For decades, fashion photography was dominated by glossy studios, glamorous runways, and exotic outdoor locations. But in recent years—and accelerated by the global pandemic—fashion has found an unexpected new stage: the home. Living rooms, kitchens, and bedrooms are now doubling as fashion sets, blurring the line between private life and public style.
According to curator and writer Adam Murray, author of The Domestic Stage: When Fashion Image Comes Home, this shift is more than a passing trend. It’s a cultural statement. The home, once viewed as too ordinary for high fashion, has become a canvas for creativity, intimacy, and authenticity.
Major brands and magazines have embraced this shift. Gucci, Jacquemus, Zara, and Martine Rose have all produced campaigns in domestic settings. Editorial powerhouses like Vogue Italia and i-D have also leaned into the aesthetic, highlighting how personal spaces can add emotional resonance to fashion storytelling.
Why does home matter so much now? For one, audiences crave authenticity. A carefully staged studio image may look flawless, but a fashion shoot in someone’s bedroom or kitchen feels relatable, even aspirational in a different way. It’s not just about selling clothes—it’s about showing how style integrates into daily life.
There’s also a practical side. At-home shoots are simpler, faster, and more flexible. With natural light and fewer logistics, photographers can capture spontaneity that polished studios often suppress. And for many, the domestic backdrop becomes a way to express identity—where every detail, from wall art to clutter, contributes to the narrative.
Far from being a temporary adaptation, the move to at-home fashion imagery is reshaping the industry. In a world overflowing with digital perfection, the domestic stage offers something more powerful: realness. And in fashion, realness is the new luxury.