If you haven’t noticed there has been a shift in advertising as of late. The new photography platform seeks to bring a female perspective to the advertising realm and top brands are paying attention. Take for example companies like Dove, Third Love, Aerie, Lively, Stitch Fix, and Parachute Home – campaigns that depict “real” women. What they want. What they need. They have all abandoned the standard model portrayal and staged production. This new focus and point of view is translating into year-over-year growth and a big shift in customer loyalty. Not to mention the intention is transforming who is standing behind the camera, too.