Lately, fashion photography appears to have adopted a more retro feel. It’s not obsolete, merely purposeful. The graininess, the neon hues, that gentle analog feel—it’s all returning, and truthfully? It’s ubiquitous.
The visual style of 1980s media in fashion photography is truly experiencing a revival, appearing in fashion editorials, brand promotions, and even dominating Instagram feeds.
So, why are so many drawn to a decade celebrated for its shoulder pads and magnetic tapes? Let’s delve into the fashion scene of the 1980s.
What Characterized the Media Aesthetic of the 1980s?
Initially, 1980s media represented just the way things appeared. Visual noise, color bleeding, and overexposure were natural consequences of the analog technology prevalent at that time. Nonetheless, these peculiarities ultimately cultivated a unique aesthetic that modern creatives are consciously striving to reproduce.
This was also when 80s pop culture surged across all platforms, from MTV music videos to dramatically styled magazine spreads.
Everything was fashioned to seize attention, be it a perfume advertisement or a concert flyer. This same vibrancy, featuring rapid transitions, clashing colors, and unabashed extravagance, resonates in today’s fashion photography.
Why the Abrupt Resurgence?
Currently, digital culture is sharp, filtered, and meticulously curated. Hence, it makes sense that creatives are embracing something that feels completely different: unrefined, unpredictable, and beautifully flawed.
The raw appeal of VHS fuzziness or overexposed flashes presents a human touch. It disrupts the digital sheen we’ve become accustomed to.
Some individuals are attracted to it because it evokes memories of their youth. In fact, a recent survey by GWI shows that around 65% of Gen X individuals, born between 1964 and 1982, feel nostalgic for the 1980s.
Regarding younger demographics, Gen Z and millennials find the 80s aesthetic appealing as it seems fresh and unique, resembling a world they long to experience despite not living through it.
There’s also an inclination towards tactile sensations. The essence of grain, blur, and natural lighting appears more deliberate than perfectly lit retouching. It imparts weight and texture to the image, making it seem tangible rather than just a double-tap away.
How Retro Media is Manifesting in Today’s Fashion Photography
It’s not merely the atmosphere that’s revived; the visuals, methods, and styling elements drawn directly from 1980s media are present. Photographers and creative directors are embracing the era’s aesthetic cues to enrich their work with depth, personality, and flair. Sometimes, it’s subtle. Other times, it resembles a forgotten still from a 1987 music video.
Let’s explore where this trend is most evident.
VHS-Style Filters and Tape Distortion
The fuzzy tape grain, glitchy static, and distorted colors? They’re everywhere—on magazine covers, within Instagram carousels, and even in luxury campaigns. Some creatives utilize vintage VHS for filming, while others replicate the appearance with overlays and effects.
This brings a sense of movement, nostalgia, and imperfection, as if the photo exists in memory rather than merely on a mood board.
Lighting, Color, and Framing Throwbacks
The lighting is harsher. The colors are bolder. And the compositions? They’re less “crafted” and more spontaneous. Flash photography, direct framing, and unconventional poses all pay homage to 1980s fashion shoots and tabloid-style candid imagery.
Editorial Styling Influenced By The Decade
Picture bold makeup, feathered hair, oversized shapes, shiny materials, and high-cut bodysuits. Today’s stylists are drawing visual inspiration from aerobics videos, music clips, soap operas, and vintage catalogs, reinterpreting them through a contemporary lens.
Notable Photographers and Campaigns Embracing the Trend
Numerous prominent photographers and fashion labels have adopted 80s-inspired visuals to craft striking, nostalgic campaigns. Their work merges analog textures, vintage lighting, and low-fidelity effects to imbue modern fashion narratives with a distinctly retro vibe.
Gucci x Harmony Korine (Cruise 2020 Campaign)
Gucci’s campaign, captured by cult filmmaker Harmony Korine, exuded pure 80s spirit. Set against the backdrop of Rome, the visuals showcased VHS-style blurriness, oversaturated colors, intense flashes, and surreal, low-fidelity framing that appeared lifted from a warped rental tape. It was purposely chaotic and rich in retro cinematic references.
Campbell Addy for i-D Magazine
British-Ghanaian photographer Campbell Addy frequently experiments with high-contrast lighting and grain that nods to vintage editorial styles.
In his 2022 cover shoot for i-D, Addy integrated classic 80s fashion elements:
– Chunky jewelry
– Bold eyeshadow
– Synthetic fabrics
With modern
