One of Lev Efimov's goal through his photography work is to communicate, which is why he is drawn to portrait photography. His lustful, romantic images convey ineffable emotions that only a camera could capture.

The Russian-born photographer explores textures and lighting for the many fields that he explores including fashion, advertising and film. Lev Efimov sees photography as a lifestyle, something that he is committed to almost every single day of his life.

Implications - Consumers in modern society are no longer attracted to the increasing number of dark styles coming out. Products that feature a more subtle aesthetic appeal to those who want to maintain a classic appearance. Companies could develop more items like this to attract more attention.