GIOVANNI GASTEL. FASHION TORN BETWEEN PHOTOGRAPHY AND WEB
Is fashion art photography destined to succumb in front of the advance of mobile phone photos or realized for the fast communication of the web? Giovanni Gastel, photographer, artist, poet and number one of artistic fashion and top quality image replies. His photos live on the most important international magazines and in the museums that talk about contemporaneity.
"The fashion world and its way of communicating, how will they emerge from this period of world blockage? Certainly it will be necessary to think deeply about the ways and times of fashion communication but also the message of fashion itself will have to change profoundly.
Print media, for a century, the only «communicating voice of fashion» suffers from a deep crisis given by the increasingly modest contribution of advertising. The magazines themselves close their doors as a result of this «a dog chasing its own tail»: no advertising no magazines no advertising. The imagined entry into the communication of the web is struggling to recover because of the terrible lack of poetry that these media convey.
Fashion lives of dream and not of truth. His immense subliminal message has always been: we are a world of election, elegance, eternal youth, if you buy this product you will also be with us in «paradise». Unlike photography, television and the web do not have the ability to convey this simple subliminal message. Conventional communication mixes dream with nappies and toilet cleaning products and is therefore unusable.
Fashion then changes every six months making impossible the contribution of the laws that regulate the conventional marketing that is based on products that «remain» over time (mineral water, detergents, etc.).
Fashion in fact uses these parameters only for more stable products: glasses, perfumes.
Then fashion giving up its priority communication channel must rethink a way (difficult but not impossible) in order to continue to communicate the dream without sacrificing the photographic image that remains today the only technique capable of elevating the dress as absolute protagonist of the scene relegating all the rest to functional accessory to the centrality of fashion (even models). The web can be the way of a new communication but obviously it must rethink itself according to a product, fashion, different from all the others. Everyone is therefore working to search and quickly find new and alternative ways and channels.
Italian fashion remains and must remain a cornerstone of our future economy".
Giovanni Gastel (President of AFIP International - association of professional photographers).