Patagonia’s amazing catalogs

Patagonia’s amazing catalogs

Andrea Tuzio · 2 weeks ago · Style

Patagonia is not just an outdoor brand, Patagonia is a philosophy, an ideal, and considers itself an “activist company”.
From a perception standpoint, the brand founded by climber Yvon Chouinard in 1973, is perhaps one of America’s most valued and esteemed brands, not only for the quality of its products but also for its political and environmental stances. 
However, the company is also recognized for its innovative approach to the world of advertising and marketing.

Patagonia understood that its consumers were actually part, and felt part, of a community that the company itself had helped build, as well as the strong brand identity, which was as important as if not more important than the product itself.
It was Chouinard himself who thought of something original to solidify Patagonia’s image even more, and the idea of the catalog came along.

A series of stunning photographs and captions inspired by writers such as Ernest Hemingway and Jack London had the same space-50 percent of the editorial content-reserved for pictures and product descriptions, here’s the news. 

Great outdoor photographers such as Corey Rich, John Russell, and Galen Rowell have been among those featured in the catalog’s images, while writer and ultramarathon runner Craig Halloway has written for Patagonia catalogs for as many as 35 years. 

But not only that. Some of the photos and stories published in Patagonia catalogs were ones that customers themselves experienced and then shared with the brand, prompting other consumers to do the same and go on outdoor adventures. Sometimes it happened that many of the photos chosen did not even feature Patagonia products.
“We were the first to use real people, and captions saying who and where they were”, Chouinard declared in an interview withThe New Yorker.

To further emphasize the impact that Patagonia catalogs have had on fashion-related marketing, a retrospective titled Unexpected: 30 Years of Patagonia Catalog Photography, a book encompassing 30 years of images and stories that have made the history of the brand and fashion-related marketing, was produced in 2010. 

Patagonia’s amazing catalogs
Style
Patagonia’s amazing catalogs
Patagonia’s amazing catalogs
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InstHunt – The 10 best photos on Instagram this week

InstHunt – The 10 best photos on Instagram this week

Tommaso Berra · 2 weeks ago · Photography

Every day, on our Instagram profile, we ask you to share with us your most beautiful pictures and photographs.
For this InstHunt collection of this week we have selected your 10 best proposals: @effyrose__, @niinque, @saraperacchia, @jus._._._, @nuovi_obiettivi_, @serenabiaginiph, @nellys.ph, @matti_b9, @franscescaersilia1, @kevin.ponzuoli.

Tag @collateral.photo to be selected and published on the next InstHunt.

InstHunt – The 10 best photos on Instagram this week
Photography
InstHunt – The 10 best photos on Instagram this week
InstHunt – The 10 best photos on Instagram this week
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InstHunt – Le 10 migliori foto della settimana su Instagram

InstHunt – Le 10 migliori foto della settimana su Instagram

Tommaso Berra · 2 hours ago · Photography

Every day, on our Instagram profile, we ask you to share with us your most beautiful pictures and photographs.
For this InstHunt collection of this week we have selected your 10 best proposals: @marcocarta87, @unagiuliaacaso, @jus._._._, @idralinho, @allecossu, @alberto_sanna4, @luanapetrullophoto, @reportageofmylife, @nuovi_obiettivi_, @_my_perfect_little_world.

Tag @collateral.photo to be selected and published on the next InstHunt.

InstHunt – Le 10 migliori foto della settimana su Instagram
Photography
InstHunt – Le 10 migliori foto della settimana su Instagram
InstHunt – Le 10 migliori foto della settimana su Instagram
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There are two different Hong Kongs in Cody Ellingham’s shots

There are two different Hong Kongs in Cody Ellingham’s shots

Tommaso Berra · 2 weeks ago · Photography

New Zealand photographer Cody Ellingham believes that there are two versions of Hong Kong: a real one that exists with its monumental skyscrapers and one that we remember fondly in our memories. 
The series “Fantasy city by the harbour” – from which a book of photographs was also born – stems precisely from an attempt to try to understand how we can return to the “other” Hong Kong, of which only the dreams and atmospheres dense with neon and people frantically roaming the streets of the Asian city remain.

The shots mainly show the architecture of the city, studied through the calm moments of the metropolis. In fact, people never appear, a challenge considering that Hong Kong is one of the most densely populated areas on the planet with its 7 million inhabitants.
In the streets, therefore, only silence remains, interrupted by the buzzing of neon lights, which Cody Ellingham uses to accentuate the aesthetic effect of the views, as if they were sets for a futuristic film set in a hyper-technological city of androids and flying machines.
The photographer had the opportunity to study the city during his frequent travels, choosing moments of calm to make even more vivid and real the Hong Kong that persisted in his memories but was difficult to find in everyday life. The fog favours the general suspended atmosphere of the scenes, the large billboards look like TVs left on after falling asleep on the sofa while the lights of the skyscrapers belie the whole thing: the city is not sleeping.

Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
Cody Ellingham | Collater.al
There are two different Hong Kongs in Cody Ellingham’s shots
Photography
There are two different Hong Kongs in Cody Ellingham’s shots
There are two different Hong Kongs in Cody Ellingham’s shots
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Daniele Frediani’s journey among the nomadic peoples of Kyrgyzstan

Daniele Frediani’s journey among the nomadic peoples of Kyrgyzstan

Tommaso Berra · 3 weeks ago · Photography

Is it possible for urban man to abandon all stimulus and service of the city to reconnect with an idea of brutal pragmatism dictated by nature? Photographer Daniele Frediani has embarked on a journey to Asia, to some of the territories in which the truth of time and space overpower appearances, consumption and weaknesses of our society.

Frediani in Kyrgyzstan perhaps saw what would happen if we were forced to go back to living as we did centuries and centuries ago, dependent on the cycle of nature and the animal cycle. The shots in his photo series show Kyrgyz nomads as they live by eliminating everything superfluous, decreasing the margin of error, of doubt about what is right or wrong. What the protagonists of these photos have at their disposal is only what their animals have to offer, while all around them are only large grasslands still cold in the Song Kol Lake area.
Living with them is an experience that takes you to another world, a world without time and space: before the Internet and social media, before technology and electricity,” said Daniele Frediani.

Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani | Collater.al
Daniele Frediani’s journey among the nomadic peoples of Kyrgyzstan
Photography
Daniele Frediani’s journey among the nomadic peoples of Kyrgyzstan
Daniele Frediani’s journey among the nomadic peoples of Kyrgyzstan
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