Fashion photography: my reportage at Trento Fashion Week.
- Gianvito Coco
- Nov 17
- 3 min read
behind the scenes of a fashion event:
Fashion photography is a world unto itself, with rules, timescales, and dynamics completely different from other photographic genres. Last year, I had the opportunity to experience it up close at Trento Fashion Week , hosted in the splendid setting of Villa Bortolazzi , where I covered the collection of fashion designer Fernan Carlos Ferdy . An experience that allowed me to understand once again how complex, fascinating, and constantly evolving this industry is.
The project with the designer
It all started with a meeting with Ferdy and a brainstorming session on his collection, inspired by a mix of the 1960s and artificial intelligence. Unique pieces made from sustainable and recycled materials—particularly old black-and-white shopping bags, a nod to the era of black-and-white television. We decided together that I would create a comprehensive reportage for him, with photos and videos, chronicling every stage of the show and backstage.
From the reel to the backstage
The day began with setting up the display area, the so-called "reel," and meeting the models. Then we moved backstage: a vibrant space filled with waiting, dressing with the help of the seamstress, and hair and makeup. All the images during this phase were taken with natural light and bright lenses , to capture the spontaneity and authentic atmosphere of the moment.
The catwalk
In the set-up room at Villa Bortolazzi, in front of the "wall" of photographers, I placed a fixed video camera to capture the entire show, while using a second camera I alternated photos and videos to capture the most intense moments. Each designer presented four garments: two in the first part, two in the second, separated by a moment for guests and the audience to discuss their looks.
Between runways, I and the models took advantage of various corners of the location to capture more posed shots. The final dress in the collection was the most dramatic: initially a short dress that, once undone, transformed into a long skirt, accompanied by a hand-painted white puffer jacket. A spectacular effect that amazed the audience and made the show's closing even more unique.
After the parade
After the two outings, I shot more shoots inside the villa with the models and followed Ferdy as he interacted with guests and industry professionals. Snapshots, smiles, handshakes, and explanations of the concept: essential details for capturing the soul of a fashion event. The day concluded with an interview with the designer, a valuable opportunity to give voice to his vision.
Fashion and social media: a changing language
Today, fashion no longer exists solely on the runways or the glossy pages of magazines. It is also—and above all—social. For young designers, photo and video content are indispensable tools for making themselves known, gaining visibility, and describing their work. In this context, the photographer does not simply document, but becomes a content creator . The verticality of shots, historically designed to enhance the model's momentum and figure, today finds new life in digital formats such as reels and stories. Every image and clip must also be designed to live and function online.
The impressions
Reporting on a fashion event means immersing yourself in a universe of detail, emotion, and creativity. It's a job that requires speed, attention, discretion, and a trained eye for capturing both the dramatic and the human side. Trento Fashion Week was an intense and stimulating experience for me, one that allowed me to grow and explore a world as complex as it is fascinating.
