I was having a conversation just yesterday about how fashion photography is quite often lost on me. If I’m going to look at extraordinary clothes in pictures I want the images themselves to be equally extraordinary; deeply surreal or outlandishly lit with unnatural fluorescence. Crazy clothes don’t really excite me without an equally crazy backdrop.
With that in mind it’s a pleasure to write about Frederike Helwig, someone who gets it right every time as far as I’m concerned. Whether her shoots are about clothes specifically or focus on the famous people wearing them she injects her imagery with just the right amount of weird. Why’s Nicki Minaj hanging out in the fridge? Did anyone give Vincent Cassel permission to dance on that hotel table? And someone really ought to tell that pallid young man that there are plants growing out of his outfit. Frederike’s is the kind of mind that makes fashion exciting, and for that we are exceptionally grateful.