Internship Report On

Submitted By:

Shirgeel Ur Rehman Butt ID: (3007)

Approval Sheet

This is to certify that we, the undersigned had examined the internship report submitted by Shirgeel-Ur-Rehman Butt, ID 3007, student of Department of Art & Design.

Chairperson Department of Art and Design Olga Ayub

Acknowledgments

I would like to thank Allah the Almighty for the capabilities He bestowed upon me and for giving me the opportunity to canalize my abilities and strength to be able conduct and complete my thesis.

I also like to thank my parents and teachers for their support. Without their knowledge, Wisdom, guidance and prayers I would not have achieved the goals I have strived for.

Executive Summary
Fashion photography is becoming more and more famous in the young generation day by day as people are becoming more conscious and aware about fashion. Today no one wants to be a non participant in the new fashion trends. Fashion photography has provided a platform of awareness in the market for the people. Nasir Rauf studio in Peshawar is one of the oldest photo studios which have become much known for its professional photography in Pakistan as well as internationally. With increasing number of branches in Pakistan and abroad, Nasir Rauf studio is participating a lot in the promotion of fashion photography. Nasir Rauf studio is not only making profits but also is eager towards the increase of fashion knowledge to people through its fashion shoots. My responsibilities as an internee in the studio were to manage the pictures after the photo shoots and helping the crew throughout the shoots. The most challenging task for me was to learn using professional cameras which was the highest priority for me. Designing the portfolios was another important task as designing of portfolios requires the retouching of the photos. Managing the background objects was the task which was the last necessary step of being capable of taking pictures in the photo shoots. Managing objects and background requires a lot of practice and knowledge after which I took active part in the summer collection (urban Fashion) photo shoot.

Introduction
History of Fashion Photography: Fashion photography is a genre of photography devoted to displaying clothing and other fashion items. Fashion photography is most often conducted for advertisements or fashion magazines such as Vogue, Vanity Fair, or Elle. Over time, fashion photography has developed its own aesthetic in which the clothes and fashions are enhanced by the presence of exotic locations or accessories. Photography was developed in the 1830s, but the earliest popular technique, the daguerreotype, was unsuitable for mass printing. In 1856, Adolph Braun published a book containing 288 photographs of Virginia Oldoini, Countess di Castiglione, a Tuscan noblewoman at the court of Napoleon III. The photos depict her in her official court garb, making her the first fashion model. In the first decade of the 20th century, advances in halftone printing allowed fashion photographs to be featured in magazines. Fashion photography made its first appearance in French magazines such as La mode practique. In 1909, Cond Nast took over Vogue magazine and also contributed to the beginnings of fashion photography. In 1911, photographer Edward Steichen was "dared" by Lucien Vogel, the publisher of Jardin des Modes and La Gazette du Bon Ton, to promote fashion as a fine art by the use of photography. Steichen then took photos of gowns designed by couturier Paul Poiret. These photographs were published in the April 1911 issue of the magazine Art et Dcoration. According to Jesse Alexander, This is "...now considered to be the first ever modern fashion photography shoot. That is, photographing the garments in such a way as to convey a sense of their physical quality as well as their formal appearance, as opposed to simply illustrating the object." At this time, special emphasis was placed on staging the shots, a process first developed by Baron Adolf de Meyer, who shot his models in natural environments and poses. Vogue was followed by its rival, Harper's Bazaar, and the two companies were leaders in the field of fashion photography throughout the 1920s

and 1930s. House photographers such as Edward Steichen, George Hoyningen-Huene, Horst P. Horst and Cecil Beaton transformed the genre into an outstanding art form. Europe, and especially Germany, was for a short time the leader in fashion photography. But now with that change in time every country has taken considerable measures to promote the field of photography. In the mid 1940s as World War II approached, the focus shifted to the United States, where Vogue and Harper's continued their old rivalry. House photographers such as Irving Penn, Martin Munkacsi, Richard Avedon, and Louise Dahl-Wolfe would shape the look of fashion photography for the following decades. Richard Avedon revolutionized fashion photography and redefined the role of the fashion photographer, in the post-World War II era with his imaginative images of the modern woman. Today, his work is being exhibited in the Norton Museum in West Palm Beach, FL. This exhibition features more than 200 works and spans Avedon s entire career, including vintage prints, contact sheets, and original magazines from Harper s Bazaar, Vogue and The New Yorker. The artists abandoned their rigid forms for a much freer style. In 1936, Martin Munkacsi made the first photographs of models in sporty poses at the beach. Under the artistic direction of Alexey Brodovitch, the Harper's Bazaar quickly introduced this new style into its magazine. In postwar London, John French pioneered a new form of fashion photography suited to reproduction in newsprint, involving where possible reflected natural light and low contrast. Besides history Pakistani Photographers are beautifully capturing the world through the lens of their cameras. Particularly, Pakistani Fashion Photographers are constantly gaining fame in transferring the ordinary looks into extraordinary. Fashion Photographers of Pakistan, are marvelously helping the other devoted people of the Pakistani Fashion industry in enhancing its name. You can visit the artistic world of the Top Pakistani Fashion Photographers on Fashion Central. If you want to capture the imaginative eye of the Photographers in Pakistan, explore Pakistan with its Photographers

