Isabel Marant pour H&M: the polaroids

two weeks ago, H&M Greece and Ozon Magazine gave me an opportunity to shoot a fashion editorial with the Isabel Marant line before its worldwide launch. I did it the analog way: on large format, using medium format film as a backup. yes, there was a digital camera on set – I brought along the new Sony A7, which I used as a lightmeter.
I used the Speed Graphic / Aero Ektar combo, shooting polaroids for the sake of speed and convenience, as we needed to have part of the editorial online three days later. I also shot 4×5 film, b/w as well as color, and a couple of medium format rolls with the Pentax 67 as a backup.
there will be two more posts about this photoshoot, one showcasing the large format shots and one with the 6×7 results, after they’ve been published. the results are quite different, especially on the color large format shots.
it was hot and I didn’t have enough brains to pay more attention to the backstage, so here are some smartphone photos with the setup:

Graflex Speed Graphic | Kodak Aero Ektar 178mm/f2.5

Graflex Speed Graphic | Kodak Aero Ektar 178mm/f2.5

Graflex Speed Graphic | Kodak Aero Ektar 178mm/f2.5 | Fuji FP-100c

Graflex Speed Graphic | Kodak Aero Ektar 178mm/f2.5

Graflex Speed Graphic | Kodak Aero Ektar 178mm/f2.5 | Polaroid 669 and film holders

you can see more backstage shots over at OzonWeb, where this polaroid “webditorial” was first published.
there was half a pack of Fuji FP-100c in the polaroid holder, so I finished it up, before switching to expired Polaroid 669 film. the difference between the two films is huge. it’s a big shame you can’t get a negative out of the polaroid 669 (which you can do with the fuji film) and an even bigger shame that you can’t find this film any more.
I shot a total of 25 polaroid frames. all images presented below are a straight scan from the positive print. the first three images are Fuji FP-100c, the rest are Polaroid 669. you can see where the Polaroid 669 didn’t like going against the sun. the double exposure was deliberate.

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Fuji FP-100C film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Fuji FP-100C film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Fuji FP-100C film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

Isabel Marant pour H&M editorial | Speed Graphic & Aero Ektar 178mm/f2/5 | Polaroid 669 film

3 comments

  • Hi, I just found this post and enjoyed your photos. Perhaps I misunderstand but they were happy with you shooting all analogue? Were others using digital tethered to laptops etc? I am a big film lover and am expecting the same camera / lens a you use here from the US in the nextt few days. I plan to shoot FP100C to start with then Fomapan 100. I love the idea that magazine still want shots like this but also very surprised? Can you confirm!

    Thanks
    Matt
    UK

    • Hello Matt,
      I had stated from the very beginning that this would be a film-only shoot, and they had no problem with it. The Polaroids were only used on the web, the magazine printed the normal film (4×5) shots.

      I think it’s a matter of what you come to be associated with. For my part, I am known as a if-it-can-be-done-with-film-I-will-do-it-with-film photographer. Sometimes people come to me with this specific idea in mind – other times, they don’t care how it’s done as long as the result is good.

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