Benini creates a romantic atmosphere

March 19th, 2011 by Kathy Hackett

In 1958 Australian fashion photographer Bruno Benini was in Italy, visiting his family and taking fashion photographs with the help of his model friends Janice Wakely and Carla Baldaracchi. In this photograph Carla is in the gardens of the Villa d’Este, Tivoli, wearing a dress by Ninette Creations, a Melbourne women’s fashion manufacturer established in 1951 by Allen and Sadie Brustmann. Benini found the fashion photography in Europe to be very different from that in Australia at the time, and in a newspaper clipping from late 1958 Bruno talks about one such distinction,

“The big difference between fashion photography overseas and in Australia, according to Mr. Benini, is that overseas… both manufacturer and photographer agree that it is more important to create an atmosphere with the picture rather than show every detail of the garment, and avoid creases…” (unsourced and undated, Benini archive )

In this photograph we can see Benini taking this more European approach to fashion photography. Rather than showing every feature of the dress, Benini uses lighting, tone, texture and focus, together with the location and model’s pose, to create a romantic and wistful atmosphere. As Bruno stated in another newspaper interview from the Benini archive,

“The prime consideration is aesthetic … you have to strive to create beauty. Like Dr Smith, my own style preference is towards the romantic.” (Sunday Press, July 28 1974)

Alysha Buss, Curatorial Volunteer

Photography by Bruno Benini
© All rights reserved

You can see this photograph in Creating the look: Benini and fashion photography until 18 April 2011.

Tags: Bruno Benini, fashion photography, fountains, Italy, Ninette Creations, photographers, Tivoli, Villa d'Este

The Powerhouse Museum's Photo of the Day blog features a new image each day, chosen from the Powerhouse Photo Library.

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