Instagram photos from @fashitect
Artistic license. It’s a phrase that everyone knows. It’s defined as the “freedom to introduce deviation from verisimilitude, or from an original text, score, etc., for the sake of effect in an artistic work or performance.”
In other words: enhancing reality in the pursuit of creative expression.
The industry as a whole is striving towards better practices amid what is, relatively speaking, still very new and uncertain territory. The transparency of creators’ campaigns and the honest, responsible promotion of products are continued discussion points from both provider and consumer, and undeniably paramount issues we must resolve for the prolonged success of the industry. But at what point do we transition from fair critique to unwarranted attack? In the pursuit of transparency, are we at risk of censoring creativity?
We of course refer to the recent social media stir when Argentinian influencer Martina Saravia came under-fire for the use of digitally enhanced clouds within her images. Upon comparison of her photos, it is indeed clear that the same cloud formations are present on numerous occasions in images of different destinations. But is this fraudulent behaviour, and did it deserve the backlash that it received?
It is indisputable that artistic license can (and must) be used responsibly. For us, a healthy use of artistic license is one where audiences are either aware that embellishments on reality have taken place, or where they are not aware, the result is not harmful to the audience in any way. In this particular case, it would be fair to assume that the digital enhancement of weather to improve the aesthetics of a landscape is highly unlikely to negatively impact a viewer. The same can not be said for the editing of one’s body shape and size to present impossible beauty standards, which can have serious impacts on the mental health of an audience, particularly of a younger age.
We believe that the power of the influencer industry is its vast and highly-diverse spectrum of creative talent. Be it raw, uncurated documentation, or surreal hyper-stylised feeds. There is space for all niches and whether it is relatable or escapist content, there is an audience with which each style resonates.
In an ever-saturated market we celebrate those striving to deliver images that their audiences love. Below we share content creators that we believe have pushed the boundaries of their creativity to create original, engaging and highly entertaining content for their audiences.
@misskatyenglish – Katy has shown a long term passion for generating eye catching images with bold displays of reds, oranges and yellows. But from the beginning of 2019, Katy fully embraced her talent for digital enhancement and began to share increasingly surreal images. Often themed around a word volunteered by her audience, followers look forward to seeing what subject matter Katy generates from their suggestions.
@fashitect – Toni marries iconic architecture, contemporary fashion and editorial style to present a surrealistic journey into modern urban living. In addition to a show-stopping Instagram grid, he shares insightful behind-the-scenes Stories of the significant work that goes into his photography and campaigns. In this way, Toni is not only artistic but highly transparent.
@thescranline – Neon shades and clashes of colour are not what you expect to see on a food feed, but Nick Makrides takes his audience on an eccentric journey into his baking. Kitchen settings or culinary context in general do not feature, instead his baking stands proud against vibrant backdrops to create images that wouldn’t look out of place in an art exhibition.
@aligordon89 – Ali has invigorated his video content into magician-like entertainment, with slick camera tricks to make ‘getting ready’ with him a feel-good and high energy experience. Whilst clearly presenting clothing and accessories to fashion-interested audiences, he makes the journey lighthearted as well. Enjoy moments such as Ali running into his wardrobe and instantly transforming from dressing gown to suit.
@Kweilz – Kate features most of her content in her home. Minimal backdrops and iphone snaps of her daily life are peppered with playful warping of perspective to deliver warming, joyful content which celebrates family. Familiar milestones are marked throughout the seasons offering relatable content to audiences with fellow young families.
@fitnessfreddie – Freddie keeps his artistic license simple and lighthearted to create a subtly integrated theme that is instantly recognisable as his on a scrolling feed. Products (or even Freddie himself) are often seen in shot mid-air to generate a sense of movement and action; perfectly suited to his fitness niche.
Responsible promotion is a key aspect of our Code of Practice. But so is creativity; the sharing of content with the purpose to inspire, interest and inform. Our mission is to give genuine creators a platform on which to set themselves apart. We welcome content creators who have organic audiences, create with passion and operate transparently…