Guide to Fashion Photography – What is Fashion Photography?

Defining Fashion and Advertising Photography

Fashion photographers like me are responsible for how clothing is presented in advertising campaigns, catalogues and fashion magazines. They work closely with designers and fashion houses to ensure they are portraying the desired image for the brand. I work in studios or shoot campaigns on location.

“Fashion photography” centers around “showcasing apparel” and “style-related products” in the most captivating manner. Leading “fashion and advertising photographers” often set these items in “trendy settings” or portray “models” in dynamic, almost theatrical poses. Why? To weave a narrative around the “brand identity”, making it a must-have for “fashion enthusiasts”. This style of photography seamlessly integrates with genres like “portrait photography”, “product photography”, and even “fine art photography”. The true genius of a fashion photographer, especially in advertising, lies in their ability to convey a “brand’s story” and create market appeal.

Exploring the Diverse Styles in Fashion and Advertising Photography

Given that “fashion and advertising photography” isn’t confined to a single aesthetic, it’s beneficial to recognize its diverse “photography styles”. These styles serve to present fashion items in unique contexts, aligning with the “brand messaging” and catering to “target audiences”. By understanding these styles, brands can ensure their “ad campaigns” and “editorial shoots” resonate with potential buyers.

Here are some of the biggest and most common ones.

Editorial Fashion Photography

Editorial fashion photography can be similar to lifestyle photography and will often include aspirational content. This type of photography can convey a message about a product or a brand, provide a narrative, or illustrate a current trend in the industry.

In other words, editorial fashion photographs look at the model in an environment other than a studio. It’s about showcasing a lifestyle – where styling is everything.

High Fashion Photography

You’ll often find this type of photography on single-page magazine advertisements, billboard campaigns, high-end books – perhaps even a fine art exhibition.

Their primary purpose?

Grab the attention of the viewer! High fashion shoots are generally highly stylized, with avant-garde poses and over-the-top outfits.

It’s also the type of photography where you can kiss reality goodbye and get as wild and freaky as you’d like. Because with high fashion photography, you’re not just selling a fashion item; you’re selling the creative vision that a fashion shoot brings.

Catalogue Photos

Catalogue photographs are all about shooting ordinary people in fashion items. These types of fashion shoots aim to show the clothing neutrally. This means these shots are usually shot in a studio with a neutral background, so there’s nothing that distracts the viewers from what they should notice – the clothing! A catalogue fashion shoot shows the fashion items clearly and attractively so the viewers can see how they look and fit before they buy.

Street Fashion Photography

This type of fashion photography is gaining more and more popularity and no doubt you’ve seen these types of images on Instagram and other social media channels. Street-style photos are shot on location in everyday environments. They’re all about the real world; what are people wearing and how are they styling it – that’s what you’re showing. In these shoots, the model blends in with those around them. They’re in their natural element instead of a stylized and perfect world.

Camera equipment used for fashion photography

Like any other photo shoot, there will be a lot of nice equipment, including fashion photography. The important part is keeping it simple and fitting to your experience level.

Rumour has it that the best way to start shooting fashion is to shoot with one camera, one lens, and one light.

Why so simple?

Starting with a simple equipment setup in any photography will help you learn the ropes fast. Once you’ve built up your style and know what you’re going for, you can easily add the necessary equipment. Especially in the world of fashion, as this is one of the most variable types of photography. Get your complete overview of the equipment you need for fashion photography.

Correct settings

Magic camera settings that will make the perfect fashion photographs for you – (however lovely it would be) don’t exist. Luckily, there does exist a camera setting that’ll meet you at least halfway.

Overall, it would be best if you always shot in RAW. Shooting in RAW will store more photographic data in the image and give you more ‘play’ in post-processing.

If you’re doing a basic studio shoot, where everything needs to be sharp and in focus, you can try these settings and then adjust from there:

• Aperture: 7.1 or 8
• Shutter speed: around 160
• ISO: 160 to 200

Shooting Mode

The first thing you must do is get out of Auto mode. For fashion photography, you want to be in full Manual mode to give you more control and consistency to your shots.

Shutter Speed

Depending on your lighting, you’ll need different shutter speeds.

