By: Katreen David
“The future of fashion isn’t just in what we wear; it’s in how we see it, document it, and, more importantly, what we choose to discard or save,” says Danny Lairon, photographer and videographer, known for his visual storytelling that celebrates upcycled fashion and the vibrant essence of cultural diversity. As Lairon captures images for some of the industry’s environmentally conscious designers, he’s also bringing his audiences a new vision that places sustainable fashion and inclusive representation front and center.
In 2024, Danny Lairon’s work is leading a larger conversation about the impact of photography on the fashion ecosystem. With his distinctive approach combining mixed media, vertical compositions, and travel-infused aesthetics, Lairon’s perspective is a breath of fresh air and a wake-up call to the industry.
Crafting Visual Stories for a Sustainable Future
The world of fashion photography, long reliant on luxury and exclusivity, is beginning to shift. Industry trends forecast that by 2025, sustainable fashion could represent as much as 25% of the global market, with brands focusing on ethical practices, from production to media representation. For photographers like Danny Lairon, who document fashion and travel, this shift represents a chance to redefine what gets highlighted.
“It’s not enough to capture beauty,” Lairon explains. “We have to ask: what stories are we telling about beauty? Are we uplifting cultures, giving voice to underrepresented communities, and working towards a purpose beyond aesthetics?” To embody these, he frequently partners with designers who repurpose vintage or discarded materials to create high-end fashion. These visuals do not just document trends; they celebrate resilience.
And he’s doing it with cutting-edge tech. By embracing the iPhone’s vertical aspect ratio of 9:16 and using mirrorless cameras with RGB lighting, Lairon creates images that feel tailor-made for social media while offering a fresh perspective. He aims to appeal to brands eager to establish an online presence while staying environmentally conscious—a balance that appeals to Gen Z consumers who dominate online shopping.
The Critics: Is Upcycling a Lasting Trend or a Passing Fad?
While Danny Lairon’s aesthetic has won praise for its originality, not everyone is convinced. Some industry critics argue that the upcycling trend, while significant, risks becoming performative—a token gesture in a world that still thrives on fast fashion. “Upcycling looks good on paper and in the press,” notes a fashion critic, “But let’s not pretend that repurposing a few materials here and there can offset the environmental impact of the broader fashion industry.”
Lairon, however, is adamant. He notes that his commitment to diverse representation in fashion is more than a trend. “Diversity and sustainability are intertwined,” he says. “When we broaden the lens—literally and figuratively—we allow for voices and visions that bring new ideas and practices to the industry.”
In fact, Danny Lairon’s mixed media approach—combining drone footage, vertical stills, and dynamic video content—gets him approached by diverse clients to populate social feeds and websites alike, reflecting his understanding of the need for versatile, eco-conscious content.
A New Standard for Fashion’s Visual Future
As he shoots for major fashion weeks worldwide, Danny Lairon remains dedicated to his cause. His portfolio, showcasing everything from dramatic cityscapes to vibrant Mexican markets, merges fashion with a message: beauty in what’s overlooked, be it a forgotten garment or a silenced voice. He believes that upcycled fashion photography shows what is next in the industry.
“Fashion has always been about reinvention,” Lairon says. “But reinvention today has to mean more. It’s about rethinking our relationship with resources, culture, and the stories we choose to tell. Every piece of fashion we discard could become part of a new, sustainable narrative.”
Published by: Holy Minoza
