The Photography Boom: How the lens is leading today’s art market
Photography has long lived in the shadows of painting and sculpture within the art world hierarchy, but this narrative is now shifting. Once considered peripheral, photographic works are increasingly commanding attention from collectors, institutions, and market analysts alike. Recent market data reveals a striking trend: photographs priced under $5,000 have jumped 36% in value over the past year, while the broader art market experienced a 12% decline. This shift signals a recalibration and emphasizes that photography is no longer an afterthought; it is a smart entry point for new collectors and a compelling category for seasoned investors. Leading this charge are vibrant fairs like Photo London at Somerset House and Paris Photo at the Grand Palais, which have become essential platforms for both emerging and established photographic talent.
Photo London continues to cement its role as the UK’s premier photography fair. This year’s edition buzzed with curatorial ambition and commercial success, drawing major galleries and collectors from around the world. Among my highlights, Niccolò Montesi represented by Bendana Pinel Gallery stood out for his richly composed, almost cinematic works that blur the line between staged narrative and documentary realism. His keen eye for urban atmospheres and subtle emotional cues captivated collectors seeking depth beyond surface aesthetics.
Also present at Photo London was Venezuelan-born artist Lucia Pizzani, represented by Victoria Law Projects. Her process-based images blend ecological awareness, feminist undertones, and material experimentation drew significant attention. Her large-format prints echoed both botanical studies and body landscapes and proved to be a magnet for curators and private buyers alike.
Russian-born, Paris-based photographer Vlad Zorin has yet to make his debut at the major photography fairs but it’s only a matter of time before he does. His work, which explores queer youth through provocative and erotically charged imagery, is as aesthetically striking as it is emotionally resonant and politically urgent in today’s climate. With prices still largely under the $10,000 mark, Zorin’s photographs hit the sweet spot between quality and accessibility - an increasingly rare combination in the current market.
As the traditional art market faces uncertainty, photography is carving out a space of dynamism and resilience. With strong platforms like Photo London and Paris Photo leading the way and with artists like Montesi, Pizzani, and Zorin pushing the medium forward, photography is no longer a niche. It is a market and a moment collectors can no longer afford to overlook.
