{"id":25160,"date":"2016-09-09T10:23:17","date_gmt":"2016-09-09T14:23:17","guid":{"rendered":"https:\/\/www.adorama.com\/alc\/?p=25160"},"modified":"2016-09-09T10:31:32","modified_gmt":"2016-09-09T14:31:32","slug":"fashionweek-behind-scenes-alyssa-greenberg","status":"publish","type":"post","link":"https:\/\/www.adorama.com\/alc\/fashionweek-behind-scenes-alyssa-greenberg\/","title":{"rendered":"#FashionWeek: Behind the Scenes With Alyssa Greenberg"},"content":{"rendered":"<div class=\"gallery\"><div id=\"slickGallery\" class=\"tn-block-slider-wrap\"><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Rosie_Assoulin_FW15-80.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Rosie_Assoulin_FW15-80.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Reem_Acra-1311-2.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Reem_Acra-1311-2.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Oscar_Bridal_SS17_041516-319.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Oscar_Bridal_SS17_041516-319.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_Ovadia_and_Sons_020216-1356.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_Ovadia_and_Sons_020216-1356.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-1235.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-1235.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-858.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-858.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-551.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-551.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Naeem_Bridal_SS17_041616-421.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Naeem_Bridal_SS17_041616-421.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Marchesa_Bridal_SS17_041316-733.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Marchesa_Bridal_SS17_041316-733.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Lela_Bridal_SS17_041416-996.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Lela_Bridal_SS17_041416-996.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/JMendel_Bridal_SS17_041216-562.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/JMendel_Bridal_SS17_041216-562.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Houghton_Bridal_SS17_041616-326.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Houghton_Bridal_SS17_041616-326.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Houghton_Bridal_SS17_041616-117.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Houghton_Bridal_SS17_041616-117.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_SS16_Selman_091015-352.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_SS16_Selman_091015-352.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Carolina_091415-804.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Carolina_091415-804.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><\/div><div id=\"slickGallery-nav\" class=\"tn-block-slider-wrap\"><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Rosie_Assoulin_FW15-80.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Rosie_Assoulin_FW15-80.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Reem_Acra-1311-2.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Reem_Acra-1311-2.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Oscar_Bridal_SS17_041516-319.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Oscar_Bridal_SS17_041516-319.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_Ovadia_and_Sons_020216-1356.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_Ovadia_and_Sons_020216-1356.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-1235.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-1235.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-858.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-858.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-551.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/NYFWM_OVADIA_071216-551.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Naeem_Bridal_SS17_041616-421.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Naeem_Bridal_SS17_041616-421.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Marchesa_Bridal_SS17_041316-733.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Marchesa_Bridal_SS17_041316-733.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Lela_Bridal_SS17_041416-996.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Lela_Bridal_SS17_041416-996.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/JMendel_Bridal_SS17_041216-562.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/JMendel_Bridal_SS17_041216-562.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Houghton_Bridal_SS17_041616-326.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Houghton_Bridal_SS17_041616-326.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Houghton_Bridal_SS17_041616-117.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Houghton_Bridal_SS17_041616-117.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_SS16_Selman_091015-352.