Men's clothing brand Bensimon has used the lomo-look in this year's spring/summer campaign.
In Argentina, Lomography is something that only a few people are familiar with and, even though the taste for analogue photography is constantly increasing, cross process and the “lomo-look” still remain unknown for most of the people. Nevertheless, men’s clothing brand Bensimon seems to have realized that the lomo phenomenon will soon become a fashion movement here as well and has used it to their own advantage.
2011 campaign appears to be based on the cross-process look. But of course, for the common lomographer’s eye, it becomes clear that the photographs used are in fact digital, with the “cross-process” effect applied with some image editing program.
Here are some examples of actual lomographs by members of the Lomography community that may have served for inspiration for the Bensimon people. To me, the original is always the best, and no digital post-production can top the real essence of the lomo look.
These photos were taken with different analogue cameras and different types of film. The clothing brand appears to have tried to imitate the green color shift, vignette at the corners and zone focus of the “lomo-look”, that’s really a combination of cross-processed slide film, plastic (or not) lens and an analogue way of life. You think they managed to copy it?
The slide films that – when cross-processed – tend to give the greenish tones Bensimon was inspired by are mainly Fuji Provia, Lomography X-Pro Slide, Fuji Sensia 200, Fuji Velvia 50, Kodak Elitechrome and a few more others, depending on lighting condition, development and… well, chance!
I hope that if campaigns like these are attractive to people, then it ends up drawing more people into lomography, and not into digital photography with lots of digital manipulation.
Campaign photos taken from the Bensimon site.
The new Lomography X-Pro Slide 120 is made from the original Agfa RSX 200 emulsion. If you want whacked out colors, huge contrast, and insane saturation, this film is for you. See our selection of Lomography films here.