February 16, 2016 / Peea Mareea
One of the most commonly used words in anything related to the fashion industry nowadays is the word “nepotism”. I will not try to explain it to you academically, as there’s no need for that, but to put it mildly, it means that children of famous and rich people earn jobs or social statuses that they have not worked for. It’s a classic story.
This phenomenon has started to contour in the fashion industry back when Cara Delevingne was a hit. A great number of people share the view that the climax of nepotism and social media modeling is happening as we speak, and is represented by the great Kendall Jenner, the Hadid sisters or Hailey Baldwin. Whereas they had only took over modeling so far, the nepotism gang has recently expanded and it now includes Brooklyn Beckham as a photographer for a Burberry campaign.
Yes, that’s right. An inexperienced 16 years-old celebrity kid got the enormous chance of being the photographer of an entire fragrance campaign for a blue chip brand! The shooting has been announced and broadcasted on social media, of course, since Instagram knows more about fashion than Vogue does.
Opinions differ about the existence or the lack of existence of his talent, but one thing’s sure : this decision has upset many well-known photographers, such as Chris Floyd or Jon Gorrigan, and the reason for that is pretty self-explanatory : it depreciates the proficiency and hard work of all the real self-made photographers and , most importantly, it’s a sign of lack of respect towards all the professionals in the fashion industry and towards the brand itself, who’s claiming professionalism. “Part of me takes my hat off to Burberry and says that’s clever, but the photographer side of me says for god’s sake,” said Floyd. “Brooklyn Beckham’s got however many million Instagram followers, that’s what’s attracted Burberry. The people his age are Burberry’s target market or the future target market.”
Christopher Bailey, Burberry chief creative and chief executive officer, guarded the decision to hire Beckham for the campaign: “Brooklyn has a really great eye for image and Instagram works brilliantly for him as a platform to showcase his work. His style and attitude were exactly what we wanted to capture the spirit of this new fragrance campaign.” Right… The downside of being really good at Instagram is that it does not undoubtedly turn you into a certified photographer able to be in charge of campaigns for high-end fashion brands.
It is worth bearing in mind that the expected and regular photographer for Burberry was the mesmerizing and enthralling Mario Testino , who has shot previous campaigns for the brand with faces like Naomi The Great, Rosie Huntington- Whiteley and James Bay.
There has a been a great deal of controversy over this topic , but no matter what side you are on, it is essential that we choose quality over number of Instagram followers. Always !