Los Angeles inspiration

Image: Adentity, Venice Beach

Where do you go to get inspired when it comes to movies and creative productions? Yes, you are right. To LA. Adentity went to LA to get inspired in the City of Angels. In this post, we would like to share some of the LA inspiration. From 3D screens and graphic design to how to connect offline with online media through both layout and the love for QR codes.

Full 3D experience – Hollywood film legacy

Forget the 3D glasses. Enjoy the full 3D film experience at Los Angeles International Airport instead. The airport elevator turns into a historic high-rise building with full action and vivid acrobatic. This impressive 3D installation catches the attention of travellers. By taking the old silent movie and turning it into a 3D experience, it captures the soul of LA and Hollywood, connecting the past with the future.

The use of the latest 3D movie screen technology enables new creative opportunities. New kinds of open spaces – from retail to fairs and offices – can now act as attention and branding billboards.
Take a look and get inspired!

LA, LA, LA  –  graphic letter design on repeat

With clean typography and playfulness in the colour palette, these letter graphics catch the eye. The use of different shades creates a dynamic in the graphic layout. In the middle of the layout, you find a QR code to navigate you further in the social media landscape.

Image:  Adentity, Los Angeles

LA in love with QR codes

Everywhere in LA, QR codes are used. They are a natural part of all types of consumer marketing. The QR codes redirect customers to social media pages and are both smart and convenient.

QR-code stands for Quick Response and is a matrix barcode offering a short track for the consumer to more information on a webpage. When QR codes first appeared in marketing and product communication it took a couple of years before consumers started using them in daily life.

The development was boosted by the introduction of Smartphones, although the very first QR codes came already in 1994. The innovation originated from a Japanese automotive company, Denso Wave, to speed up their manufacturing process. It is interesting how technology and marketing go hand in hand, and how deep LA has fallen in love with QR codes.

Share your #LAstory

Time to share your LA story! The offline world gets connected with the online world. This large format poster borrows its inspiration from the Instagram universe, with an aspirational photo that catches the eye and a clear call to action promoting the hashtag. Simple and clean – Share your best LA Story to inspire others. There are almost 600 000 stories on Instagram connected to the hashtag.


La Biennale di Venezia

Biennale Arte – The milk of dreams

The 59th International Art Exhibition just opened up at Giardini and Arsenale in Venice. The Biennale Arte 2022 in Venice has chosen the theme – “The Milk of Dreams”. Inspired by the book title “The Milk of Dreams” by the Surrealist artist Leonora Carrington (1917–2011).

”The Exhibition
takes Leonora Carrington’s otherworldly creatures, along with other figures of transformation, as companions on an imaginary journey through the metamorphoses of bodies and definitions of the human.”

Here is a sneak peek of the artists displayed at the Biennale:

Credits: Jonathas de Andrade, Simone Leigh, Wu Tsang of Whales, Ulla Wiggen (

The curator of the exhibition, Cecilia Alemani, says to the Art Newspaper: “I wanted to use this atmosphere and this fluidity to create an exhibition that talks about metamorphosis of the body, and of the definitions of humanity”. It is an impressive amount of art that is presented:  213 artists from 58 countries; 180 of these are participating for the first time in the International Exhibition. In total there are 1433 works and objects on display – which is quite impressive.

Credits: Globestyles & Adentity

Sources and read more at Designboom, La Biennale and The Art Newspaper

Graphic design trends in 2022

Youthful expressions that catches the eye

This year, styles from across the decades are coming back to life in a new twist and creative form. Trends tend to be cyclical and come back and evolve. This is something we like about graphic design, the rediscovering and reimagining of old favourites. 

We’ve looked into upcoming trends in the graphic design world and have gathered some inspiring trends within style and colour for 2022. We also included some examples from major brands like Kellogs, Coca Cola and Burger King that have explored new youthful expressions in line with these trends.

90’s nostalgia and retro style in a fresh take

90s style is an era of sweet nostalgia that is coming back to give people a well-familiar sense of bubblegum colours, grainy textures, pixelated art and retro illustrations. Major brands like Coca Cola and Burger King have adapted the retro vibe, expressing it in a modern and fresh way.

See more at: itsnicethat, clio

Muted colours for an organic and calm design

Muted colours are essentially vivid colours that have had their edge taken off. Muted colors are incorporated more on the web and even in packaging. Perhaps because they tend to give off an organic, calm vibe and blend well with a light or dark text when used as a base.

