An image from Beauty is Subjective, a fashion short by photographer and filmmaker Javier Cortés challenging traditional assumptions about female beauty. Taken on a Canon EOS 5D Mark IV with a Canon EF 85mm f/1.4L IS USM lens at 1/125 sec, f/3.5 and ISO800. © Javier Cortés
It's an exciting time to be in fashion, believes Spanish photographer, filmmaker and Canon Ambassador Javier Cortés. The industry is full of promise, and commissioners are open to a range of possibilities – including narrative features.
"Fashion is changing," says Javier. "People want to see something more than just clothes. Right now you can tell almost any story in fashion. I always try to bring something more than only a photo or a video – I try to bring an idea.
"You need to take care of the aesthetics with clothes and lighting, and to have a creative that makes the most of the art direction and styling – but the rest is down to your ideas. I love the creative part – it's like a timeless moment, creating inside your mind, and it's beautiful."