Analogue is in Vogue: The Rise of Film Photography

Film photography has had quite a journey over the past decade. Only a few years ago people were hailing the death of film. “Digital is the future”, people said. It certainly looked that way. But recently people are falling over themselves to replicate film photography. iPhone apps are mimicking lo-fi photography – Lomography is in vogue. I’m seeing more and more people with vintage and Lomography cameras slung over their shoulders in London’s tourist hotspots.

Something caught my attention recently. It was a window display in a shoe shop in the UK. They featured a series of medium format photos with a black border and frame number visible on the print. It didn’t look quite right to me, so I took a closer look.

The image was so sharp, but the frame seemed to be out of focus and poorly scanned. What’s more, the photo was in colour and the film clearly stated TMAX – indicating the film was black and white. The creative team had clearly added a TMAX film border to a digital photo and passed it off as a film photo.

Someone recently asked me what app I used to add the sprocket holes on a photo I uploaded to the internet. I used 35mm film and exposed the sprockets, I said.

Who knows how long film will continue to be so popular. I for one, hope it continues to gain a following and the revolution will last.

written by bsmart on 2012-06-29 #lifestyle #shop #film #digital #window #advert #border #tmax #cool #medium #format #display #vougue