See more at: design & paper, Landor

Combining 3D and flat design for catching the eye

3D is a growing form of style that is opening up its arms to anyone that’s up for a try. As it offers limitless possibilities to designers, it gives room for anything you can imagine. We see many creators combining flat designs with a pop of 3D elements to create depth, as well as stand out and create attention.

See more at: Behance, Dribble

Milan Design Week 2021

Nature, craftmanship and soft pastels –  with strong sustainability manifestos

What is going on in the Supersalone in Milan? The world’s biggest annual design gathering just took place in Milan. We took a sneak peak what is going on in the Salone del Mobile – the furniture fair that is the key event during the Design week. Designs in focus celebrated nature, craftsmanship, soft pastels but with strong sustainability manifestos. According to Eclectic Trends, sustainability was the overriding message at the fair. Company manifestos like “Going greener”, “Second life”, “Renew our connection with nature” adorned the Salone’s walls and booths.

Kaarigari by Rashmi Bidasaria

Rashmi Bidararia encoded the movements of block printing artisans into a visual data – channelling their unique signature styles. The project pays homage to the craftsmen and their work in a beautiful execution.

Hypatia Project by Tair Almor

The Hypatia Project was born out of answers from 100 women about their body, nudity, pain and pleasure. From the sequence of answers from each woman, Tair Almor created a unique ceramic vase using modular molds, telling the story of each woman’s experience of the female body.

Seam of Skin by Chiaki Yoshihara

Interior and product designer Chiaki Yoshihara presented Seam of Skin, a furniture collection born from a unique process. Yoshihara has taken polystyrene foam and turned it into furniture with a wood grain-like texture and sheer pastel colours. For the chairs and stools, Yoshihara used polystyrene for its insulation properties together with actual wood, so heat doesn’t escape and the seating surface feels warm.

I’ll be your mirror by Josephine Akvama Hoffmeyer and Elisa Ossino

I’ll Be Your Mirror is a colourful yet calm installation staged throughout a Milanese apartment, featuring contemporary frescoes, classic Scandinavian furniture and mirrored surfaces. The designers said:
“While the balance of material, colors and texture lay at the very surface of interior, we urge spectators to contemplateon their own significance and appearance within space and time.” 

The Venus power collection from Patricia Urquiola

Venus Power is a collection of rugs by Patricia Urquiola created for Italian design company cc-tapis. The collaboration between designer and maker explores the idea that all people, regardless of gender, carry a level of femininity within them, and encourages it to be embraced, listened to and accepted. The idea is expressed through the metaphor “We all come from Venus”.



Graphic design inspiration 2021

Graphic design is a constant changing field with new ideas and visual styles, always looking for new ways to evolve and advance. That is why every year there are new or altered graphic design trends appearing. In this article, we introduce some of the exciting trends for 2021 that are being used more frequently in the industry.

Graphic design trend – Groovy fonts on display

Typography is an ever-changing field with endless possibilities for experiment and development. Last year, we were making fonts bold and magnetic. In 2021 designers are searching for something new and different. This year will give us more extraordinary display typefaces with geometrical dimensions and 3D fonts in acid colour palettes and gradients. When building a brand, the typography is important. To develop a font uniquely designed for your brand is a great way to create a unique expression and make people recognize you in the crowd.

See more at Oberlo, Studio Aurora, Dualist

Get inspired from A to Z!

We love to explore typography and get inspired by expressive and creative fonts. The project 36 days of type combines passion for graphic design together with the letters and numbers of the Latin alphabet. Designers, illustrators and graphic artists are each year challenged to design a letter or number each day for 36 days. The result? Beautiful, inspiring interpretations of the same symbols from thousands different perspectives.

See more at 36 days of type

Graphic design trend – Go monochrome or duotone?

Duotone design refers to creations that are made up of two contrasting colors, while monochrome design refers to the use of varying tones of a single color. These two ways of expressing colour, we see are getting a push this year. Monochrome and duotone designs are being used in online campaigns and advertisement as well as in packaging and product design.

See more at Sammontana Gruvi, DesignboldKolorlessSpotify

Graphic design trend – The dark mode

Dark UI design is a trend that’s growing fast! The use of dark mode in UI design is increasing since more and more users around the world prefer a dark interface before a bright. A dark mode is a useful option for when you want to draw attention to the content, for example reading, music apps and productivity software. Both Apple and Google have incorporated a dark theme in their user interfaces. A muted design helps focus attention and enhance accessibility more than a bright design does.

