Advertising Photograph for Jolo Couture, with Photo Model Rita Loonen, Paul Huf, 1961
gelatin silver print, h 254mm × w 256mm
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© erven Paul Huf/Maria Austria Instituut
Modern fashion photography is less concerned with an exact rendering of an item of clothing in all of its details, than conveying an association and ‘linking’ a trade name, or a line of clothing, to a certain brand image. A good example is this photograph taken by Paul Huf for Jolo Coutoure in 1961: the silhouette of the woman evokes a dreamy elegance.