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Variety and hybrid are two major characterisations of the work of these young photographers. The exhibition shows the diversity in approaches, as well as the abundance of photographic methods. Developments in fashion photography proceed for the most part equally as those in other fields of photography. Contrary to the possibilities presented by digital technology, many emerging photographers turn to analogue techniques and process their own images in the darkroom. Some photographers are particularly interested in the artificial character of the fashion image and are pushing the limits of the medium via manual interventions and manipulation; others, on the contrary, investigate the possibilities offered by the digital aesthetic. To do so, various forms are juxtaposed and combined, such as studio and location shots, and genres such as still life, landscape, portrait and abstraction. Collage, sculpture, installations and performance also naturally assume a place in their method of working. The most important rule is that there are in fact no rules.

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