For Vogue’s July 2009 edition, photographer Terry Richardson took model Lily Donaldson to the eye doctor.
The Vogue shoot features Lily Donaldson testing her vision, receiving eye drops, and leaving the optometrist's office wearing big sunglasses. The shoot is a great take on a pretty mundane task, upping it to a high fashion, colorful activity.
Implications - Medicine-inspired fashion editorials are instantly edgy and avant-garde, as they tread on territory that is unconventional for that industry. The fashion industry is based on the concept of real life, magnified. Thus, photographers and designers alike turn to daily occurrences that are familiar to the consumer for inspiration, while adding the element of fantasy that makes fashion fun.
Eye Doctor Editorials
Terry Richardson Helps Vogue Test their Vision for July 2009
Trend Themes
1. Medicine-inspired Fashion - There is a rising trend of medicine-inspired fashion editorials, which could pave the way for designers and fashion brands to collaborate with healthcare organizations to create functional, fashionable medical apparel and accessories.
2. Unconventional Imagery - Unconventional imagery, such as taking photoshoots in medical settings, is becoming more popular and could inspire other industries to think outside the box when creating their marketing campaigns and content.
3. Fantasy-inspired Content - The use of fantasy elements to make real-life tasks more exciting and visually appealing, as seen in the Vogue shoot, is a trend that could be popularized in other industries to make their content more engaging and shareable.
Industry Implications
1. Fashion - The fashion industry can use medicine-inspired themes to create a new line of functional and fashionable medical apparel and accessories.
2. Healthcare - The healthcare industry can collaborate with fashion brands to create stylish yet functional apparel and accessories that can be used by healthcare professionals and patients alike.
3. Marketing and Advertising - Using unconventional and creative imagery that blends fantasy with real-life scenarios can help brands make their content more visually appealing and memorable.