Following the lead of Billboard and Conde Nast's Traveller, a full fashion spread inside the new issue of Elle Australia – including the front cover – has been shot entirely on an iPhone.
Australian photographer Georges Antoni - who has shot for the likes of Wonderland and Harper’s Bazaar – was enlisted to shoot the cover.
The cover image features Margaret Zhang, a 24-year-old blogger whose skills in creative direction, photography, and styling are highly sought after by brands all over the world. Antoni described the process as “liberating,” explaining that he "did not worry about lenses, tripods, tethering to the computer, etc.”
Elle Australia editor-in-chief Justine Cullen said:
As these incredible pocket-cameras now find themselves in the hands of everyone and anyone, it means magazines like ours need photographers with an even more honed eye, more magical storytelling skills and bucketloads more vision to create a story - or cover - worthy of making it onto the printed page, as opposed to the more fleeting existence of, say, that shot of your barista-touched latte you posted on Snapchat.
Fiona Legdin, general manager, fashion, health and beauty at Bauer Media, added:
The iPhone 7 cover is the latest publishing advance from Elle Australia. Whether it’s creating innovative commercial executions or developing our own unique ways to excite and connect with our audience, Elle continues to lead the market.
This topic is often the root of much debate; as the pace at which images shot on iPhone appear in respected publications, what are your thoughts this time?