"Almost every brand in the world is now looking for video," says Spanish fashion photographer, filmmaker and Canon Ambassador Javier Cortés. "If you're a fashion photographer, you'll be asked to make videos."
The trend is being felt across the professional photography industry, but is being embraced with particular fervour by fashion because video gives clothing a natural movement and drama. "The popularity of video in fashion is increasing all the time," Javier says – and it's not something that photographers should be daunted by.
With a style he describes as being led by "light and colour", Javier has created a name for himself in the fashion industry. His striking visual work has a deeper narrative base that lends itself to film – but Javier was originally a stills-only fashion photographer. It was the demand in his industry that drew him to fashion videography, and he now balances the two on almost all of his projects for high-end brands and magazines including Vogue, HOFF, Harper's Bazaar and Glamour. He may work as a director of photography (DoP) shooting a fashion film one day, and as a photographer shooting the stills campaign the next. "In the beginning, film was for fun, but now I cannot separate video and photography," he says. "I think they live and work together."