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The Inside View: Elevating Creative Production & Digital Design in the Fashion Industry

Who would choose this crazy life in a creative production studio?

Prep a streetwear shoot halfway around the world. Retouch a brand's entire spring campaign. Get into a fairly deep Zoom discussion on how to improve a brand's creative production and post-production workflows. Break for lunch. Then dive right back in since the digital ads you're designing for a new accessories brand have to be QC'ed and trafficked to the media company by end of day.

Um... we
would.
Gladly, again
and again.

Because with everything we do, we're putting more beauty into the world. And if there's one believe that's at the core of who we are, it's that beautiful things are a force for good.

But really, we didn't chose this life...it chose us. Way back in 2007 (can we really have been at this for over a decade and a half?) founder Peter Rundqvist was at a crossroads. We'd been at the top of the fashion photography retouching world, working closely with legends like Peter Lindbergh and defining the look of Harper's Bazaar (among others).

But the industry was changing fast. What had begun as a cautious dip into the digital pool by a few courageous brands—we still remember those slow-loading sites for Prada and Gucci—was now a stampede. Magazine racks were thinning out; web traffic was blowing up. The brave new world of digital was big, but it was hardly beautiful. The most elite brands in the industry were at a loss as to how to make elevated content and imagery shine in the digital space.

©View Imaging

The future could look grainy, clunky, and sad. Or it could look dazzling, inspiring, seductive, and delightful. Peter knew which option he preferred. As it turns out, he wasn't alone. Before long, he was assembling a team of like-minded people who shared his love of beauty, his passion for detail, and his excitement at the possibilities offered by the digital design space. At the same time, he was staying one step ahead of the changing e-commerce landscape.

Then, as now, View Imaging offered a combination that no one else really could—the high-end aesthetic demanded by the fashion world, with a command of digital usually associated with people whose idea of fashion was khaki pants and an MIT sweatshirt. With the addition of Marissa Bennett as CEO, things really started moving, as teams coordinated photography services, retouching services, and video production around the globe so that work could keep going around the clock—all without impacting anyone’s beauty sleep.

For Peter, it wasn't just a business opportunity; it was a calling.

Fast forward to today, and we’re busier than ever, working on more brand campaigns and editorial images than ever. But as View Imaging serves these brands, how do we make sure our own brand stays on point? How do we make sure that even as we customize our streamlined content production and brand consistency services to suit the workflow of individual clients, we are providing a recognizable View Imaging experience across our entire portfolio?

The answer to both of those questions goes back to our core belief that the more beautiful things we create—be it a piece of content or a level of client service—the better our world gets. We’re here to Make More Beautiful. It’s an idea that every member of the View Imaging team internalizes. Are we just making more social posts? Or are we making more beautiful? Are we just assembling an RFP response? Or are we making more beautiful? When Beautiful is your bar, you level up.

That mission is also a pretty strong driver of innovation. Whenever we’re faced with a complex situation, we ask ourselves: which solution will lead to a more beautiful outcome? If the available technology, or the budget, or an existing workflow doesn’t allow for a beautiful outcome, it’s time to innovate a better solution. Because at the end of the day, if it isn’t beautiful, it isn’t View Imaging.

©View Imaging

Step 1: Needs
Discovery & Monthly
Capacity.

Step 2: Process
Design & First
Project.

Step 3: Refine &
Support.

Along with prioritizing this mission, we rely heavily on a customized production plan process that's proven successful across a wide range of clients and projects. As process go it's pretty simple, which is probably one reason clients appreciate it (another reason: it works).

We listen to your needs and get aligned with your creative vision, then help you select a monthly engagement plan that supports your content requirements.

For impeccable content at scale, we need to create a content engine that can run and run. We work with you to build it, then use it to start making content.

We collaborate with you on an ongoing basis, improving and adapting as needed.

Keeping our mission paramount and leaning into our proven, efficient, design process helps ensure our clients are getting the best from us.

But what about our own people? How do we Make More Beautiful for the world inside View Imaging? Simple: we live our values. We’re solutions-oriented and passion driven. We believe collaboration makes us stronger. We own outcomes, not tasks. And we show respect to—and gratitude for—the individuals who choose to bring their considerable talents and unique identities to our company. (We may do shoots and retouching for some of the world’s most revered labels, but you won’t see anyone pulling a Miranda Priestly and dumping their It Bag on an assistant’s desk.)

If working with positive, collaborative, and supportive fashion-loving people from just about every background imaginable sounds beautiful to you, do get in touch. In the meantime, we’ve got a few hundred product images to shoot and a Zoom call starting in 10 minutes.

Cheers,
View

Header Image Retouching by View Imaging