See more at Imam Abdul Azis, Elena Zelova, Ariuka 

What trends will you incorporate in your designs in 2021?

Barilla refreshes the blue brand colour and packaging design

Inspired by the Italian sky on a summer’s day

Adentity recently visited Milan and spotted the new, lighter blue Barilla packaging design that is launched in Italy. The new Barilla blue is inspired by the Italian sky on a summer’s day. FutureBrand that is the agency behind the rebranding work explains the new blue like this:

”That special hue of blue of the Italian sky on a summer’s day has been transferred to the Barilla pasta packaging. The packaging says farewell to Barilla’s traditional blue for a lighter shade full of emotion and generosity. Today, that light blue characterises Barilla packaging all over the world, celebrating the Italianness of the most loved pasta brand.” 

Barilla brand colours – red, white, and blue

Barilla’s traditional three brand colours are red, white and dark blue. The red, white and blue colour palette of the Barilla visual identity is a representation of the passion, love, and professionalism of the Italian company and its values of the customers’ happiness and well-being. We think a fresh, new packaging design is a great move for Barilla to make, since it is a refreshment to the brand in line with the heritage, focusing on emotions and highlighting the Barilla story and its love for pasta.

A new fresher pasta packaging range

Apart from the colour being replaced with a lighter shade of blue, there are some other exciting changes to the Barilla packaging. The new pasta box is made of virgin cardboard fiber which is a sustainable and recyclable material, and the plastic window has been removed in some markets like UK, which shows a sustainable mindset at Barilla. Also, the pasta will now be produced with 100% Italian wheat, and a new icon has been introduced to highlight this.

Before the redesign of the Blue packaging colour

You probably recognize the old Barilla packaging, since it is a product and design that lasted virtually 30 years. We look forward to seeing the new packaging in shelves all around the world!


Read more at FutureBrand, Barilla, Behance and Packly blog


Dive into the world of Adobe splash screens

If you work with Adobe programs like InDesign, Illustrator, or Photoshop you might have noticed different artwork appearing on your screen before the program opens. These are so-called splash screens and are used to create attention and promote the programs. Every year Adobe commission different artists to create the designs. We think this is a fun way of highlighting the programs. In this article, we explore the different artists and Adobes’ artwork for this year’s splash screens.

Adobe Illustrator – Vibrant colours of joy

Jade Purple Brown‘s artwork is the new splash screen image for Adobe Illustrator. She is a Brooklyn-based artist who has worked with brands like Refinery29 and Sephora. Brown created the splash screen image at the beginning of the pandemic. Spending a lot of time at home, she made the piece highlighting the feeling of waiting, but being hopeful through uncertainty. She uses a lot of vibrant colours to evoke joy, balanced with more neutrals like browns, blacks, and whites. “When you see my work, I want you to feel good. I want you to feel optimistic about your future and the possibilities of life, in general” she says.

Adobe InDesign – Collaborative magic

Birgit Palma and Daniel Triendl are long-time friends that teamed up to create the artwork for this year’s Adobe InDesign splash screen. When being approached by Adobe, they sat down and sketched both together and apart before merging each other’s ideas. “From there, it’s like a ping-pong match. We build of each other’s ideas and go back and forth. We’re in constant contact throughout the project.” says Triendl. According to Palma, the design changes quite a bit from start to finish when collaborating;” I may illustrate something and then send it to him to work on. While he’s working, I’ll prepare the colour scheme and then send it to him to make it better” she says.

Adobe Photoshop – Doors to imaginary worlds

Ted Chin‘s artwork is the new splash screen image for Adobe Photoshop. As an expert photographer and composite artist, Photoshop is core to him. With a family of engineers and his long-time passion for manga, Pixar, and Studio Ghibli, digital art with its blend of creativity and technology is a perfect match. Chin often works with stock images and draws inspiration from artists like Salvador Dalí and René Magritte. “Their artworks send a strong message, and it can mean nothing or anything, but they want you to look at it and think about it,” says Chin. “I’m really drawn to that feeling of opening up a door of an imaginary world. You can interrupt reality any way you want” he says.

If you want to see more creations by the artists, you can check out the Instagram accounts of Jade Purple Brown, Birgit Palma, Daniel Triendl and Ted Chin.


Exploring graphic trends

More than just brand identification! The world of graphic design is an ever-changing landscape. It holds the power to educate, inform and convince through colour transitions, personalized fonts and illustrations. In this article we assembled a list of design trends of 2020 that will influence the year to come.


Minimalism through lines

Line art and minimalistic graphic design was one of 2020’s main trends. The trend could be seen as a result of many large-scale changes in the world over the past year. It has breached many areas of application and is now popular in everything from websites and packaging design to clothing and interior. A beautiful example of the line art trend is the packaging design Èlaboratíum by Stepan Solodkov.

Elaboratium line art packaging design

Playing with letters

Let’s talk about fonts. Why? Content is the “king” of a site or an ad post. Typography is generally not to be messed around with, but with the trend of kinetic typography, stretching, twisting and distorting letters has become a way to create bold combinations and contrasts. We especially want to lift Jasmina Zornić, a graphic designer based in Belgrade, known for her colourful, bold type design and playful branding. Jasmina experiments with typography and takes a lot of inspiration from popular songs.

Colours meet geometrics

2021 will provide a lot of freedom for colour matching. Colour combinations is usually created to dilute visual perception. Combining real-life photos with simple illustrations replacing parts of the photo with colour has become a trend. Temi Coker, widely known for his creative approach in photography and design, explores this technique where black and white tones are paired with bright colours, photographed portraits and surreal illustrations.

Temi Coker graphic trends

What are your predictions for 2021?

The Evolution of Retail: Enhancing the Customer Journey


Taking urban retail into the future

The headlines are dire. Retailers are worried. Physical shops are closing down. Consumers are seduced by quick, easy, and cheap solutions that are often negative to profit margins, growth and the environment. But is the era of city retail really dead?

That need not be the case. The customer journeys don’t have to be limited to the online ecosystem. Using an innovative mind to direct customers to physical stores is just as important. The future of retail is bright for forward-thinking brands that are willing to embrace new ways of doing business.


A new dimension of pop-up stores

The concept of pop-up stores has been with us for quite a while now and the advantages are many. The brand gets more flexibility, can offer their customers a unique experience and capitalize on this buzzy concept. Pop-ups can also create a sense of novelty and exclusivity as they are temporary. However, it is not the innovation of pop-up stores itself that is the prominent thing but rather the execution of it.

Alexander Wang x Adidas Originals collaboration, for example, created a buzz by combining social media with an innovative pop-up concept: a pop-up truck going from New York to London to Tokyo. Fans followed the pop-up mobile store on the Adidas Originals Snapchat and inside was the exclusive capsule collection.

Another example was the launch of Chanel’s “Red Coco” where they created the “Coco Game Club” in Galeries Lafayette in Paris. Combining the pop-up concept with virtual games around lip products, beauty and an electric atmosphere with DJ’s and influencers was a true success.

In Malmö, a micro-department store that embrace new ways of doing business recently opened, Beyond Us – the urban market. It combines pop-up sales with a new dimension of unique brands and workspace for rent. Furthermore, it has an insta-zone, coffee shop, a click and collect service with relaxed fitting rooms, so that you can try what you have ordered on arrival. This concept takes a full grip of the customer journey and make it personal and inspirational.


The new retail landscape – context and personalization

The key to getting ahead in the retail buzz is to meet the customers where they interact with the brand and explore how this interaction works. The days of broadcasting a marketing message to one monolithic group of customers have passed. Each customer is different and should be offered contextual interactions that are personalized to their particular situation. Our lives online, mirrors our real lives. Technology has allowed marketers to craft messages on a one-to-one basis between their brand, a single shopper and where they are in their customer journey. Context and personalization form a powerful tool to build strong customer attraction for brands and fulfil the enhanced customer journey consumers are seeking.

Trends shaping the future

Stores will still serve its purpose, but their prime function will be the customer experience and personalization. Tedious tasks, like logistics, will become more and more automated and simplified, but we have to keep in mind that the five human senses can only be stimulated in store. We predict following three trends that will shape retail in 2020:

1. The development of responsible consumption and sustainability.
2. Hybrid businesses, where physical and digital experience are combined
3. New ways of marketing and interacting with the customers, for example via Messenger and other chat based social media platforms that personalize the costumer journey.

At the end of the day, it is innovation and agility that we’re after and need to strive for. Innovation that is not only digital, functional, or creative – but, a combination of all three that bonds us together and allows growth.


Brands transforming the image of Sweden

During summertime we tend to meet people that encounter Sweden for the first time and are curious on “typical Swedish things”. First that comes to mind may be Swedish corporations like IKEA, Volvo and H&M that undeniably made a significant international splash together with superstars like Zlatan and ABBA. But below the surface there is much more to be said about Sweden’s creative landscape. We decided to shine a light on Swedish brands that might not be the most the typical respond. Let’s take a look at some really exciting brands influencing the image of Sweden.


