A Reflex of Photography History
The recent exhibition entitled “Woman in fashion: a visual trip to Igualada”, organized by the Anoia County Archive, has captured the attention of numerous visitors. This exhibition, which has been directed by Marta Vives, not only stands out for its visual richness, but also because of the historical depth it brings to the fashion world in the city.
L’Emport of photography in fashion
At the beginning of the 20th century, photography began to replace traditional illustrations, offering a new perspective on fashion. Technical advances in photography, such as the optimization of lighting and composition, allowed photographers to capture fashion in a more realistic and attractive way. Each image not only documented a product, but also reflected the author’s personal vision.
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In this context, women have been presented as a central figure in many of the photographs, generating a narrative that combines aesthetic and marketing. The way woman was portrayed in advertising was essential for the attractiveness of the product, regardless of whether a model appeared or if it was a catalog.
A legacy of photographers and creatives
The exhibition also honors several photographers who have contributed to the evolution of advertising photography in Igualada. Figures such as Joan Domingo Bisbal and Roger Velázquez have left an indelible imprint on the visual landscape of fashion, reflecting not only the trends of their time but also the essence of women in each image.
Evolution and changes in representation
The representation of women in advertising has undergone significant transformations. Although patriarchal stereotypes dominated for decades, a change began to be observed from the 1970’s, despite the fact that many images were still subject to a male look. The true emancipation of women in the ads was not consolidated until the 1980’s, when ideals of equality and freedom began to be promoted.
Reflections on the future
As we move forward in the 21st century, the representation of women in fashion remains a topic of debate. Despite progress, stereotypes persist, and the industry must continue to work to present a more realistic and diverse image of women. The exhibition “Woman in fashion: a visual journey to Igualada” is not only a celebration of the past, but also an invitation to reflect on the future of fashion and its representation.