A Magazine as a Form of Professionalization of Fashion Photography in 1990`s (Based on American Vogue Magazine)

The present paper describes the construction of a professional field of fashion photography in fashion magazines in the 1990s. This study aims to reveal the key features of professional competence of famous photographers in American "Vogue" and the role of fashion magazine for the professionalization of fashion photography in the 1990s. Since the early 1990s, fashion photography has comprised a wide array of practices and included a range of skilled creatives, who have been brought together by common goals and contexts. As a result, fashion photography is an effective way for promoting professionals in the fashion industry and most effective form of advertising their work, and not only those things that are advertised. The magazine becomes a medium of professionalization for forms of activity with a low threshold of entry into the profession.