First Year Photography Showcase
i-D magazine was one of the first arenas where the barriers between art and fashion photography were tackled. It is a British magazine that was created by Terry Jones, in punk-era London in 1980. His mission was to explore London’s exciting street culture, which was being largely ignored by mainstream fashion.
i-D documented contemporary street style, youth, culture, and focused on encouraging creativity. It soon became essential reading for the fashion-aware. i-D is now a glossy magazine also incorporating contemporary media. It has had an incredible impact at the cutting edge of high fashion, art and street culture shaping the way a generation looked at itself.
Many of the big names in photography today started out working for i-D, like Nick Knight, Juergen Teller, Craig McDean and Wolfgang Tillmans. The cover always features a winking model, or one eye hidden. This is a representation of the magazine’s logo. More than 300 of the world’s fashion elite have given the cheeky i-D wink, from the likes of Madonna, Tom Ford, Björk, Tilda Swinton, Drew Barrymore, to Kate Moss, Lily Cole and Scarlett Johansson.
A cover shot sells a magazine and as such all the elements contained in that image need to communicate a clear and cohesive look and feel that is both current and engaging – something that the consumer will instantly respond to.
Finding inspiration and developing a creative concept for a cover shot requires understanding of the brand as well as an awareness of current fashion, styling and youth culture trends.
The First Years studying their BA in Fashion, were given this information above to recreate their own i-D cover for the Photography Module. They had to comprehensive research about the i-D brand to produce a successful cover that would most likely sell. They had to source a model that would suit their look and feel. They also needed to style the shoot cohesively as so fit in with the image of i-D. Herewith are some of the most successful covers created: