How To Create A Fashion Editorial
I was recently asked by a client to shoot a cover editorial feature for Teen Look Magazine. Being a summer issue, I felt it was important to incorporate the summer season in some way! So came the big decision of where to shoot. Do I create a summer look in the studio, or do I choose an outdoor location? I decided on the later, and wanted to try something a little bit different from my normal studio setup. I would challenge myself to shoot in my backyard!
Now, the thing about my backyard is that it is VERY small, and it’s new which means it doesn’t have a lot of character. So right away I knew this would be a challenge… but I believed it to be possible. The other nice thing about shooting in my backyard, is access to a place to change, and a bathroom! Both of which can be hard to come by during Covid.
The location is now decided and it was a matter of putting a plan in place to make it happen. Here’s how to do it!
Model - Gabrielle Bonogofski of Edge Agency, Makeup Artist - Lisa Hallam, Hair Styling - Olivia Varga, Wardrobe - Larvana, Photography and Styling - Nicole Romanoff
Let the brainstorming begin!
First, I think it’s important we understand what a fashion editorial is. When you think of editorial, think story. Therefore we are putting together a fashion story. I like to think of the concept as the road map for the editorial. This will guide the casting, the creative team, the styling, posing, it’s everything! Whenever I begin brainstorming concepts, I refer to my saved instagram posts and curated Pinterest boards for shoot ideas. I also reference current trends, magazine editorials, photographers that I’m inspired by, websites such as trendhunter.com, vogue.com. Once I have a few ideas in mind, I go back into Pinterest and I begin collecting ideas under that theme.
It’s helpful to create categories in the Pinterest board that include topics like hair, makeup, styling, posing, treatment, and layout. Having it this planned out will make it really easy to communicate to each team member, and it will keep you on track during the shoot.
Find a team
Once the theme is set for the shoot, the next step is pulling your creative team together. When selecting a creative team it’s important to view portfolios, and style to make sure they’re the right fit. It’s often a good practice to work with different team members. You’ll learn from everyone you work with, and you’ll see who you work best with.
Hunt for wardrobe
Depending if it’s a fashion editorial, the focus is the fashion. But if it’s a beauty editorial the focus is on the makeup and hair. If it’s a fashion editorial plan on shooting five to ten looks, and for a beauty editorial plan on preparing 3-5 looks.
When looking for wardrobe it’s always best to search for designer pieces. If it’s a major printed publication it will need to be designer, but if it’s a smaller publication you can plan on using more vintage, and mid level brands for the shoot.
If you have a stylist working with you, they may already have relationships with the designers and boutiques which makes it easy borrow clothing.
Location, location, location!
Having the perfect location will tie all the parts together. This is the canvas that the work of art will be showcased on. When I look for a location, I look for what the light will be at that time of day and ask myself ‘how I can I light this to look its best’. I will also take a photo on my phone to see how the composition will be, and if I think it will work. For this particular backyard shoot, I had around 10 spots planned out and ready to pull out of my back pocket.
Add elements
Using props adds a whole new element to the shoot. It can also be fun for the model to play with when posing, allowing them to really put themselves into character, and gives them something to either sit on, or pose their hands with.
When I look for props, ask yourself ‘does it suit the story?’, ‘does it make sense?’, ‘does it add?’.
I often visit thrift stores, HomeSense, and check kijiji and Buy and Sell pages on Facebook to see if there might be something that could potentially work for the shoot.
Prepare posing inspiration
For every single shoot I do, I have a Pinterest board started with posing ideas saved. As the photographer I need to have a vision for what I see the editorial looking like, and I also need to feel prepared and inspired to direct. Before and during the shoot I will reference the Pinterest board of saved ideas, and show the model to help give them an idea of the look and feel for the shoot. This can also be conveyed via a mood board on set.
Image selecting
Now that the shoot is complete and in the bag.. it’s time to go through and select the top images for the editorial. Here’s my process:
Do an initial pass of the images in your editing program (I use Capture One mostly, but I also use Lightroom from time to time).
Check the images you like for sharpness, select them for the first short list by using the staring method (I use 1 for my initial short list).
Go through shortlist, and select top 3 from each outfit or look (I star 2 or higher).
Start putting together an initial layout of the images. Select images that are tighter shots, full length, and 3/4 length.
Keep switching out images until the layout feels right. Make sure not to have too similar of a pose or composition next to each other.
Finalize 1 image from each look, and begin editing!
This is essentially my process for planning an editorial. A top tip is to do your research on the publication it will be featured in. Make sure that the look and aesthetic of the magazine is represented in the magazine.