The rise of the FaceTime fashion shoot

From Zara and ASOS to Jacquemus, brands are getting creative about shooting in an age of social distancing
The rise of the FaceTime fashion shoot
Zara has taken an innovative approach to shooting Spring/Summer 2020

If you've spent the last month poring over e-commerce websites like we have here at Grazia Middle East, you may have noticed that numerous fashion sites no longer promote models wearing the brand and instead are presenting product images only. Due to the COVID-19 pandemic, social distancing is essential and therefore, it is both impossible and potentially irresponsible to organise a full photo shoot.

However, many brands are getting creative about the ongoing guidelines to stay at home where possible. These include Spanish retailer,  Zara, or the French brand Jacquemus, and even the British online fashion retailer, ASOS who are all shooting their collections on models through FaceTime.

Bella Hadid was shot remotely by Pierre-Ange Carlotti for Jacquemus SS20

Taking the lead is Bella Hadid, who shot the Jacquemus SS20 campaign over FaceTime lensed by Pierre-Ange Carlotti from the comfort of her own family farm in Pennsylvania where she's self-isolating with  parents-to-be Gigi and Zayn. 

Meanwhile, Zara's Spring/Summer 2020 collection is once again the perfect summer wardrobe. However, this season isn’t about “just” selling clothes; it's about creating a story. During these times, the Spanish retailer has also started shooting its new line through FaceTime, or simply by asking the models to photograph themselves with their iPhones.

Mica Argañaraz for Zara Spring/Summer 2020 Campaign

As the fashion world is on hold, times are changing and working from home has a whole new and creative meaning. These brand are not only inspiring and encouraging individuals to stay home during this pandemic but also making it aspirational through the mood of their pictures - from the comfy couch to their bedroom, to the floor, or even to the kitchen.

Zara Spring/Summer 2020

You can imagine yourself in those clothes while being at home cooking, singing, drawing, painting, or even in your garden doing TikTok dances. 

You might wonder how the picture looks so professional coming from an iPhone, well Grazia Middle East is going to give you some tips on how to have your own photo shoot at home.

The two most important things are the lighting and angle! Find your perfect spot near a window or outside where you can get a natural light. If you want to have the perfect glow wait for the golden hour.

Furthermore, to find your optimal angle turn your head slowly from right to left and bring your chin gently from up to down. Now, you can play around and have your homemade photo shoot!

Photos: Instagram @zara, @asos and @bellahadid