However, you generally want to use a shutter speed faster than 1/100th to avoid any hand-shake. However, if you’re using flash, you shouldn’t go faster than 1/200th of a second.

Are you planning to catch some motion? In that case, the ideal shutter speed for your fashion photography will depend on how fast the action being photographed is.

Aperture

You need to control the aperture to ensure an excellent shallow depth of field. Having a shallow depth of field directs the viewers’ attention to the focal point as everything else blurs.

While you’re shooting, remember that you need to check your focus to ensure it’s on your subject. The aperture will be determined automatically by your camera.

ISO

Aiming for a higher ISO will make you more light-sensitive and increase grain appearance. In contrast, a lower ISO will have less of both. To avoid grain appearance, set your ISO as low as possible – preferably somewhere between 100 and 200. You can push the ISO higher if the light is low. Keep in mind, though, that different cameras will handle grain differently. An ISO of 800 in one camera may look clear, while in another camera, an ISO of 800 may be very grainy.

As you get more experienced, you don’t have to follow these strict guidelines – you can always experiment with your camera settings to fit your shooting needs.

6 Tips to get started with fashion photography

The fashion industry is one of those industries where you need a lot of skill and sass. It’s a challenging industry to get into. So, we’ve listed some of the essentials you need to consider when starting as a fashion photographer.

1. Prep stage

Familiar with the phrase, “By failing to prepare, you are preparing to fail,” or maybe “Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.”? I could keep going, but when some of the greats (yes, I do classify Abraham Lincoln and Benjamin Franklin as the greats, excuse me) emphasize the importance of preparation – you ought to listen. And when it comes to fashion photography, I’d say they hit the nail.

Being too prepared is not a thing. You must prepare everything from camera equipment and settings to outfits and locations. Before your shoot starts, imagine each phase of your fashion shoot and think about what you’ll need for each stage.

Something that’ll help you – a mood board (in filmmaking terms, you might know it as a storyboard). Then, start assembling your team, which entails models, stylists, hair and makeup artists, assistants, etc. Work out the necessary agreements and release forms and scout for a location that fits your concept.

2. Choose your model

The thought of working with models can seem terrifying, but you have to get used to it. As a fashion photographer, it’s part of your job. You know the expression, “just imagine them in their underwear.”, Well, lucky for you – most of the time, the models are actually in their underwear, which’ll make it easier. I’m kidding, of course! But models are just doing a job – the same as you, and they might be just as nervous as you (they are the ones in underwear, after all). So, give positive and constructive feedback and show the model your work so he/she knows what’s going on and how it looks. Also – always be mindful; in some ways, it’s your colleague, so be respectful and never touch the model without permission.

Finding your fashion models

You can find potential models for your fashion shoot in a few ways. Here, an online agency or by starting as an assistant to a fashion photographer. You could also look for models in online advertisements Facebook and Instagram are great platforms for this.

3. Try on different angles

Don’t limit yourself to only doing eye-level angles. Explore your environment and try different angles from which you can photograph your model. Remember the mood you’re trying to convey, as different camera angles will convey different moods. Each angle has pros and cons, so think about their effect on your viewers.

If you’re unsure about the different camera angles and what they can do for your image, discover our guide on 50+ camera angles.

Experiment with poses

Fashion photography separates from any other genre due to one main factor – you’re showcasing fashion, not the model!

That means you should always consider how to emphasize the fashion items in your images. So, do not obstruct the outfit’s details when you pose your subject. It’s your job as the photographer to make sure the viewers see the product’s selling point.

Use the outfits actively.

As your fashion pictures will be static, showing the outfits in their proper form can be challenging. The outfit can look stiff without any movement, which is not always a great look.

Think about creating movement in the fabric as much as possible. That could, for example, let the model run around – so the material flows in the air.

Use props to create a theme.

Props can often help create a coherent theme in your fashion shoot and work well for providing some context and adding dimension to your composition. Props are also handy if nothing significant happens in the frame to make it look more attractive.

4. Background & location

When doing fashion photographs, you should always be mindful of the background. It plays an essential role in your composition.

Imagine you’re showcasing Juicy Couture’s new pink tracksuit, choosing a pink background – not necessarily the best idea, as that will hide the clothing more than it will highlight it (see a big difference between hide and height). The background should also help guide the viewer’s attention to the models (hint! People will naturally follow lines and curves).

