Modelling photography is always changing, and this year is no exception. As we head towards the end of 2024, there’s been a noticeable shift in how fashion and beauty are being captured on camera.

From the rise of eco-conscious shoots to a fresh take on diversity, here are the trends shaping the industry right now.

1. Sustainability Steals the Spotlight

Sustainability is becoming central to fashion, and photography is catching up. In 2024, more photographers are opting for natural settings, reducing post-production edits, and focusing on raw, authentic imagery. Shoots are increasingly taking place outdoors, using natural light, which not only reduces energy consumption, but also highlights models in a more natural, unpolished way. It’s all about capturing beauty as it is, without excess.

2. Celebrating Real Beauty

Gone are the days of flawless, airbrushed perfection. This year, modelling photography is embracing realness – freckles, scars, stretch marks, and all. Photographers are ditching heavy retouching in favour of showcasing individuality and natural features. It’s about celebrating uniqueness, with the focus on models looking like themselves, rather than fitting into a pre-packaged idea of beauty.

3. AI and AR Take the Stage

Technology has seeped into every corner of photography, and 2024 is seeing more creative use of artificial intelligence (AI) and augmented reality (AR). AI is making photo editing more precise and efficient, while AR is opening up entirely new creative avenues – think virtual fashion shows and interactive campaigns where viewers can engage with the content. It’s changing how brands tell stories, offering more immersive experiences that blend the digital with the real world.

4. Diversity is Finally the Norm

Diversity isn’t just a trend anymore; it’s becoming a standard. In 2024, we’re seeing a more genuine effort to represent people of all ethnicities, body types, and genders. Photographers are working with a wider range of models, and there’s less reliance on fitting people into narrow beauty standards. This shift is helping to redefine what it means to be beautiful, with more representation of the real world we live in.

5. Retro Vibes Return

Retro is having a bit of a moment. Modelling photographers are drawing inspiration from vintage styles, with grainy film looks and bold colours making a comeback. Whether it’s the warm tones of the 70s or the neon hues of the 80s, these nostalgic aesthetics are being reimagined with a modern twist. The result is a blend of old-school charm with contemporary sensibilities.

6. Minimalism and Negative Space

With so much visual noise out there, minimalism is proving to be a refreshing antidote. Clean, pared-back compositions that use negative space are becoming popular, with photographers focusing on simplicity to make the model the central focus. These images feel more intimate, with less clutter and more emphasis on emotion, movement, and expression.

7. Collaboration is Key

In 2024, the process of creating a great image is more collaborative than ever. Models, modelling photographers, and even the audience are playing bigger roles in shaping the final shot. Social media has made it easier to get feedback in real-time, while more inclusive conversations are happening behind the scenes about how models want to be represented. This results in work that feels more personal, connected, and relevant to the people who engage with it.

Wrapping Up

Photography in the modelling world is shifting towards more authenticity, inclusivity, and sustainability. There’s a strong push to break away from old-fashioned, idealised beauty standards, with more focus on representing real people and real experiences. The industry is moving forward, embracing change in a way that’s making it more exciting – and more human.