Street style fashion photography became popular in the 70s when it was pioneered by New York Times photographer Bill Cunningham. The idea of taking shots of poised models on 'in situ' sets or simply of passers-by with an interesting style was revolutionary at the time.
Today it is a staple of the way the fashion industry presents itself and an established approach that is used by everyone from high end print magazines to hobbyist bloggers around the globe.
Many photographers prefer the feedback and opportunities that come from guerrilla style shoots as opposed to the heavily controlled environment of catwalks and product launches. The format can also really help young and up and coming designers have a platform to show off their work.
The UK has a long history of top quality home grown talent in the fashion industry, not only as photographers but as designers themselves. Although some of the biggest and most famous haute couture fashion brands may have very French and Italian sounding names, more often than not a British designer will be responsible for some of their most striking pieces.
In order to get started in any number of the range of disciplines that are involved in the modern fashion industry, educational qualifications are now an essential element for a budding designer to have under their belt.
Contemporary courses such as a fashion design degree are available from many well known colleges and they focus on the entire range of skills that the industry relies on. As with every other industry, globalisation and technological developments are having evolutionary effects, so a good course needs to nurture forward-thinking designers to enable them to become self sufficient in the skills needed.
Knowledge of fashion design philosophy, current industry practices and an awareness of issues such as ethical manufacturing and sustainability are all part of creating a wide ranging and solid grounding for a successful career.
A modern fashion student needs to be supplied with learning experiences which cover far more than needle and thread basics. Theory and context, trends and ideas, communication and visualisation are all as important as gaining skills in pattern cutting, digital print and embellished design.
A good degree will not only open up career opportunities, but will mean an individual has learned how to express their own creativity in ways that allow them to integrate into the industry and make their own way forward.