Abstract
Fashion photography that was previously distributed through printed media such as magazines, is now also distributed online through social media such as Instagram. Seeing these developments, this study aims to examine the form, visual appeal, and messages conveyed by fashion photography in Instagram’s content. This study uses a descriptive qualitative research approach with analysis of visual methods. Observations and interviews were used for data collection, sourced from fashion marketing accounts on Instagram, and from other Instagram users with photography and fashion education backgrounds. The results show that the form of fashion marketing photography varies depending on the concept and product being sold. Photos that are unique, different, and use good compositions are favored by the participants. Each photo has its own theme and message concept, but each photo shows that anyone can look cool and attractive if they use the fashion products shown in the photos. So, the fashion photography used in Instagram content should look unique and different, with good photographic composition, and easy-to-understand messages.
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