Similarly, you can use squares and rectangles to frame your model. People will naturally be drawn to the model when you put your subject in a “box” (not literally).

Let the model interact with the environment.

Rather than having your model stand around, get them to interact with their surroundings to create a more dynamic image. It will help make posing more natural and less awkward, as well as it can help create an exciting composition. If you ever find yourself in Rome around Piazza di Spagna, have your model sit on the stairs or lean against the handrail, as this will make them feel more relaxed and less posy. Of course, if you’re in Birmingham somewhere – I’m sure there are some stairs you can also use there.

Location vs studio

Location plays a significant role in the final product of your shoot. It might be a catalogue fashion shoot, where a studio might be perfect. However, suppose you want to experiment and be a bit more innovative. In that case, finding some exciting locations is a good idea. Whether that’s somewhere on an exotic island or a beautiful brick wall, both places are valid – it all depends on the atmosphere you’re trying to create.

Remember, it’s best to plan this. That way, you’re not wasting time during shooting day, and you have an idea of the photos you want to take.

5. Lighting

If there is one thing you need to know when getting into fashion photography – it’s lighting. From harshly lit summer beaches to studio shoots with strobes and colour gels, fashion photographers must master lighting techniques.

Most fashion photographs use very high-key lighting that minimizes shadows and contrasts. When low-key images are used, the shadows must be carefully controlled to flatter the model and the clothing.

Some standard lighting techniques include:

• Split and Hero lighting
• Loop lighting
• Butterfly and Clamshell lighting
• Rim lighting
• Flash and Ambient light

The above-listed lighting techniques are far from exhaustive but will, in many cases, be a good starting point. Explore many more lighting techniques in our guide on various lighting setups.

6. Composition & patterns

Suppose you’ve read this blog post carefully (collectively nodding*) and read the word composition once or thrice about now – there’s a reason for that. Composition is essential in any style or genre of photography. It allows the subjects and settings to look more exciting and professional than a random shot.

Composition is used to enhance the subject and guide the viewers’ attention. To make it just a tad more manageable, here are some valuable tips to help you take well-composed magazine-worthy photographs.

The rule of thirds

You might have heard or used this one before – it’s a classic. Its purpose is to provide the photographer with a creative guide that can help them connect with the viewer.

It entails dividing your frame (yes, you got it) into nine equal segments, with two horizontal lines and two vertical lines. The idea is to place your subject along these lines or at the points where they intersect. It’s a great way to draw attention to your subject.

Leading lines

Leading lines are a fantastic compositional technique that guides viewers’ eyes and creates a more harmonious and dynamic photograph. Leading lines can be almost anything – paths, roads, bridges, or natural elements like rivers or tree branches.

Framing

Using natural elements or objects in your scene to frame your subject can create a more immersive and engaging photograph. This technique draws the viewer’s attention to the subject and adds depth and context to the image.

Patterns

Patterns are repetitive elements in your composition that can create a visually pleasing and dynamic photograph. Whether it’s a pattern in the clothing, the background, or the way the model is posed, incorporating patterns can add interest and intrigue to your fashion photography.

Symmetry and balance

Creating a sense of symmetry and balance in your composition can create a harmonious and visually pleasing photograph. You can achieve symmetry through your subject’s placement, props or objects in the scene, or even post-processing techniques.

Experiment and practice

To become a successful fashion photographer, experiment and practice regularly. Try different techniques, styles, and approaches to see what works best for you. Don’t be afraid to make mistakes and learn from them.

Also, studying established fashion photographers’ work can provide valuable insights and inspiration. Look at fashion magazines, websites, and social media platforms to see what’s trending and what resonates with you.

Building a portfolio of your best work is essential for attracting clients and opportunities in the fashion industry. Consider collaborating with models, stylists, makeup artists, and other professionals to create stunning fashion photography projects that showcase your skills and creativity.

In conclusion, fashion photography is a dynamic and creative genre that offers endless possibilities for artistic expression. With the right equipment, knowledge, and practice, you can develop your unique style and make a name for yourself in the fashion industry. So grab your camera, gather your team, and start capturing the world of fashion through your lens!