Exterior photography of Dubai Zegna store by Gerry O’Leary
When photographing high-end fashion brands, every image carries the weight of the brand it represents. Throughout my award-winning career, I’ve had the privilege to photograph some of the most distinguished brands, including Zegna, earlier this year.
Without any knowledge of high end fashion or photography, it’s easy to imagine how competitive the luxury retail landscape is. This is where my role begins – in my imagination, before I pick up a camera, I must understand what the customer finds appealing and create a narrative that they will respond to.
Working with a prestigious brand such as Zegna requires a keen eye for detail and a deep knowledge of the brand story. Needless to say, it’s an honour to work with this Italian brand and showcase both their beautiful designs and stores with my photography.
Introducing Zegna
For those not acquainted with Zegna, it’s essential to understand the gravitas this name carries in the fashion industry. Founded in 1910, Ermenegildo Zegna is an Italian luxury fashion house defining elegance and sophistication. Known for its exquisite craftsmanship, Zegna produces exclusive men’s apparel, accessories, and fragrances.
When I was tasked with capturing Zegna on camera, I knew that I would not just be photographing fabrics or a showroom, I needed to encapsulate over a century of heritage, quality, and style. It’s the kind of challenge I love, that calls for precision, creativity, and laser sharp focus on detail.
Embracing the Brand Aesthetic
Before diving into the specifics of retail photography for Zegna, it’s crucial to understand and embrace the brand’s aesthetic. Zegna embodies a rich, timeless elegance. Their colour palette often includes earthy tones, rich textures, and classic sartorial lines. The mood is sophisticated yet approachable, luxurious but understated. Capturing this dichotomy on camera requires pre-visualisation. It all starts with understanding what the brand breathes – sophistication, heritage, and a touch of modernity.
Setting the Scene
For Zegna’s photography, the setting must complement the brand’s elegance. The environment should never overshadow the clothing but must act as an extension of the brand’s narrative.
Stores are designed for shoppers, not photoshoots, which can make it difficult to control lighting, composition, and other essential elements. I planned ahead to work around constantly changing foot traffic, merchandise displays, and limited space.
In composing the scene, I employ principles of balance, symmetry, and leading lines to guide the viewer’s eye through the frame. The careful arrangement of products and displays draws the eye towards the focal point, creating a visually striking and memorable scene.
The Importance of Lighting in Retail Photography
Lighting is the cornerstone of every shoot, whether that’s retail or architectural photography, and this is underscored when dealing with high-end retail. Zegna’s materials often have a sublime sheen and intricate textures requiring precise lighting. Soft, diffused light can enhance the luxurious feel of their fabrics, highlighting the fine details without overpowering the subject. Conversely, dramatic lighting can create striking contrasts that add depth and dimension to the images, perfect for accentuating tailored lines and bespoke craftsmanship.
One technique I often use is to layer the lighting. Starting with a natural light source, I introduce studio lights as needed. The aim is always to create a balanced illumination that accentuates the richness of the textures.
What Happens in Post-Processing?
Although I try to set the scene for the best image results, sometimes things creep in to be addressed in post-processing. It’s where we can refine the image to perfection. The goal is to enhance what’s already there without altering the integrity of the brand’s offering.
I use software like Adobe Lightroom and Photoshop for initial colour corrections. Preserving the texture and the true colour of the fabrics is paramount, as it’s a core element of Zegna’s image.
The Art of Luxury Retail Photography
Photographing for Zegna is an artistic endeavour that demands a symbiotic understanding of the brand’s luxurious DNA. It requires a blend of technical prowess and creative intuition. Every time I click the shutter, I aim to tell a piece of Zegna’s story, echoing through its legacy and forward into its future.
When photographing for Zegna, I wasn’t simply capturing a moment, I was contributing to the legacy of a century-old fashion dynasty. By delving deeper into the soul of the brand, I was manifesting its story in a visual representation.
As a Dubai-based retail photographer, my images appear in glossy magazines, on billboards and websites. Get in touch if you wish to elevate your retail brand through professional photography.
