“In fashion photography, rule number one is to make the picture beautiful and lyrical or provocative and intellectual—but you still have to see the dress,” said former model and Creative Director of American Vogue, Grace Coddington, far from the rationale of the field’s newest star, Boo George, who says, “I just try to create a beautiful picture. If there also happens to be a beautiful girl in beautiful clothes? Even better.” After all, isn’t the role of emerging artists to challenge the existing art that came before? 

In April 2013, the 32-year-old Irish photographer was named the winner of The Shot, an initiative co-sponsored by W Magazine and the International Center of Photography (ICP) to identify the next great generation of fashion photographers. But why should you collect Boo George now?

As the winner of The Shot competition, George has been identified by industry professionals—like iconic fashion editor Polly Mellen, W’s Photography Director Caroline Wolff, photographer Mario Sorrenti, and ICP curator Carol Squiers—as a photographer who will continue to grow in status, which makes this the perfect time to collect his work. With a major feature in W magazine’s September issue, George’s images have real estate within fashion’s most important issue of the year—following a feature in the current issue of American Vogue, which is a cultural barometer and turning point for any photographer. Though the shell of the fashion world may be hard to crack, George’s regular commissions by the top brands and publications (i-D Magazine, Teen Vogue, T, Louis Vuitton) represent a strong, and lasting, approval of the artist.

Fashion photography has become well established in the art market. “In 2010, the iconic picture of the Dior-clad Dovima with Elephants, shot by the late Richard Avedon in 1955, set a world record for the photographer and was the most expensive photograph ever sold in France, fetching €841,000 at Christie’s Paris,” the Wall Street Journal reported.

Emerging photographers’ work is usually available at price points starting between $750 and $2,500, which makes it a great entry point into collecting fine art. Our exclusive collection of photographs by George includes nine works under $2,000.