Penned By Niketh Manulal
Capturing Identity : How Petra Collins Defined Her Brand
In the realm of contemporary photography, few artists have captured the essence of femininity, identity, and self-expression quite like Petra Collins. Her work transcends mere imagery; it serves as a profound exploration of the female experience in the modern world. Collins unveils layers of emotion, vulnerability, and empowerment through her unique visual language that is now widely credited as the ultimate Gen Z look—pastel lit young faces, elaborate set design, maximalist fashion and unrefined, unadulterated frames. Her style invites audiences to partake in a world that she has created where nostalgia and fantasy converge.
(Image source: Petra-Collins.com )
Petra Collins, much like other influencers, is somewhat of a mystery to the industry at large. Her unprecedented approach to visual storytelling is held in high esteem with brands like Adidas, Nordstrom and Stella McCartney. However, the unique place she retains in the industry stems from the careful brand that she has built for herself that is rooted in capturing the true essence of the female gaze.
(Image source: Petra-Collins.com )
The female gaze is an alternative perspective to filmmaking that challenges the established formulas that decide how women are largely portrayed in media. Her art exudes a sense of intimacy and authenticity, offering a raw glimpse into the complexities of womanhood. Whether she's capturing moments of solitude, sisterhood, or sensuality, there's an inherent empathy in her work that resonates with audiences on a visceral level.
One of the most striking aspects of Petra Collins' imagery is her use of colour and light. Soft pastel hues often dominate her compositions, creating an ethereal atmosphere that feels both nostalgic and dreamlike. These aesthetic choices not only enhance the beauty of her subjects but also imbue her photographs with a sense of innocence and vulnerability. Her preference for film over digital contributes to the same while not diluting the disturbia of her meta messaging. This further stabilises her footing in the position she holds; she has the unique ability to glamorise and fictionalise growing pains without losing the grit of the genre.
When allegations were raised against Sam Levinson, it was to no one’s surprise that Petra Collins came forward claiming the visual style of Euphoria. The show seemed to be the perfect playground for her experiments with transformation, objectification and surrealism. During her time with Euphoria, she claimed to have developed the entire aesthetic for the show, before she was let go by the network. Much like other filmmakers of her repute, she sought solace amongst creators who were more receptive to her distinctly female gaze style in this post-feminist era.
(Image source: Petra-Collins.com )
In recent times, her work with singer-songwriter Olivia Rodrigo has been exalted greatly for their aesthetic and direction. Surreal landscapes, fantastical costumes, and whimsical props are seamlessly integrated into her compositions, creating a visual tapestry that transcends the constraints of everyday life. Collins's main cultural intervention was persuading adolescent girls that it is in fact okay to romanticise aspects of their lives that they would eventually look back on and to feel prematurely nostalgic for them. Music videos like ‘good 4 u’, ‘brutal’, ‘vampire’ and ‘bad idea right?’ translate this ideology without compromising the aspirational nature of the form— Rodrigo’s relatable lyrics are highlighted through nostalgic imagery while retaining the ‘cool’ tone of her brand.
(Image source: Good 4 u by Olivia Rodrigo, YouTube)
Petra Collins’ accomplishments are a testament to why experimentation is paramount when you’re targeting younger audiences. These audiences are characterised by their ever evolving consumption habits and their deep seated digital literacy, making them a difficult audience to impress with novelty. Collins cracked the code by introducing nostalgia to the formula, and by ensuring that she does not talk down to her audience by over simplifying her art (a habit that most mainstream artists can’t seem to shake). Her works are regarded to have a suggestive tilt of self awareness where beneath the innocent and iconic images there lurks a sensitivity to the knowledge that all parties involved are aware of their objectification, tragically so. Through her evocative imagery, she challenges societal norms, celebrates individuality, and invites viewers to look inward. In a world inundated with superficiality and forced messaging, Collins' work serves as a poignant reminder of the beauty found in capturing the human experience as it's meant to be captured – with love, with disgust, with patience and with understanding above all.