Realistic Portraiture
- ToMa's gritty and pragmatic photography style demonstrates the need for realism in portraiture.
- Embracing Imperfections
- ToMa's approach celebrates the beauty of flaws and imperfections in subjects, creating an opportunity for a shift in advertising aesthetics.
- Transparent Marketing
- Consumers are becoming tired of unrealistic advertising and demand transparency from companies, creating a trend towards honest marketing strategies.
Where This Applies
- Fashion
- Fashion brands can adopt a pragmatic approach to their advertising campaigns, showcasing the natural beauty and individuality of their models to appeal to consumers.
- Beauty
- Beauty brands can shift their marketing strategies towards transparency and embracing the imperfections of their models, creating a more relatable and inclusive image for their brand.
- Photography
- ToMa's pragmatic approach to portraiture presents a disruptive innovation opportunity for photographers to embrace imperfections and create a new trend in realistic and relatable photography styles.
