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The Use of Hedonistic, Playful Youth Based Photography in Fashion Campaigns

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A single word can group together all (or at least a large majority) of today's youth, that word is Hedonist.
Hedonist (noun): a person whose life is devoted to the pursuit of pleasure and self- gratification.
In a world where young people are only living for themselves, the corporations and brands are booming. Having expensive clothes, the newest phone and an overpriced cocktail in your hand on a weeknight has never been so important. This is the essence of youth, going to parties to show off your brand new purchases, buying a whole new wardrobe for your one week holiday to Ibiza. Major fashion brands have caught on to this and youth culture has began to feature heavily in campaigns.
Well respected Fashion Photographer Elaine Constantine …show more content…

If you buy these things, you could live like these people; they're selling an idea just as much as they are trying to sell the garments in said campaigns.
Another photographer who's work particularly focuses on youth culture is Danielle Levitt, a New York based photographer who's work reflects American youth culture. She has shot for brand's like Penguin and Diesel as well as having a very full portfolio of youth culture based photography that has been featured in magazines like Hero and Rollacoaster. Her work for Penguin is quite similar to Elaine Constantine except maybe more commercial. All the shots are posed unlike Elaine Constantine's who's tend to look more natural but the notion is the same, lots of very attractive people spending time together in bars or by the docks which is where this campaign is based; but her work for Diesel Reboot is worlds apart. Images of different types of subcultures in their bedrooms were something very fresh and interesting in the way of youth culture; it showed a completely genuine account of how young adults/teenagers live their lives and it's a huge contrast to other brand's campaigns trying to appeal to youth audiences.
Taking both of these photographers work into account and looking

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