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_SS16_Selman_091015-352.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><div data-thumb=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Carolina_091415-804.jpg\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Carolina_091415-804.jpg\" title=\"Photo by Alyssa Greenberg\"><div class=\"caption\">Photo by Alyssa Greenberg<\/div><\/div><\/div><\/div><script>\r\n\t\t\tjQuery(document).ready(function() {\r\n\t\t\t\tvar prev_arrow = \"<div class=\\\"tn-slider-prev tn-slider-nav\\\"><i class=\\\"fa fa-angle-double-left\\\"><\/i><\/div>\",\r\n\t\t\t\t\tnext_arrow = \"<div class=\\\"tn-slider-next tn-slider-nav\\\"><i 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{\r\n\t\t\t\t\tposition:relative;\r\n\t\t\t\t}\r\n\t\t\t\t#slickGallery .slick-slide:hover .caption {\r\n\t\t\t\t\topacity:0.7;\r\n\t\t\t\t}\r\n\t\t\t\t#slickGallery .slick-slide img,\r\n\t\t\t\t#slickGallery-nav .slick-slide img {\r\n\t\t\t\t\tmargin:0 auto;\r\n\t\t\t\t\tmax-height:600px;\r\n\t\t\t\t}\r\n\t\t\t\t#slickGallery-nav .slick-slide img {\r\n\t\t\t\t\tmax-height:200px;\r\n\t\t\t\t}\r\n\t\t\t\t#slickGallery-nav {\r\n\t\t\t\t\twidth:70%;\r\n\t\t\t\t\tmargin:0 auto;\r\n\t\t\t\t\tpadding:2em 0;\r\n\t\t\t\t\ttext-align:center;\r\n\t\t\t\t}\r\n\t\t\t\t#slickGallery-nav .tn-slider-prev {\r\n\t\t\t\t\tleft: -88px;\r\n\t\t\t\t}\r\n\t\t\t\t#slickGallery .tn-slider-prev {\r\n\t\t\t\t    left: 40px;\r\n\t\t\t\t}\r\n\t\t\t\t#slickGallery-nav .tn-slider-next {\r\n\t\t\t\t\tright: -88px;\r\n\t\t\t\t}\r\n\t\t\t\t#slickGallery .tn-slider-next {\r\n\t\t\t\t    right: 40px;\r\n\t\t\t\t}\r\n\t\t\t\t#slickGallery {\r\n\t\t\t\t\tborder-bottom:6px solid #000;\r\n\t\t\t\t\ttext-align:center;\r\n\t\t\t\t}\r\n\t\t\t\t.gallery {\r\n\t\t\t\t\tbackground:#222;\r\n\t\t\t\t}\r\n\t\t\t\t#slickGallery-nav .slick-slide {\r\n\t\t\t\t\tmargin:0 6px;\r\n\t\t\t\t\tcursor:pointer;\r\n\t\t\t\t}\r\n\t\t\t<\/style>\r\n\t\t\t\n<p>&nbsp;<\/p>\n<p>Alyssa Greenberg, who aptly refers to herself a \u201cphotojournalist of fashion,\u201d evolved from being a teenage pro who shot yearbook pictures of her classmates into one of the most irrepressibly innovative and brilliant photographers covering the New York fashion scene. \u00a0Her work has appeared in in H<em>arper\u2019s Bazaar, Forbes, T Magazine, Elle, Cosmopolitan, E! News, The Daily Front Row<\/em>, and The <em>Boston Globe<\/em>, and has been featured on NBC News, NBA.com and the banner of Instagram\u2019s Search\/Explore Tab.<\/p>\n<p>\u201cAs far as equipment is concerned, I\u2019m a Nikon shooter,\u201d says Greenberg. \u201cMy kit includes a <a href=\"https:\/\/www.adorama.com\/l\/Cameras\/Nikon~Digital-SLR-Cameras?sel=Model_Nikon-D810&amp;sf=Price&amp;term=nikon+d800\" target=\"_blank\">Nikon D800<\/a>, 16-35mm f\/2.8, 50mm f\/1.4, 24-70mm f\/2.8, and 70-300mm f\/4-5.6G Nikkor lenses, and a Nikon SB-910 flash, all packed in my Lowepro Pro Roller. I also keep 2 <a href=\"https:\/\/www.adorama.com\/ttlc15v2.html\" target=\"_blank\">Think Tank Photo Lens Changers<\/a> on a utility belt with my memory card wallet and extra batteries for easy access. My favorite lens for fashion\/runway work is the <a href=\"https:\/\/www.adorama.com\/searchsite\/default.aspx?searchinfo=24-70mm+f%2f2.8+nikkor\" target=\"_blank\">24-70mm f\/2.8 Nikkor<\/a>, closely followed by the <a href=\"https:\/\/www.adorama.com\/searchsite\/default.aspx?searchinfo=50mm+f%2f1.4+nikkor\" target=\"_blank\">50mm f\/1.4 Nikkor<\/a>, which is great for capturing backstage portraits with sharp in-focus details and soft backgrounds. A prime lens is also less obtrusive, which is great when you don\u2019t want to draw attention to yourself. I chose Nikon because of the file size and image quality, and also because Nikon products are reliable, and it\u2019s a brand I can trust. This lets me be in the moment, the event, and what I want to capture rather than the having to concentrate on the technical aspects. \u201d<\/p>\n<p>\u201cI think my work qualifies as fashion journalism, continues Greenberg, and I try to capture intimate moments that tell a unique story. Whether it\u2019s an event like fashion week or a portrait of a celebrity, my hope is to elicit come sort of emotional response from the viewer. I think this relates directly to the broad concept of photography as art. The summer before applying to college I took a class at the Art Institute of Boston, and it was then I realized that this was something I wanted as a career. Earlier when I shot high school yearbook pictures I wasn\u2019t really looking at it as a career\u2014I just loved to shoot. Part of my involvement with photography was growing up in a very creative household\u2014both my parents are in advertising, and I was exposed to the photo world at an early age and was fascinated and intrigued by it. My father was always bringing home photo books, and sharing the work he had created with me. Growing up I adored Annie Lebovitz\u2019s uncanny ability to combine storytelling and portraiture, whether it was a story she