FASHION The advent of digital cameras drastically changed the world of fashion photography.

The release of worlds first professional level digital camera Nikon F-3 spurred professional photographers to change from analog to digital (Tarantino & Tan, 2005). The capture quality afforded by some of the digital cameras made in 1990s made it a viable tool for professional photography. As the years went by, more features like visual controls, information about camera settings at a glance, and histograms were added by various Japanese companies like Sony, Nikon and Canon (Tarantino & Tan, 2005). The onset of pivoting lens and a digital LCD viewer on the body of the camera quickly became standard features that professional photographers now consider essential. From 2000 onwards, digital cameras would become smaller, lighter, cheaper with more advanced capabilities than ever before. Professional photographers found themselves using these cameras not only in outside locations, but in studio shootings as well. The continuously evolving technology made digital cameras in par with their film counterparts, and sometimes better. Digital cameras improved the workflow, colour accuracy and the ability to produce images that could be altered according to varied specifications (Tarantino & Tan, 2005). For fashion photography, digital cameras have countless advantages over film cameras. When film cameras were used, heavy equipment needed to be carried around. With the use of digital cameras which requires less equipment, it is much easier to shoot on location (Tarantino & Tan, 2005). Places which were inaccessible before due to transportation of equipment now can be used to produce some fantastic images which have never been seen before. An additional advantage is the amount of time it requires for pictures shot with a digital camera to reach its final destination (Tarantino & Tan, 2005). With the use of internet, pictures can be sent within mere minutes. This increases the productivity of the fashion photography industry drastically. Prior to the digital camera, professional photographers had to change between different rolls of ISO* if the light available is not what the photographer intended. Nowadays, digital cameras can automatically change ISO ratings to allow for better picture in different lighting situations (Tarantino & Tan, 2005). Even after if the photographer is not sure, he or she can change the ISO ratings by simply dialing up to a higher or lower ISO. Digital photography allows fashion photographers to have more control than ever on all aspects of their image. This has really enabled photographers to bring images that would have never been possible with the film. There is a multitude of software available to adjust aspects like colour, tonal, adding in exposure, warping and many more. Retouching fashion photographs involves reshaping the models figure or clothing to enhance the figure (Tarantino & Tan, 2005). Natural human features like wrinkles and other spots on the models face are retouched to achieve perfection
ISO measures the sensitivity of the camera to light.

Retouched photographs have a tremendous social impact on women aged 25-35. The traditional image of Japanese women has changed since the introduction of digitally retouched fashion photographs. The perfect images of models are influencing women to achieve perfection in their physical appearance (Hara & Deschamps, 2013). The number of cosmetic procedures done in Japan has reached staggering numbers. The womens natural look is being replaced by artificial look shown in photographs. According to Japan Times, Japan ranked fourth in the world in the number of cosmetic surgery procedures done annually (Otake, 2012). Women are taking the aid of procedures like liposuction, nose jobs, eyelid modifications and breast implants to conform to the perfect images of models that they see in the media (Otake, 2012). Digital cameras are playing an important role in the expression of individuality as well. Japanese women are coming up with their unique fashion styles, which breaks the norms of Western fashion. These women with their individual styles are using digital cameras to document their efforts. The ease of circulation of digital photographs through social media has enabled Japanese fashion to steer out of the mainstream. The photographs are the start of new fashion revolutions in Japan. Several unique fashion subcultures like Gyaru, Lolita, Harajuku have arisen as a result of unique combinations of different styles. There are arcades in fashion districts in urban Japan that allows women to showcase their individual styles of dressing using the medium of photo shoots (Groom, n.d.). The use of digital cameras to promote their fashion has resulted in worldwide publicity of their fashion statements. Fashion designers from all over the world are getting their inspiration from Japanese fashion and vice versa. The use of digital cameras has increased the accessibility to obtain a multitude of fashion photographs in mere minutes. Globalization of fashion is showing creative mixtures of styles never seen before. This has given power to not only fashion designers to create trends, but to the average people as well. Digital cameras have redefined how the fashion industry works and how Japanese people perceive and respond to it. In some instances, digital photographs have given the fashion world a new standard of perfection. The unattainable features portrayed in the photographs are influencing women to go through painful cosmetic procedures. Whereas, in other cases these same digital pictures have empowered the Japanese women to create their own fashion trends. The technology of digital cameras has evolved to become an essential tool in the field of fashion. Just like many other aspects of society, the fashion industry has embraced digital cameras with both its positive and negative effects.

REFERENCES: Tarantino, C., & Tan, K. (2005). Digital Fashion Photography. [Course Technology/Cengage Learning.] Retrieved from
http://site.ebrary.com.ezproxy.lib.ucalgary.ca/lib/ucalgary/docDetail.action?docID=10384009

Hara, T., & Deschamps, S.(2013, May 31). Japanese Fashion and Vogue: Young and Over Thin Model Changes 1 Year Later in July 2013. Modern Tokyo Times. Retrieved fromhttp://moderntokyotimes.com/2013/05/31/japanese-fashion-and-vogue-young-and-thin-modelchanges-1-year-later-in-july-2013/

Otake, T. (2012, Oct 23). Doctors discuss a face-lift for Japans plastic surgery society. The Japan Times. Retrieved from http://www.japantimes.co.jp/life/2012/10/23/lifestyle/doctors-discussa-face-lift-for-japans-plastic-surgery-societies/#.UewHr42fiSp

Groom, A. (n.d.). Power Play and Performance in Harajuku. Retrieved from http://pdf.jpfsydney.org/newvoices/4/chapter9.pdf