The anatomy of the image

They say a picture speaks a thousand words.

That, of course, depends on the quality of the image and – as a great writer would say – the quality of the words.

One thing not up for debate is that good photography is essential to translating a product ­– adding creativity and depth to the brand.

Harris Tweed Hebrides (HTH), who recently launched their Sustainability campaign in New York. The word sustainable is as complex as it is clumsy, comprised of many dimensions and meanings. Therefore it was essential to make use of first-class photography to set the context of the campaign and subtly translate its message.

Anchorage; In any image it is necessary to establish a point or frame that outlines the where, when, and the what. The Manhattan skyline (main image above) is essential in creating absolutely no doubt Harris Tweed is in New York. The silhouette of the jacket stands in concert with the skyscrapers to represent strength and design.

The Green Card; The photo shoot had the sole purpose of binding vision and narrative. One strong look is best. The dogtooth peplum jacket in classic green/blue and brown lends a subtle colour and pattern dynamic. The fundamental colours of The Hebrides’ are represented.

Mis en Seine; ‘The grand undefined term’ of classic French cinema remains the foundation of all HTH photography. Nothing happens by accident. Every element of the frame – regardless how seemingly small or trivial – builds the story for the observer through comprehensive composition. The image below is a perfect example. The 1950s vintage American motor car symbolises sustainability and acts as a homage to Marlon Brando at his Wild One and Street Car Named Desire best.

Brooklyn provides the perfect location for the shoot given its proximity to Manhattan amidst an earthy and industrial setting. The graffiti on the rocks works on the image below - acting as an accessory to the pink laptop case - accentuating and reinforcing the unique colour of The HTH Shawbost mill set against the unmistakable New York skyline. Words can not do it justice.

Photographer; Chris Lynch

Model; Zaneta Grabianski

Car; Robin Scott

Production; Mark Hogarth


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