FaceTime photoshoots have become the fashion industry’s lockdown loophole

As the world continues to adapt to a new normal amid the current global pandemic, businesses are taking to new creative endeavors to get the job done. Head chefs have started teaching at-home cooking lessons via Zoom to combat restaurant closures, while fitness trainers have started to use Instagram Live to provide virtual workout classes. After all, the show must go on.

The fashion industry has found a loophole in figuring out how to proceed with monthly magazine covers and collection campaign photoshoots. The answer? FaceTime. So close, yet so far away.

The movement began with Bella Hadid’s Summer 2020 Jacquemus campaign, which was shot entirely via FaceTime by French photographer Pierre-Ange Carlotti. The 23-year-old supermodel stuns in a slew of candid images wearing Jacquemus’ Spring 2020 RTW collection, which was shown last June in Paris. “Euphoria” star Barbie Ferreira is featured in the campaign — titled “Jacquemus at home” — as well.

Hadid also appeared in a FaceTime editorial spread for Vogue Italia, photographed by Brianna Capozzi. She posed in front of a white wall with a giant blue balloon wearing DSquared2 heels and cheeky black briefs.

“The day before the shoot, Haley [Wollens, a stylist] and I tested out poses together on FaceTime; this is always our process, but not within the confinement of a cell phone screen. It was pretty hilarious. Then we called Bella Hadid and did a fitting … Then we hung up and Bella went off to do her hair and makeup, she did a stellar job, this is why she’s a supermodel!” Capozzi explained to Vogue about the process. “She is the full package and always makes it exciting and fun. Bella’s friend Lauren, who is a creative director when she’s not stuck in the house, acted as a dream photo assistant and fashion assistant, taking the liberty to order a ring light the night before…”

Allure Magazine and WhoWhatWear (WWW) have also taken to this new digital reality. WWW teamed up with Laura Harrier for a Zoom photoshoot, during which the “Hollywood” star wore a bright pink and red Solace London dress she had actually planned to wear to her 30th birthday before quarantine happened.

Ahead, we’ve rounded up all of our favorite virtual photoshoots that are breaking creative boundaries. If FaceTime fashion photography is the way of the future, so be it. The results are epic.

Bella Hadid for Jacquemus

Laura Harrier for WhoWhatWear

Bella Hadid for Vogue Itailia

Tracee Ellis Ross for Allure

Chloë Sevigny for The Cut

Barbie Ferreira for Jacquemus

If you enjoyed this story, In The Know also covered Stuart Weitzman’s new campaign starring Serena Williams.

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