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# Seeing Past the Gimmick of 3D Photography
- URL: https://hyperallergic.com/seeing-past-the-gimmick-of-3d-photography/
- Published: 2013-01-07T15:15:25.000Z
- Updated: 2025-11-24T16:48:48.000Z
- Description: LOS ANGELES — 3D is experiencing a bit of a renaissance, what with 3D films and 3D GIFs becoming all the rage. Heck, you might count 3D printing into the mix, with printed cookies now possible. But I still long for a 3D practice that takes 3D past the simple fact of its three dimensions and gives us
- Author: AX Mina
- Tags: Opinion, #wp, #wp-post, #image-position-hidden, #Import 2025-11-24 06:51 (2012, 2013, part 1)

![chinamimicry](https://storage.ghost.io/c/51/f8/51f871d8-b6be-4a73-b958-0ca4fff0110a/content/images/hyperallergic-newspack-s3-amazonaws-com/uploads/2013/01/chinamimicry-e1357257351931.jpg)

(All images courtesy the artist, Matjaž Tančič)

LOS ANGELES — 3D is experiencing a bit of a renaissance, what with 3D films and [3D GIFs](http://www.tumblr.com/tagged/3d%20gifs?ref=hyperallergic.com) becoming all the rage. Heck, you might count 3D printing into the mix, with [printed cookies](https://hyperallergic.com/3d-printed-christmas-cookies/) now possible. But I still long for a 3D practice that takes 3D past the simple fact of its three dimensions and gives us a little more.

When I first stumbled upon [Slovenian photographer Matjaž Tančič](http://www.matjaztancic.com/?ref=hyperallergic.com)‘s 3D fashion photos, featuring skinny Chinese models next to Chinese architecture, I thought it was more of the same. But scrolling through them, I realized something about them worked. Formally, they’re quite good, but there’s a possible conceptual angle too. I was brought back to my explorations of China, from its classical buildings turned into tourist attractions to its age-old neighborhoods ready for bulldozing to the influx of new architecture from the West. The extremities of contemporary Chinese architecture, so often depicted as a [science fiction planet of glowing galaxy buildings and their replicas](https://hyperallergic.com/chinese-pirate-architects-copycat-zaha-hadids-new-complex/), can feel unreal at times.

I’m not sure how much I agree with [DesignBoom’s assessmen](http://www.designboom.com/art/3d-fashion-photography-in-china-mimicry-by-matjaz-tancic/?ref=hyperallergic.com)t, noting that “3D fashion photographs are a personal reflection, the models and the concept both represent the author himself: from living harmoniously with nature to taking on the aggressive game of the urban jungle.” But what I do see is an interesting way to take apply 3D photography to a subject that can seem so remote at times.

![Matjaz Tancic  3d fashion photography005](https://storage.ghost.io/c/51/f8/51f871d8-b6be-4a73-b958-0ca4fff0110a/content/images/hyperallergic-newspack-s3-amazonaws-com/uploads/2013/01/matjaz-tancic-3d-fashion-photography005-e1357291834261.jpg)

China’s rapidly expanding cities and architecture can really only be appreciated with a visit, but 3D photography can at least help these 2D images leap from the screen. As well, there’s a line to be drawn between the gimmicky, gee-whiz factor behind 3D and the gimmicky, gee-whiz factor of a lot of this flashy architecture. I hope Tančič and others follow this thread and push it further past fashion shoots. There’s potential with this idea.