Andrew Garfield & Fashion Photos in 2025
Plus some times money bought me happiness
Welcome to the Crappy Club for Jerks - all are welcome!
Andrew Garfield was trending…
and I just want to know where he got his knit shirt from.
This dude is kinda corny but I think that’s the point? I loved his Chicken Shop Date that was trending on youtube this week, but while the internet was arguing about whether the two actually had a spark, I was more caught up trying to find his shirt online.
It’s probably from Percival (I’ve seen Garfield wearing their stuff a bit) but if anyone finds it pls let me know.
Fashion Brand Photos: Predicting 2025
Yeah, I know we only care about vertical video right now. But the fashion industry was built off photography and the battle of attention is only getting tougher. Brands need to constantly balance ways to be relevant and to standout and art direction is key to that.
Here’s how I think brand photography will be looking in 2025 and beyond
1. Less clarity, more blur
iPhone cameras are getting too good. So is AI. It’s actually hard to take a bad photo now and my Mum probably has something in her camera roll for National Geographic.
This creates a homogeny in our feeds; Photos taken with the same cameras, processed in the same ways.
So I’m predicting we’ll see brands use more abstract effects, including motion blur, shooting subjects out of focus, and using Pro-mist filters to create more emotive photos that stand out from the vast sea of iPhone fit checks. Bandit Running and Seventh Store are two brands I have seen use this already this year:
2. Authenticity shifts - Deinfluencer the Influencer
The classic UGC style has been a mainstay of our algorithms for years now and was championed for the authenticity it brought to marketing.
But let’s be real: It’s kids opening up PR packages. It’s everywhere. And it feels like BS.
The ‘Authentic Aesthetic’ will shift to be about taking Influencers away from their tripods and showing them as characters living their lives. The garments in action, and a bit more early IG, with influencers posing with their friends or grabbing selfies. White Fox and SorryImBusy are on this already:
3. Or ditch authenticity altogether
Further to point 1, we’re already seeing brands distinguish themselves from all of the phone with higher production value photos and videos.
If authenticity is no longer a requirement of audiences (because all authenticity feels contrived), the appetite for greater art direction grows.
4. Secondary Colours
Primary colours have dominated photography and design for the last few years, and while I think we’ll be seeing Pops of Red for a while still, I think Brat has signalled the reintroduction of secondary colours to the landscape.
Greens, Purples and Oranges are waiting…
5. Unique Product Photos - Less White Backgrounds
Alright, this is a gut feeling, but surely white backgrounds have to be reaching some sort of expiry date?
Product photos against white have been long favoured for their simplicity and how they look on websites, but for me it feels like a missed opportunity for creative expression.
I’m hoping brands realise that their product photos are another place for building their universe, and start art directing their product photos a bit better.
Oren John made a great video on this.
When money bought me happiness
Most things we buy are crap, but sometimes they bring us joy. Here’s a couple of things I own that I really appreciate.
Double-walled glasses from Yield Design
People will happily spend $60 on random things they barely use/wear but then think it’s too expensive for glasses that you’ll use everyday. I have a set of the black 12oz I bought secondhand from a friend and they make my morning coffee a highlight of my day.
Seems like the branding has changed recently but you can find the glasses here.
The Canine watch from 22kilogram
I wasn’t really a watch guy until I found this one. If you want an all silver watch, this was way cheaper than anything Alabaster at AU$450 but feels really quality. I have the 2nd edition, with the red arabic numerals, but we’ll see what the next drop looks like.