invented or simply captured. I was also inspired by Barry Feinstein\u2019s iconic 1966 photograph of Bob Dylan, wearing shades, sitting in a car smoking a cigarette while his fans, faces pressed against the car\u2019s side windows, gazed at him adoringly. To me, this tells a story of two worlds, one of the artist, the other the fans, separated by nothing more than a window. Feinstein\u2019s access to Dylan was vital in capturing such imagery. I try to take this approach in my photography during Fashion Week, using my access to share a part of the industry not usually seen by the people that buy clothing. \u201c<\/p>\n<p>\u201cPhotography is more than my career; it\u2019s how I view my life,\u201d Alyssa Greenberg affirms. \u201cIt\u2019s how I focus on what\u2019s important and forget the rest. This was brought home to me with savage intensity last September when I was diagnosed with Acanthamoeba Keratitis, a rare disease that affect the cornea of the eye, which I got from swimming in a lake with contacts. Fortunately, the disease only affected my right eye, which had been my shooting eye, so I trained my other eye to be my shooting eye and have now adapted to being visually impaired in one eye. Two cornea transplants later, I literally have a new outlook on photography. The fact that I am currently able to see out of only one eye makes my photographs more special to me. It\u2019s more than a moment captured\u2014the physical act of seeing means everything to me, and its something I treasure and will never take for granted. I know now more than ever that I am meant to be a photographer, and my unique \u2018eye\u2019 will capture photographs meant to be seen, and seen into, by others.\u201d<\/p>\n<p>What\u2019s it like to shoot Fashion Week? \u201cIt\u2019s chaos, but in the best possible way,\u201d Greenberg responds with a smile. \u201cIt\u2019s my busiest time of the year, and shooting 20 shows in one week is intense and very surreal at the same time.\u00a0 You\u2019re totally in the moment when you\u2019re shooting, and you don\u2019t really get to appreciate it at the time, but then you go back over your shots and get to appreciate those moments you got to experience in real life through your imagery. In other words, you get to experience them twice, each time in a different way. In a sense, you don\u2019t get to savor it while you\u2019re creating it but then ultimately you do. By the way, I don\u2019t do much post production enhancement\u2014maybe a little exposure, contrast and color tweaking\u2014<\/p>\n<p>I like to keep my images as realistic as when I saw and shot them.\u201d What makes Greenberg a successful photographer and an accomplished fashion journalist is something simple to state but extremely difficult to achieve\u2014she brings the viewer into the experience. And, like any great street photographer, she celebrates randomness and uses it as a creative element to create riveting and memorable images that rise to the level of fine art.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25161\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/16AW_SP_AGreenberg_Suede_NYC_May_2016__050316-887-min1-1024x683.jpg\" alt=\"16aw_sp_agreenberg_suede_nyc_may_2016__050316-887-min1\" width=\"1100\" height=\"734\" srcset=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/16AW_SP_AGreenberg_Suede_NYC_May_2016__050316-887-min1-1024x683.jpg 1024w, https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/16AW_SP_AGreenberg_Suede_NYC_May_2016__050316-887-min1-300x200.jpg 300w\" sizes=\"auto, (max-width: 1100px) 100vw, 1100px\" \/><\/p>\n<p>Girl in the \u2018hood? Created for PUMA Suede Sneakers it shows Kylie Jenner, celeb notable and known for appearing on Keeping Up With The Kardashians , in a casual pose in what looks like a seedy neighborhood, but the image also reveals that it was an artful creation carefully set up in a Brooklyn warehouse, and \u2018grunged up\u2019 by a graffiti artist. It\u2019s a peek behind the curtain of \u2018realistic\u2019 ad creations that rely on artifice.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-25162\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Carolina_091415-804-min1-684x1024.jpg\" alt=\"greenberg_carolina_091415-804-min1\" width=\"640\" height=\"958\" srcset=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Carolina_091415-804-min1-684x1024.jpg 684w, https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Carolina_091415-804-min1-200x300.jpg 200w, https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Carolina_091415-804-min1.jpg 1335w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>Here are all the girls in their \u2018looks\u2019 before they actually go out on the runway. It\u2019s a moment of anticipation that captures the authentic feeling of the experience, but Greenberg says. \u201cThis was a happy accident that resulted from a \u2018catch flash,\u2019 when somebody else\u2019s flash goes off at random. In this rare case it worked well because the light picked up the sheer fabric of the dress giving the whole image a distinctive feel.