The power of imagery is well known. Anyone who works in media or fashion will tell you that imagery can make or break a brand. The Nike ‘swoosh’ only means what it does because when we see it we immediately associate a set of images with it, usually of fast moving sports shot with camera work at foot level. In the world of fashion, plundering the past for a stylish image of the present is as old a trick as it gets. Then there are images which confront us, or challenge an expectation or assumption. Take a look at the examples below – some raised a rueful smile, others made me shudder.