The oat drink Oatly is changing consumption patterns in urban cities. It was founded back in the 1990s and is based on Swedish research from Lund University. The company’s patented enzyme technology copies nature’s own process and turns fiber rich oats into nutritional liquid food that is perfectly designed for humans. Today, the Swedish company remains independent and dedicated to upgrading the lives of individuals and the general well being of the planet through a lineup of original oat drinks. Oatly has positioned themselves as an independent, funny, provocative and sympathetic alternative for diary products which has been a true success.


Fjällräven – Kånken

Kånken is growing its position as the urban backpack. With the Swedish mantra in mind, “Straight backs are happy backs,” Fjällräven created the first Kånken in 1978 to spare the backs of school children, as back problems had begun to appear in increasingly younger age groups. Simple, stylish and functional, the Kånken backpack soon became a common sight in schools around the country, quickly spreading to cities around the world as an iconic Swedish export. Take a look at the most recent competition and hashtag #kankenart for some beautiful personalised Kånken made by its bearers.



Spotify has totally redefined the music industry and transformed music listening forever when it launched in Sweden in 2008. Today Spotify is the most popular global audio streaming subscription service with 232m users, including 108m subscribers, across 79 markets. Spotify is the largest driver of revenue to the music business. They have sure managed to provide a legal online music streaming services as an alternative to pirated music file-sharing sites.



Hövding is the world’s first airbag for urban cyclists and it breaks new ground in cities around the world. It all started with the insight: “Why force people to wear something they don’t like? There must be another way”. The resulting innovation was the collarworn; Hövding (meaning ’Chief’ in Swedish). Through the advanced sensors and unique algorithm Hövding detects the cyclist’s movement patterns and reacts and inflates in 0,1 second in case of an accident. The specialized airbag inflates to cover your head and fixates the neck to provide you with the best protection on the market, up to 8 times better than a traditional helmet. The headoffice is actually not far from ours, in Malmö, Sweden.

Sweden sure is creative and filled with passionate thinkers and exciting brands that stretch beyond its most famous brands, and the list can definitely be made longer.What brands are typically Swedish for you?


Milan Design Week – Design’s sustainable solutions

During this year’s Milan Design Week over 386,000 visitors packed into the Salone del Mobile. In the city, there were more. Creatives and design aficionados from around the globe filled the streets during the world’s biggest annual design event.

The subject that has dominated Milan Design Week in recent years is undoubtedly sustainability. Environmental impact was the overriding feature among designers and brands from around the globe, but the highlight of the week was the fantastic Broken Nature exhibition at the Triennale di Milano, curated by MoMA’s Paola Antonelli. It highlighted the concept of restorative design in an effort to fix some of the destruction of the natural world caused by humans. From the Capsula Mundi, a beautifully poetic approach to death, to insect architecture and marine cleansing solutions created from wool destined for landfill, it presented just innovative and rediscovered solutions that could literally, make a world of difference.

Elsewhere, organic new materials and plastic recycling initiatives were just some of the ways that the design world is trying to reduce our impact.


Estrima, in collaboration with Mandalaki Studio, presented Birò 02, “the first electric concept car made with 80% recycled plastics.”


As part of the Broken Nature exhibition, Aki Inomata recreated the shell of the prehistoric ammonite out of resin using 3D scanning and printing techniques, and placed it in an aquarium with a small octopus to explore the evolutionary knowledge of the species.


Capsula Mundi is an egg-shaped pod made of biodegradable material, containing the bodies or ashes of the dead. A tree, planted on top, serves as a memorial, while the egg is buried as a seed, in the earth. This cultural and broad-based project addresses death and burial in a poetic way and aims to convert graveyards into forests.


The Newsroom Office by StorageMilano. Four design studios converted rooms within the offices of Vogue Italia. The Newsroom highlighted the continued trend for soft pink, rose gold and gold tones, as well as a resurgence in the Art Deco style.


Art deco style meets 80s aesthetics at Armani Casa.


Going Organic

Fluid forms and organic hues herald a soft creative mood
Spring is here. After the bleakness of winter, the sunlight has returned and colours begin to pop out around us.  Although the cycle of graphic design trends extend beyond the seasons, a softer, more colourful creative direction has caught our eye. Organic shapes, soft pastels and simple fluid forms are bringing a softer edge to logos and graphic identities. From The Branding Collective’s minimal, Japanese inspired business cards for Life Goes On to Everland’s graphical concept for Danone’s new water brand, Blüm.

