Inside the New Era of Fashion Photography

The newest fashion shoot ideas? “Well, can I shoot a fashion campaign at home?” It’s a question more creatives have typed into search bars in recent years than ever before. And the answer? Not only yes, but it might just be the most powerful place to do it. As traditional studios lose their grip on the visual language of fashion, something more personal has taken root. Bedrooms lit by soft morning sun, kitchens cluttered with life, and mirrors smudged with fingerprints have become the unexpected stages for fashion’s most honest stories. This isn’t just a trend, it’s a quiet transformation. Once invisible in glossy campaigns, the domestic space now holds room for something raw, emotional, and beautifully formless, where fashion isn’t just worn, but lived in, felt, and remembered. Find out more in Inside the New Era of Fashion Photography

Image on left Kate Moss, by Corinne Day Image Bridgeman Images

Fashion photography was once defined by control, structured shoots in sterile studios, flawless lighting, and a clear separation between the subject and their surroundings. It was about aspiration, about selling a dream just out of reach. Models posed like mannequins, and every detail was meticulously arranged. But over time, that polish began to crack.

Today, fashion imagery feels more like a diary than a billboard. It’s softer, messier, more human. The lens has moved inward, into lived-in rooms, private corners, and unfiltered realities. What was once distant is now intimate.

Fashion photography has shifted from performance to presence, from portraying ideals to embracing the personal, the imperfect, and the emotionally honest. This transition didn’t just emerge out of convenience; it reflects a deeper shift in how fashion is both created and consumed.

Irving Penn: A Career in Photography Soft cover – 2007by Westerbeck, Colin @Biblio

As physical spaces became more personal and more public at once, think: Zoom calls, Instagram stories, FaceTime photoshoots- the boundaries between performance and reality started to blur. The home, once absent from the fashion image, now brings something rich and layered to the lived experience.

Many photographers and creatives began turning their lenses towards the spaces closest to them, capturing moments once considered too mundane for the fashion image. Bedrooms, gardens, kitchen tables, these became stages for stories that felt both familiar and deeply personal. Among those exploring this shift is Adam Murray, whose work reflects a deep engagement with the textures and rhythms of everyday life.

Adam Murray’s work lingers quietly in the spaces we often pass by, the familiar, the overlooked, the deeply personal. A photographer, curator, and educator, Murray has long been drawn to the textures of everyday life, particularly in the landscapes of Northern England.

Through projects like Preston(North England) is My Paris, he reframes the domestic and the local as sites of creative potential, where beauty is found not in spectacle but in the subtlety of lived experience. His lens doesn’t just capture; it observes, listens, and understands.

Adam Murray’s new fashion book to read, The Domestic Stage, looks at how photographers and image-makers across generations have embraced the domestic as a space of visual freedom. Rather than constructing fantasy, they’re capturing fashion as it naturally intertwines with identity, routine, and the everyday. The result? Imagery that feels honest, emotionally resonant, and unconcerned with perfection.

At its core, The Domestic Stage is a curated reflection on how the home has reshaped the way fashion is seen, captured, and felt. Through the lens of twenty-two image-makers, from pioneers like Nigel Shafran to contemporary creatives like Carrie Mae Weems and Jesse Glazzard, the book explores how personal environments have become powerful sites for storytelling.

These are not polished, set-designed interiors, but real spaces filled with emotion, memory, and individuality. With each image and accompanying commentary, the book reveals how domestic settings allow fashion to exist in a freer, more expressive form, one that embraces imperfection, highlights identity, and breaks away from traditional ideas of beauty and aspiration.

Maya Golyshkina Taste me, 2021

Rather than marking a single moment or trend, the book presents the domestic as an ongoing, evolving space for visual experimentation and truth. In this context, Bottega Veneta’s campaign with A$AP Rocky truly embodies that fluidity, bringing together the intimate and the iconic, the personal and the polished.

As the book highlights, this collaboration felt like it had come “home,” blending Rocky’s authentic street style with the brand’s refined craftsmanship to create a space where fashion, culture, and identity seamlessly intersect. It’s a vivid example of how the domestic stage continues to expand, embracing new narratives and voices while redefining what it means to belong.

Moni Haworth Ohio Girls, The Face magazine, Spring 2024.

This latest book, The Domestic Stage: When Fashion Image Comes Home, debuts as a meticulously designed book from 4 September 2025, with graphic design by Ben McLaughlin and a thoughtful foreword penned by Charlotte Cotton.

Whether you’ve encountered his images on Instagram or hanging quietly in a gallery, this volume brings together Murray’s most resonant moments that blur the line between lived reality and fashion’s performative stage.

Beautifully crafted and conceptually layered, The Domestic Stage is available through major art-book retailers and independent book stores, an essential addition to any collection intersecting photography, fashion, and the lived environment.

 The Domestic Stage When Fashion Image Comes Home by Adam Murray  Thames and Hudson out 4th September 2025.  Design by Ben McLaughlin Foreword by Charlotte Cotton 

If you enjoyed reading Inside the New Era of Fashion Photography, then why not read Love is Many Splendored Perfume

.Cent Magazine London; Luxury Minded