App Developer Lightricks Teams Up With Designers For NY Fashion Week

The Jerusalem-based photo and video apps developer Lightricks announced that it partnered with a number of fashion designers at New York Fashion Week to help them create artistic images and visuals from their shows. The Israeli company, which says its apps have been downloaded 80 million times, worked with designers Laquan Smith, Christian Cowan, and Raul Lopez of the brand LUAR, over the course of the event last week.

Using the app FaceTune2, a portrait retouching application, the designers published images of their creations that sought to challenge beauty standards.

LUAR said in a statement that together with an artist, the company sought to “create a set of imagery that breaks preconceived standards of beauty: exaggerated shoulders, shrunken accessories, elongated hems – creating a heightened sense of reality.”

“The imagery plays with the understanding of Facetune being a widely used app and advances the conversation around ‘perfect’ body standards, reflecting back to that fact that audiences are inevitably trained to know these are not real,” it wrote.

“Our applications are part of the creative process influencing artists everywhere, including fashion designers,” said Lightricks co-founder and CEO Zeev Farbman, adding that the company was honored to take part in one of the fashion world’s most prestigious events.