Every year StyleAID is heralded by the release of the eye catching and evocative images which capture the theme of the upcoming extravaganza. Luscious imagery is a fashion staple, the creation of which depends on a long creative process. This month Mark Reid takes us behind the scenes as the StyleAID 2007 team gathered at a fairly unassuming studio in Perth to weave their magic!
With StyleAID’s 10th year rapidly approaching it is time to look at shooting the ‘hero’ image for this year’s show. This is not a process that just happens, but one that takes weeks with both photographer and stylist communicating their ideas and then making those ideas real – the evolution of the vision is an organic one that grows and unfolds.
Every year for the past 9 years photographic luminaries such as Di Vidos, Oscar Chong and Tony Nathan have combined their amazing photographic talents with the styling vision of Aly May to create a truly unique set of images to represent StyleAID. This year is no exception with fresh faced young photographer Ivan Shaw creating another iconic set of images that will form the basis for branding the event this year.
Outfits from fashion doyenne Ruth Tarvydas and the talented Aurelio Costarella added yet another dimension to the shoot and gave a range of options in terms of look created. The combination of the beautiful outfits together with the hair styling of Paul McClurg and the makeup wizardry of Carol Mackie for M A C, allowed Ivan and Aly’s vision to come to life.
With the theme being ‘Reflections’, many shiny and bright ideas leapt to mind. With the unpredictable weather this time of year initial thoughts of an outdoor shoot were soon banished and the idea of using roller skates and water was also discarded. The use of mirror balls had been discussed for weeks – and not just for the ‘hero’ image but in a variety of ways in the lead up to, and at, the event. But how to use them to create an image that would work in all forms for this year?
With a quick call to Tony Salom from Power Music, 22 mirror balls were located and transported to the set. Along with a frame the preparation involved much lifting, carrying and laughter as it proved much heavier and harder to move than first thought, the set was taking shape.
‘We were rolling around on the floor after 2 hours of trying to get this frame into place, let alone hang the mirror balls for the Sunday shoot,’ stylist Aly May said with a huge smile on her face.
Once the frame was in place the task then shifted to hanging the mirror balls. Then it was time to head home, returning for an 11am call time for hair and make up the next day.
Creating a set of images like this is not as simple as arriving, shooting the shots and then heading home. It usually involves 2 hours of hair and makeup on the day, and that’s after choosing the right outfits, selecting a model, liaising with the team to make sure everyone is available and then setting the stage.
It didn’t end there. After 7 hours of preparation and 5 hours of shooting, the shots were complete and the next process began. It used to be ‘what was shot was what you got’, but these days it has evolved into using Photoshop and other tricks of the trade to manipulate the image to get exactly what you want. The results of which have ensured that yet another amazing image has been created to support the fashion charity fundraising event of the year for the WA AIDS Council.
Aly May explained ‘When you have a vision and a set idea on how you want something to look you really don’t give up until what you want is in front of you. Being true to that vision is what has made the previous images work so well. We have been really lucky that we have had some amazing photographic talent here in WA to work with and Ivan this year really stepped up to the plate,’ she said.
With the shoot finished, the set packed up, the images run through the final stages of production, and StyleAID 2007’s iconic look ready to roll, it was finally time to stop… and wonder what could be done for 2008…
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Mark Reid is StyleAID’s events manager.
