Dour Recession-Era Fashion Ads

I recently discovered these ads for Tim Hamilton's debut women's collection on the independent style hub Refinery 29. The refinery ladies admit to swooning over the upcoming colection, and describe the threads as "dark, mysterious, and gorgeously reminiscent of the sharp tailoring and bold approach the designer has infused in his menswear". I agree that this is an apt decsription for the collection as presented on Hamilton's website (in fact, the collection is an arresting tour de force: bold shapes and fearless tailoring, with delightful Sphinx-wink touches of the ludicrous). More's the pity that the choice of model, lighting and styling for the above ensures that these ads are dull, oppressive and immature. Black fabric is notoriously difficult to photograph, and the monotone background does nothing to engage the audience visually. These neither showcase the product nor do justice to Hamilton's skill in design and execution. The result is merely a sullen, uninspiring cliché.