Advertising Photograph for Jolo Couture, with Photo Model Rita Loonen
Modern fashion photography is less concerned with an exact rendering of an item of clothing in all of its details, than conveying an association and ‘linking’ a trade name, or a line of clothing, to a certain brand image. A good example is this photograph taken by Paul Huf for Jolo Coutoure in 1961: the silhouette of the woman evokes a dreamy elegance.