Colours also manipulate photography in the form of colour filters. They add a fantasy element and offer a striking contrast on a dark background, as seen in our recent Sony campaigns.

These directions lend themselves to the overriding creative trend for Instagram worthy imagery that applies to everything from products and packaging, to interior design and architecture.

Going graphic in 2019

As 2018 comes to a close, it’s time to look ahead to next year’s design trends. How will brands look, identify themselves and communicate in 2019? We took a look at some of the upcoming themes.

Web design

The biggest driver in web design is interaction. Websites are no longer just a storefront or information board. As brands vie for attention and engagement in a crowded marketplace, websites must be eye-catching, interactive and more pertinently, inclusive. Video content is replacing still images as a way of attracting and connecting with visitors. Layout is also changing. As smartphone traffic surpasses tablet and computer viewing, web design must be compatible with different formats. As a result, to accommodate thumb scrolling, navigation tools are moving south.


The rise of authenticity and storytelling has also had a visual impact as both original and new heritage logos create a sense of history. Styles vary from minimal and negative space, to ornate and detailed. Distortion and playing with perspectives are also some of the ways that brands are bringing life to logos.


From vintage mid-century modern, to 3D design and typography, anything goes as long as its on-brand. With eye-popping colour palettes and compositions in rendering, graphic design has never been so creative or exciting. Retro is a major source of inspiration, from the glamour of Art Deco, to hints of 60s psychedelia in the form of duotones and gradients. Colour, of course, plays a major role, as a theme, accent or even a brand identity.

To read more about these and other trends, visit:


Berlin in photos

Adentity recently visited European Month of Photography in Berlin. The biennale, which takes place simultaneously in various cities throughout Europe, is Germany’s largest photo festival and attracts museums, cultural institutions, galleries and photographers from around the world.

Throughout the month of October, more than 100 venues around the capital treat the public to a full program of exhibitions and events. This is a chance to see work from some of the stars and emerging talent of the 20th and 21st century, from Diane Arbus, Richard Avedon and Cindy Sherman, to Elmgreen & Dragset and Philip Lorca di Corcia.

We visited a number of fantastic exhibitions, including PACK, which features portraits from Berlin’s Techno scene taken by Sven Marquardt, the notorious bouncer of the city’s most famous nightclub, Berghain. As a bouncer, Sven had access to some of the most famous German and international artists, so in 2005 he took his first musician portrait of Manuel Göttsching, a pioneer of electronic/conceptual sounds. This was the beginning of a parallel career that has taken his name beyond Berlin’s club scene, to the international art scene as a celebrated photographer.

The Galerie Pugliese Levi presents photographs by the agriculturalist and photographer Thibaut Duchenne, whose direct manner of looking is situated far from established traditions and techniques and shows a rural world that, while in the process of disappearing, lives on in various eloquent forms.

European Month of Photography Berlin continues until 31st October.
To see the full programme of events, visit


The art of fashion

The Adentity team took an inspiration trip to see the beautiful exhibition: Vogue like a Painting in Copenhagen. The show highlights the relationship between fashion photography and fine arts through fashion images from the vast archives of Vogue magazine.

Created in 1892 as a society magazine targeted at New York’s upper classes, in 1905 a young lawyer and publicist called Condé Montrose Nast bought the header and transformed it into a publication that celebrated fashion, luxury and the arts. To ensure the most unique and high quality images, Condé Nast built a stable of talented up-and-coming photographers from around the world, all signed exclusively to the magazine, and gave them the creative freedom that has become an integral part of the identity of Vogue magazine and indeed, Condé Nast’s successful publishing house. This then innovative approach gave rise to fashion photography as an artform.

Like artists such as: Egon Schiele, John Everett Millais, Johannes Vermeer and Salvador Dali who inspired some of the images on display, fashion photographers have risen to become the new masters of a burgeoning fine art genre. Cecil Beaton, Horst P. Horst, Erwin Blumenfeld, Bruce Weber and Annie Leibovitz have all become respected names within fine art circles. And while the market for fashion photography hasn’t yet caught up with the masters, the over 1 million USD Richard Avedon’s 1955 ”Dovima with Elephants” for Harper’s Bazaar fetched at auction in 2010 suggests it’s just a matter of time.