It’s no question that the digital world has revolutionized the fashion industry; this week alone brands like Gucci launched their iPad magazine, Gucci Style and Vogue appointed Sally Singer as their Digital Creative Director. The ability to engage with their audiences on so many fronts is exciting yet also quite overwhelming in the challenge to keep the content fresh for an increasingly visually overloaded yet still voracious viewer. Companies that are not household names like Gucci/Vogue are also capitalizing on this hunger for information. More and more, just the one printed cover for a magazine or a solo image for a campaign, is a thing of the past. Behind the scenes videos and photos allow the audience to feel privy to what once was a secret world. We chatted briefly with photographer Chiun-Kai Shih who’s worked with GQ and Vogue, about his new male supermodel iPad only covers for Asian magazine, August Man Malaysia and about the changing nature of his fashion shoots.
MDC: So why the iPad only covers?
Chiun Kai Shih: The 3 covers are online cover exclusives, and it is for iPad only. Since August Man Malaysia is not around the world yet, many readers are able to read it only on their iPad, and we are offering for those readers more exclusive online covers for certain issues.
MDC: So that means that there’s still a print cover or two to come out! So, one word to describe Alex Lundqvist, Garrett Neff and Zhao Lei.
CKS: Alex – Intellectual. Garrett – Electrifying. Zhao – Inspirational.
MDC: You’ve been a Hipstamatic “ambassador” for 2 years now. So why do you take the behind the scene images? Do you shoot all your behind the scenes with Hipstamatic?
CKS: I’ve been an ambassador for Hipstamatic since they created the Chunky Lens back in 2010 (ed note: Chiun-Kai or “Chunky”‘s own Hipstamatic lens). I use Hipstamatic to supplement all my personal & professional shoots. Behind the scene images for me really started from just testing the effects with the Chunky lens. Then the magazines started to love the images and wanted to use the shots to document the whole process. It’s nice to show all the happiness and excitement we have on set with our readers. BHTS images started out like a private diary for myself, but now I’m glad that I can share these precious moments of my life with people that really enjoy iPhone photography.