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Fashion Brands, 3rd Edition by Mark Tungate

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08

They shoot dresses, don’t they?

The photographer has an enormous influence on the branding process.

I’m standing under the portico outside the Victoria & Albert Museum, sheltering from a summer storm that has raced in from nowhere to dash the streets with raindrops the size of boiled sweets. Beside me, tourists mutter exclamations and unfurl umbrellas, or haul vivid cagoules over their clothes. Frankly, I’m grateful for the enforced pause in the day, because it gives me time to think. I’ve just seen an exhibition of fashion photography so disturbing – so downright weird – that it has shaken up my idea of what the alluring métier of snapping models in dresses is all about.

A couple of days earlier, the photographer’s name, Guy Bourdin, had ...

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