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Ha, yeah agreed it's very trendy, but it's not challenging. It only achieves to be lazy. I checked out their portfolio and everything else is still on the piss though; must have a peg leg.
http://www.elliott-morgan.com/
Just the general style, I do not enjoy it at all; the lighting and the framing.
Its a popular aesthetic in fashwan photography, but it just looks shit imo, its not flattering to anything or anyone.
I always assumed it meant to look like some throw away shots on a disposable camera, but feel free to correct me if I'm wrong.