The decade that Shaped Us

Nina Rivers

1/3/2020

The Decade that Shaped Us

Photography and Styling by Geoffrey Chuah
Swimwear by Hurley and Rip Curl
Makeup and Hair by Verity.G
Model, Nina Cook@Bella Model Management

The decade that has shaped us.

Where has fashion come from in the last 10 years and where is it going? The last decade we have been on a roller coaster ride for everyone that has worked in the industry, you name it from how we read our publications, to how we buy our clothes to even how we source our information to improve our day to day living.

Everything you can think of has changed in some shape or form, photography included. So, let’s start with photography, it has gone from part film, part digital to full digital very quickly. Why do you ask, well that has a lot to do with the internet and how the digital revolution has come into effect. Our phones or devices which is another way of calling them now have made it so easy for us to capture that image that we are after so much easier back when we use to use point and shot film cameras. The quality is second to none and has improved from the start of the 10’s too right up today, and with the company’s that make the devices, are marketing hard to make their mobile device the one that you want to use to take the photo, it’s hard not to use your phone to snap a photo and post on social media and what not.

For example, I have an iPhone XS Max, and on that you can edit the picture as soon as you take it, everything from cropping to flipping it to black and white to adjusting the brightness and it goes on. But that doesn’t mean that our devices are taking over. Far from it, you can never take away the freedom of shooting an image on a DSLR or Digital Single Reflex Camera. The ability of being able to change the lens, ISO, shutter speeds etc these are some of the wonderful things you can do on a DSLR. Then once you are done, you can drop it into your computer and edited it on there. But that is more for the pro or the person who wants to be able to change the image in detail rather than the consumer who wants to point and shoot and save some memoires of their holiday or trip.

So let’s move on to the publishing industry or the magazine world as I like to call it.

My, my it has changed so much over the last 10 years it will be very interesting to see what it will be like in another 10 years. First off we have less hard copy magazines and more online publications which is what LaMode magazine is. And the rise of the social media star has also had a lot to do with the deflated publishing industry, we get so many people wanting or trying to be what I call the go between of a brand, it’s hard to differ what you think is real and what isn’t real. I mean you look at the social media stars life and think is he or she really living the dream?? A lot of the time it isn’t, most of the time for the social media star, it is post a picture, caption it, tag it and then get on with your day to day stuff. So how has that affected the magazines we use to read? Well I think it is because we have become lazy, we don’t want to carry around something that is heavy and bulky, we would rather keep everything to a minimum. Plus, we can get all our information on our device at a flick of a finger and not have to open up to a certain page to read it. But nothing beats the look and feel of reading a hard copy magazine. So where is the publishing industry heading towards? Well we seem to be getting quarterly publications rather than monthly, coffee book style magazines seem to have become more popular with publishers as it seems to be easier for them to shoot higher qualityontent. And the last thing I would like to mention now is that we are getting more sites where you can download their current issue which allows you to read it later or on the go.

I could write a essay on both of these subjects and still have so much more to say. But I would like to finish on a note that LaMode magazine is being designed for you to download, I am working on a 5th anniversary issue which will be ready in about 2 weeks. There you will be able to read a fashion essay on fashion and how it translates into the magazines we look at and read and a essay on swimwear.

Till then enjoy

“The Decade That Has Shaped Us”