Picture this! Some magic lighting, a beautiful bride and a handsome groom, standing staring emotionlessly at a camera. In ten years time what does this picture say about the happily in love couple on the happiest day of their lives? Actually what it says about them now is that they appreciate a current and popular expression of fashionable imagery. It isn't possible for them to say that they didn't know it was happening. Because something is fashionable doesn't make it good, or that it suits the outcome. We go out of our way to keep up with current trends, sometimes losing sight of what we are doing. There is a huge difference between creating a tome dedicated to fashionable imagery and telling the story of two people who got married and were fashionable. In 20 years time do these people look at the image of themselves staring soullessly back and say 'I remember being young and in love'? The trick is to balance the knowledge of people and photography with creativity and not link it to a passing trend. The secret is to make the moment important by photographing it well and then to educate your audience to seek that out. The success is in making it be fashionable to have really good photography, and not that really good photography is defined by fashions. So what does this mean with reference to Gen 2.0? It means that their longevity is based on recognising the fickle hand of Fashion that, in a day, swipes aside the flared, emotionless, strangely coloured image of two people staring meaninglessly straight ahead only to replace it with the next new big thing. It means that to survive the long haul this fashionation of wedding imagery must still be underpinned by damn good photography. Herein lies the meeting of generations. Where experience and fashionability get together to create an attractive product for brides and grooms that has power, emotions, beauty, and creativity married for the long haul. Cheers, Johannes