Could this be the future of fashion photography?

Having studied photography in college I always love seeing the new and innovative ways photographers use to capture their images. With the current outbreak of COVID-19, everything from fashion shoots to film making has stalled to adhere to restrictions but PrettyLittleThing has come up with an inventive new way around that. PrettyLittleThing recently collaborated with Komodo to shoot their new collection The Escape entirely on drone, a world's first. The COVID-19 pandemic led to brands needing more creative ways in order to reach their customers, due to travel restrictions and social distancing rules. PrettyLittleThing decided to shoot their most recent ground-breaking campaign in Australia which has boasted one of the most successful flattening of the curves and therefore a relaxation in restrictions before many major countries. During the shoot, the crew, hair and makeup teams wore face masks and the models were shot individually in isolated areas to ensure that everyone was adhering to the government guidelines by only shooting using drones. I don't think I've ever seen a fashion shoot shot like this before and I think if America's Next Top Model was still on the go they would definitely be reenacting this shoot on the show. Each of the girls was shot individually in Port Stephens, Stockton Sand Dunes and Sydney’s Carriageworks. CEO and Founder of PrettyLittleThing, Umar Kamani said of the campaign;

"I am really excited to be launching this campaign with We Are Komodo. In light of the Covid crisis we as a brand have had to adapt to new ways of working. The models and Komodo team have been fantastic to work with and given the social distancing restrictions being relaxed in Australia before anywhere else this was the perfect setting for us. The teams dedication to produce this campaign during a very difficult time has allowed us to give our customers a new creative in a non-traditional sense which is what is so important to us as a lifestyle brand - producing new and engaging content across all of our platforms."

The Escape collection launches today, July 1 at www.prettylittlething.com.