"Photography is art, Fashion is art, and fashion photography is the art that combines them both - so it could only be this awesome."
If you’re a fashion lover - or may I say even addict - like I am, then I know you’re constantly falling in love with all the editorials you see when you open a fashion magazine, am I right? Whether it is the physical issue or the website, it’s almost impossible not to stop and take some time looking at all the different shapes, forms, colors, styling and accessories. There’s a lot to see and of course there’s a lot to learn from each one of them.
What’s the newest, trendiest look now? What are the professionals betting on for the next season and why? How can we style our clothes in order to look like we’re straight out of a fashion magazine? All of these questions can be answered if we just pay attention to every editorial we see - and all its not-so-small details. How the colors are matching, which pieces are set to be the hottest ones and much more can be learnt just by observing the pages - and I can’t think of a coolest way to learn something.
To create a fashion campaign is to find a way to present and show off a brand, a model, a photographer or any other professionals in the industry, and it may come in the form of a fashion editorial - or a fashion film, but that’s a different subject. And to do it it’s not always a simple task, as it requires a lot of research, brainstorming and most of all, a lot of time. The goal is to have the whole team on the same page when it comes to really making decisions about the concept and the final product, but never ignoring the personality and identity of the people behind it all. So it really needs a lot of thinking and planning and re-doing things. Happily, I can help you out with some tips that will cut that process a little shorter.
First things first, let’s focus on some things that cannot be forgotten when we’re trying to create something that will turn out to be as close as it can be to perfection. Those things include having a deep understanding of the concept behind the idea you’re selling, knowing the public to whom you’re selling as well as you can, and knowing how you want to impact them with your photos. What do you want to communicate? How do you plan on doing it? Is it viable and functional? Will the public understand it? If you have all of these answers, it’s time to take the final step and combine your scenery and your outfits and let the magic happen - let’s not forget that aesthetics are also a big deal. And now let’s get to the tips!
DON’T SKIP THE RESEARCH
The best way to make it work is if the whole team gets involved on this one. Let everyone take some time to do their own research on what’s new in the industry, what’s trending and what’s not, what’s popping up on TikTok lately and so on. That’s when the foundation is created so don’t rush it, things will go on a lot faster and easier if the research is perfectly done. Multiple brains think better than one so don’t try to do things all on your own, I’m sure the people on your team have great ideas - so imagine what a great result you’ll get when they’re all combined, making each other better and better!
IT’S TIME TO PUT YOUR CREATIVITY TO WORK
If the first step - research - is about finding out what you’re doing and what you’re working with, here is all about the how. How are you going to catch the eye of your target audience? How are you going to make your editorial stand out from all the other ones that are going to be in the same magazine? It’s time to have some more brainstorming sessions and keep an open mind - to think outside of the box might not be enough, so maybe toss it out. Let yourself be creative, original, bold. We’ve been seeing more of the same for years now, so we couldn’t be more ready to see something different. Remember, you’re making art and art should make people feel something. How are you planning to get into those feelings?
MAKE SURE YOU HAVE AN UNITED TEAM
We’re talking about some serious group work here, and even though it is work it doesn’t always have to feel like it. If you put the right people together, you’ll create something great and beautiful while also having a good time. Choose people that are not so different from you, that you can identify with while learning new things, people that you could have a conversation with out of the office. Truth is that having a nice, fun working space inspires people to work a lot better, so don’t take it for granted. Make sure your people are happy and not frustrated with how everything is going, ask for their opinion and take it into consideration. The final product has to make everyone satisfied, and some things are just as important as taking great pictures - a happy team always delivers something just a little better than an unhappy one.
CREATE A SCENERY YOU’D LIKE TO LIVE IN
I don’t think I have to tell anyone about how important it is to create a strong visual identity. It is a big deal for almost all things, but there’s nothing that screams identity as art does - and let me break it to you, you’re literally creating art. The chosen scenery will set up the whole aesthetic of the editorial, it is literally the place where it all starts and where it all happens. Once again, it’s not something that is worth rushing. Take all the needed time and invest some time - and patience - here. If you do it correctly, then the models will have an easier job while passing the right vibe - and it will make all your work look a lot better. Don’t underestimate the power of a great set!
AND FINALLY: GO ALL IN INTO THE PHOTOGRAPHY
And now we got into the final step of it all: taking the amazing pictures that are going to create the most beautiful editorial. Now it’s about getting the right angle and setting the right light and mood and there we go! Here, it mostly goes down to the photographer and the model, so they have to feel comfortable with each other - remember what I said about uniting the team? I can assure you that the people will be able to tell if the vibe is off, if the professionals there weren’t feeling so great. Photography is art, Fashion is art, and fashion photography is the art that combines them both - so it could only be this awesome. Give it the love and the appreciation it deserves, and I guarantee you’ll get that same love and appreciation back.