Nasir Rauf Studio: Fashion photography has an influential role in the presentation platform of todays modern fashion world. With the increased knowledge and awareness in people, fashion photography has become an extremely important tool for fashion world. Nasir rauf studio Peshawar is one of the most renounced studios in Peshawar with many branches in Pakistan as well as international. Nasir Rauf studio came in to existence in 2004 and till now have done thousands of photo shoots including shoots for advertising, fashion and modeling purposes. In 2007 the company moved to Dubai, the land of opportunities to start its international journey. The company joined the Nobel advertising LLC. The company is now providing its services in Art, fashion etc in Dubai and Pakistan. Mission statement: We promise to photograph you with passion and professionalism. We promise to be loving, warm, conscientious and energetic. Our hope is to have a personal connection with every client. Objectives: Nasir Rauf studio is always looking forward to spread the knowledge of Art, fashion and advertising through its unique and dedicated photography. Nasir rauf studio provides technical knowledge of photography to students in order to keep them motivated and to enhance entrust in photography. Nasir Rauf studio focuses on quality and professionalism when it comes to customer satisfaction. Customer satisfaction is the prime target of the studio after the photo shoot.

Packages: Bridal Photo Shoots  Photo Album 12 x 24 Bridal shoots  12 X 30 Wedding bridal shoots with 2 days standard wedding video package  3 Days of standard wedding video package with 1 Camera coverage using High-end Sony DVCAM.  Complete editing includes elegant titles, 3D graphic effects, background music of your choice, and credits.  Interviews of guests using high quality wireless microphone. 3 Copies of edited DVD's with custom covers

PLATINUM PACKAGE 100 photo (With Photo Album 8 x 6 )  Formal Bridal Photo shoots at location of choice with one 8 x 6 print. Additional prints at standard print prices.  Coverage at All Events listed below:     Rehearsal Dinner Pre Wedding Events (day of) Wedding Reception

 All raw images burned to a CD.  Seven 8 x 6 Prints of your choice images  Ten 5x7 Prints of your choice images.  16x20 fine art print of choice image with one 11x14 Print of the customers choice. One After Images produced Choreographed Wedding DVD.

Hierarchy Chart:

The hierarchy of the photo studio is very simple as every studio has four employees whom are managed by the general photographer who is the head of the studio. Mostly the senior photographer does the main work. Assistant photographers act more like a helper. The administrator is responsible for the editing of pictures and final result of the pictures.

Internship Activities
I was given the opportunity to work as an internee in the Nasir Rauf studio where I learned a lot regarding fashion photography. I had many primary responsibilities which were very challenging and intrusting such as management of pictures, learning of how to use professional cameras, portfolio designing and managing the background and objects. Management of pictures: Management of pictures can be called as the ordering of the pictures as it is very important for the pictures to be in order while finalizing the photo shoots. Learning of how to use the professional cameras: Professional cameras are very different and technical than the normal cameras which need a lot of experience and skill to use it perfectly. Learning to use such technical cameras were the most innovative moment of my internship in the studio Portfolio Design: Designing the portfolio requires the technical skill of the different softwares in the computer through which we can retouch the pictures and can than design the portfolio. Managing the background and the objects: In professional photo shoots, background and object are the two most important variables. These variables have to be in line as well as on its proper positioning for a perfect picture. Learning to take care of both the variables required time and expert guidance of the studio experts. Photo shoot:

With the practice of several weeks I started taking some test shots and became quite successful. Due to good results I joined as a helping photographer in the urban fashion shoot done by the studio.

My work as an internee: As an internee I worked specifically on the project of urban fashion shoot in the Studio. With the help of the senior photographers we came up with some excellent results. Bellow mentioned are the share of work which I participated in the photo shoot.

In the above photo I had to balance urban fashion with the daily environmental background which became quite tough as we dont often find sound places in Peshawar where photo shoots can be placed. In the picture summer clothings have been selected as an icon of relief and comfort. The shirts etc give quite a good look to the model.

In this picture the emphasis has been specified upon the T shirt and the looks of the model rather than the background because the photo shoot was much more inclined towards the summer collection.

The key feature of this picture is the red color which balances both the background objects and the models dress. Shiny red dress with red background objects and the mirror image makes it quite unique and trendy.

In the above picture the dress represent cool colors with beautiful mirror image in the background. The background objects were selected by me in white colors so that the colors of the dress can be highlighted.

Recommendations
y Nasir Rauf studio is an influential and well known studio in the market thus it must launch another branch especially in Peshawar. y The studio should also try to focus on teaching professional photography as professional photographers are very rear in Pakistan. y y y The studio should also try to bring in focus the social factors and culture of Pakistan. As the studio is a well known entity thus it should arrange different exhibitions. The management must launch an outdoor studio as it will help in fashion photography as well as will save ample time.

Conclusion
The overall experience of my internship was really good. The internship provided many learning opportunities to polish me for practical life. I learned many new practical activities that I had to perform in this internship. Fashion photography has contributed a lot in the upbringing of the fashion world. With excellent and professional photography the studio has provided bundles of knowledge and has spread awareness in the people of Peshawar. Nasir Rauf studio has provided me an excellent platform to polish my skills and abilities. In the internship I had many responsibilities as an internee that made my internship very challenging and dynamic.