Amazon Fashion opens photo studio in Williamsburg
Amazon.com continues to take over the online commerce world through on-the-ground projects such as its 40,000 square foot photo and video studio on the Williamsburg waterfront, which opened in October, 2013, and continues to produce its own images for its fashion department Amazon Fashion.
The photos provide a quality, lookbook-style aesthetic for the online retailer, creating what Amazon Fashion President Cathy Beaudoin describes as “a center for excellence” that pays attention to the fact that “fashion is such an emotional purchase.”
That philosophy is why it made sense for the studio to be in Brooklyn, where fashion, creative arts, and entrepreneurship abounds.
“New York is a magnet for talent,” Beaudoin told Refinery 29. It made sense, she said, to go to where the “models, photographers, digitech people, hair, and makeup stylists” are instead of flying them out to somewhere else.
Another benefit is the studio’s proximity to the future movers and shakers in the fashion industry.
Amazon Fashion kicked off the opening of its Williamsburg studio with Amazon Fashion Studio Sessions, a day-long competition for students from four NYC-area fashion schools: Fashion Institute of Technology, Parsons New School for Design, Pratt Institute, and The School of Visual Arts.
Teams of students were challenged to “conceptualize, style, and shoot a compelling editorial image in line with the Amazon Fashion brand,” each using one of the studio’s 28 photo bays, plus state-of-the-art equipment, wardrobe, props and more.
Parsons students won the competition, receiving $25,000 for their work and $25,000 for their school.
“Being able to get your work seen in front of the amazing panel of judges was unreal,” said Gabrielle Guglielmelli, the graphic designer for Parsons’ menswear team. “And then to find out that they loved our work was the best feeling in the world.”
“We’re thrilled to celebrate the opening of our Williamsburg fashion photography studio with an exciting challenge that gives these exceptional students a chance to demonstrate their creativity and technical skills in front of leaders in the field,” stated Beaudoin. “Our hope is that the students’ work will inspire other aspiring creative professionals and our millions of fashion customers across the country.”
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