Photographing Fashion

Once you have established a working image library, whether traditional or digital, your focus should shift from collection to analysi

Analysis will allow you to learn from other photographers and build your knowledge of different techniques and methods, from lighting, prop use, posing, hair and make-up effects, to post production results. Consider these points when making your observations, adding in notes on how images make you feel on an emotional level.

In the analysis stage, you will be entering a crucial learning period where you can determine not only what you prefer aesthetically, but also how the practitioner has achieved these results.

GENRES OF FASHION PHOTOGRAPHY

Our first division is simple – dividing fashion photography into two genres, editorial and commercial.

Editorial fashion photography
Editorial fashion photography is defined by its context – broadly speaking, it is artistic, experimental, cutting-edge photography where the photographer aims to show the extent of his or her creative skill by producing a ‘story’ for a magazine. These are usually one-off, made exclusively for one magazine, with the tone of the photography and choice of garments made to reflect the ethos of the publication. The primary aim of editorial is to promote the work of those involved in its creation. It is not usually driven by big budgets, but more the desire to create an artistic series, with the magazine acting as the viewing platform.

Commercial fashion photography
In contrast to editorial photography, commercial work is how most fashion photographers make their living. Commercial work is varied and can range from basic catalogue work to high-end couture campaigns. The primary aim of commercial work is to promote fashion brands – whether they be clothing, accessories, footwear, bags, jewellery or fashion-related products like cosmetics or fragrances. Payment comes direct from the brand or designer and allows them to have majority creative control of the shoot. Commercial photography is placed in magazines, on billboards, online shops, web banners, train stations, point of sale posters – wherever the brand decides it can aid sales of their product. Payment for commercial photography can be either a flat fee for services, or based on the usage of the image (i.e. where, and for how long). For larger campaigns, it is often a combination of a day-rate, alongside a usage fee.

Sub-genres of editorial fashion photography
Beauty photography
Studio-based conceptual photography
Location-based conceptual photography
Straight-up style fashion photography
Street photography/street style

Sub-genres of commercial fashion photography
Catalogue
Product cut-outs
Look-book (designer catalogue)
Campaign
Online promotional images
Fashion events

Beauty photography
Beauty photography is often bundled in with fashion photography, as they share similar aesthetic styles, concept development techniques, and teams (model, make-up artist, stylist). Beauty photography differs in its focus – while fashion photography focuses on garments and head-to-toe looks, beauty is heavily influenced by the use of hair and make-up, and featured fashion is generally limited to pieces which support the concept, and this is predominantly jeweller