Cultural Influence: Using Models vs. Mannequins: What Works Best for Swimwear Photography?
Fashion is a mirror of culture, and cultural preferences shape our perception of beauty, body ideals, and fashion trends. What may be considered attractive and appealing in one culture may not be the same in another. This underscores the crucial need for swimwear brands to be acutely aware of these cultural nuances when deciding whether to use models or mannequins in their photography.
Models in Swimsuits
Models have always played a pivotal role in the fashion industry, particularly in the swimwear sector. They have the unique ability to breathe life into a bathing suit, making it relatable and tangible for the consumer. This human connection makes it significantly easier for the customer to envision themselves in the swimsuit and develop a personal bond with the brand.
Moreover, it is an opportunity for the brand to introduce its style, personality, and brand DNA. For swimwear labels, models can highlight how a bathing suit fits, moves, and serves its purpose. They can lounge around the pool or the beach, and strike poses that focus the customers’ attention on the suit’s best features.
Also, models represent the lifestyle and attitude the brand wants to associate its garments with. For this reason, swimwear brands that target specific demographic groups or an aesthetic will usually work with models.
Cultural Considerations in Model Photography
It is also important to note that cultural differences influence the choice of models. People in different cultures have different ideas of beauty, image norms, and standards of an attractive body. What is considered the golden rule in one culture will be unacceptable in another. For that reason, swimwear brands need to consider their buyers’ preferences before hiring their models.
For instance, over the past few years, Western society has been moving toward the acceptance and demand for diversity in advertisements. Clothing brands are gradually introducing models of different sizes, ethnicities, and ages.
The goal is to attract a more diverse target audience and promote a culture of self-acceptance and body positivity. However, some countries still live by the usual stereotypes of traditional beauty. In these situations, models may need to be chosen based on conventional standards.
The Rise of Ghost Mannequin Photography
Although models have always been the preferred choice for swimwear photography, the popularity of ghost mannequin photography has been surging. The ghost mannequin technique, also sometimes called invisible mannequin or hollow man, allows brands to exhibit swimwear without the human form.
It’s a straightforward, unobstructed viewpoint of the product and its form, focusing on its detail. The ghost mannequin process involves taking images of two pieces, one exposed and the other covered, from various aspects of the mannequin.
In postproduction, the images are edited and combined to remove the mannequin and leave just the product. This is perfect for swimwear brands focusing on their items’ structure, fit, and details.
Cultural Considerations in Ghost Mannequin Photography
Cultural considerations for using ghost mannequins for swimwear photography will be similar to those for model photography. Preferences for human interaction and the need for a human element in product explanation or relatability are other aspects of culture that should be considered. In cultures that value modesty, the absence of a human distraction may prove appealing. However, for other cultures, seeing other people wear it could make the product seem more realistic.
Visual Consistency
Visual consistency matters most regardless of a brand’s decision regarding its photography style. Consistency in style, lighting, and presentation will solidify the brand’s personality and allow it to form a deeper connection with its customer base.
When customers visit a brand’s online store, they should be able to recognize the style instantly. Thus, it is important to make sure that your photography maintains the brand’s established aesthetic and values by following specific parameters, such as lighting setups, backgrounds, and styling techniques.
Conclusion
The use of models and mannequins in swimwear photoshoots largely depends on the target markets’ norms, expectations, and cultural practices. Swimwear brands must be aware of these cultural nuances and apply these options more strategically.
If brands are well-informed and maintain balance, they can employ an approach that increases diversity and appeals to a broader target market. Models and mannequins should also be interchanged over time to help these brands position themselves purposefully in their markets.
Consistency and a proper understanding of the target market are critical components of a global marketing strategy. Culture remains an influential force in swimwear fashion. With careful consideration and knowledge of its nature, swimwear brands can succeed and stay relevant in their target markets.
