I suppose, as a fashion designer, the appeal of this type of shoot is to focus completely on the clothing. With a blank faced, nearly inanimate model, very little attention is being stolen from your handiwork within the scene.
This theme also produces an interesting portrait-like effect; more static and “frozen in time” than most modern photography. Of course, an element of playfulness is always key to this approach as well.There's the Living Barbie approach...Unfortunately I was unable to find information (in English) on these great photos from the weird Russian photo site - DooDoo.ru:
And the much more common Baby Doll Approach.....
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Avril Lavigne shot for Prestige Magazine:
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The reigning queen of the Living Doll shoot; model Lily Cole.......
British Vogue shoot featuring Lady Gaga: