Many are the brands that are experimenting with new ways to produce content and photoshoots during the post-COVID-19 era. For the promotion of their latest collections, they had to use less traditional methods and experiment new techniques, like organizing photoshoots on FaceTime. Of course, the quality can’t match a picture taken on a professional set, but some results were very interesting. For example, we can’t forget the amazing shots of the top model Bella Hadid for Jacquemus and Vogue Italia April Issue or the ones of the singer Rosalia for Jacquemus and the new Zara SS20 campaign.
The latest brand that joined the trend is Giannico that shot their new Spring/Summer 2020 campaign on FaceTime. The brand owned by Nicolò Beretta collaborated with the Italian model Chiara Scelsi that, from the intimacy of her loft in Milan and without the help of any hairstylist and make-up artist posed for the shots. “The fashion industry once again adapt and reinvent itself. We need to keep experimenting with our creativity on every level,” says Chiara. “Shooting via FaceTime for Giannico was a new challenge for me: I loved being part even more of the creative process and helping with the production”.
One of the first Italian photographers that approached Facetime photoshoots is Alessio Albi, that recently joined the Condé Nast Social Talent Agency. Thanks to his brilliant use of technology created a series of portraits all shot throughout a webcam, with the collaboration of many celebrities and models, both Italians or Internationals.