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25163\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Delpozo_091615-874-min1-1024x683.jpg\" alt=\"greenberg_delpozo_091615-874-min1\" width=\"1100\" height=\"734\" srcset=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Delpozo_091615-874-min1-1024x683.jpg 1024w, https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Delpozo_091615-874-min1-300x200.jpg 300w\" sizes=\"auto, (max-width: 1100px) 100vw, 1100px\" \/><\/p>\n<p>\u201cThis was shot at Fashion Week and I consider it one of the 5 top photos I\u2019ve ever created for my fashion portfolio. I love the line it creates going back, and the sky mirrored on the ground. You can hardly go wrong with a strong composition and great color, and it was nice to shoot outside for a change. This was taken outside one of the Pier 59 studios.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25164\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Prabal_091315-488-min1-1024x683.jpg\" alt=\"greenberg_prabal_091315-488-min1\" width=\"1000\" height=\"667\" srcset=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Prabal_091315-488-min1-1024x683.jpg 1024w, https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Prabal_091315-488-min1-300x200.jpg 300w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p>\u201cThis is an almost Norman Rockwellesque picture of what a fashion model has to go through to get ready for her moment in the spotlight\u2014hair makeup, nails, everything all at once in such a short timespan. It\u2019s another example of beautiful chaos and authenticity, because this is the way it really is\u2014the gritty pre-glamour behind all the glamour that\u2019s eventually on display.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25167\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Tommy_071316-269-min1-1024x684.jpg\" alt=\"greenberg_tommy_071316-269-min1\" width=\"1100\" height=\"734\" srcset=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Tommy_071316-269-min1-1024x684.jpg 1024w, https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Tommy_071316-269-min1-300x200.jpg 300w, https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Tommy_071316-269-min1.jpg 2000w\" sizes=\"auto, (max-width: 1100px) 100vw, 1100px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>\u201cI shot this picture at Men\u2019s Fashion Week in July and I love the tension between the everydayness and the extraordinariness of the image. It\u2019s kind of like my version of the famous Beatles Album cover. Note also there are some things that just happen to be on the street and don\u2019t quite fit in. I think this randomness is really what makes this picture special.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25168\" src=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Wang_091215-166-min1-1024x683.jpg\" alt=\"greenberg_wang_091215-166-min1\" width=\"1100\" height=\"734\" srcset=\"https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Wang_091215-166-min1-1024x683.jpg 1024w, https:\/\/www.adorama.com\/alc\/wp-content\/uploads\/2016\/09\/Greenberg_Wang_091215-166-min1-300x200.jpg 300w\" sizes=\"auto, (max-width: 1100px) 100vw, 1100px\" \/><\/p>\n<p>\u201cAlexander Wang is a famous fashion designer and this shot was taken at his 10<sup>th<\/sup> Anniversary Party. The main subject is renowned singer and performer Lady Gaga and the guy in black may be her bodyguard, Anyway, I snuck into the VIP lounge at the event just to get a picture of her, but I caused her to trip and fall when my flash went off. When she got up I immediately shot this rather unflattering picture of her, which I think captures her self-assuredness and vulnerability. She was not amused and gave me a look that said \u2018please leave\u2019 and I was kicked out of the VIP lounge\u2014but I got the shot I wanted.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alyssa Greenberg, who aptly refers to herself a \u201cphotojournalist of fashion,\u201d evolved from being a teenage pro who shot yearbook pictures of her classmates into one of the most irrepressibly innovative and brilliant photographers covering the New York fashion scene.  <\/p>\n","protected":false},"author":165,"featured_media":25169,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10714,10715,5],"tags":[13149,13119,13120,13114,5994,11487,13150],"class_list":["post-25160","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-photo-features","category-video","tag-alyssa-greenberg","tag-best-gear-to-shoot-fashion","tag-best-lenses-for-fashion-photography","tag-fashionweek","tag-meet-a-pro-5994","tag-new-york-fashion-week","tag-nikon-lenses"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>#FashionWeek: Behind the Scenes With Alyssa Greenberg - Adorama<\/title>\n<meta name=\"description\" content=\"Alyssa Greenberg, who aptly refers to herself a \u201cphotojournalist of fashion,\u201d evolved 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