Fashion photography is a genre of photography that, in truth, goes beyond merely capturing images of clothing and accessories. The best fashion photographers know how to create compelling visual narratives that can influence consumer behaviour, set trends, and enhance their clients’ brand identity. The profession requires a deep understanding of aesthetics, an ability to tell a story through images, and a willingness to collaborate often with others in the fashion industry—which is what you should know if you’re considering a career as a fashion photographer.
At a glance, fashion photographers are responsible for producing images that showcase garments and other essentials in a creative and appealing light, evoking a desired mood or message. Their work can appear in magazines, advertisements, online platforms, and fashion campaigns. Through their hard work, fashion photographers play a vital role in bringing designers’ visions to life and shaping the public’s perception of fashion trends and the industry at large.
But how exactly do fashion photographers exactly achieve this? Perhaps understanding what they do in a typical day can provide you with some insight into what it takes to thrive in this exciting and highly competitive field.
1) A Fashion Photographer’s Work Starts Before the Actual Photo Shoot
Even before fashion photographers take their photos, their work has already begun. Well before the day of a photo shoot, a fashion photographer must research current trends and conceptualise mood boards that align with the shoot’s theme and the stylist’s or designer’s vision. This research phase involves studying fashion magazines, online portfolios, and social media to gather inspiration and make sense of current fashion trends.
Scouting the perfect location is another essential task for fashion photographers. They may look for venues like a city street with enough space to take photos of models in streetwear, or a beach or lake to shoot photos for a new swimwear line. It also normally falls under their responsibility to book a studio space.
If they have their own studio, a fashion photographer may arrange for the shoot to take place there. Alternatively, they can rent a London photography studio or other similar location that can accommodate them and their team in terms of space and equipment. Regardless of the fashion shoot location, each one will require careful consideration of lighting, background, logistics, and other related aspects.
In addition, fashion photographers must ensure they have all the necessary equipment, from cameras and lenses to lighting and props, so that everything is in place for a seamless and efficient shoot. This includes double-checking the functionality of all gear, packing backups, and organising equipment and props for easy access during the shoot. Ideally, the photographer is well-prepared, can quickly adapt to unexpected changes, and is a master of getting things done even if they’re pressed for time.
2) Fashion Photographers Need to Be Effective Communicators
Before a shoot, a fashion photographer is in charge of briefing models and other staff on the concept of the shoot and its desired outcomes. This involves discussing the mood board, explaining the shoot’s narrative, and sharing any specific poses or expressions that need to be captured on camera.
It’s also the photographer’s job to help models feel at ease by creating a comfortable and professional atmosphere to work in. This rapport is often what leads to more natural and dynamic shots.
During the shoot, a photographer will direct the models they’re working with, guiding them through poses and expressions that best capture the intended look and feel of the project. This requires a balance of giving clear instructions and allowing the models to bring their own creativity and personality to the shoot. On top of communicating their intentions, a fashion photographer must also practise active listening, factoring in the models’ input and making key adjustments to achieve the best results.
3) Fashion Photographers Are Always Collaborating with Stylists and Designers
A day in the life of a fashion photographer also involves a lot of collaborative work. Fashion photographers work closely with stylists and designers to learn about their respective visions and translate them into something eye-catching and original. A fashion photographer must expect to constantly be busy coordinating with the styling team to ensure outfits, accessories, and makeup are on point. Their day may also include meetings to discuss a shoot’s theme, colour schemes to be used all throughout, and action points for achieving an overall aesthetic.
The synergy between the photographer and the creative team is also crucial in producing a cohesive and visually stunning result. Above all, a fashion photographer needs to be able to grasp the story behind the collection, its inspiration, and the message that the designer or brand wants to convey. Everyone will work closely together to create cohesive looks, which will involve a constant exchange of ideas and feedback.
4) Fashion Photographers Dedicate Time to Edit Their Works
Post-shoot, the work of a fashion photographer is far from over. Editing is a crucial phase where the best images are selected and refined. The photographer often has to sift through hundreds of shots to choose the ones that best capture the shoot’s essence. Using advanced post-processing techniques, photographers enhance colours, retouch skin, and adjust lighting to make sure that the final photos are of the highest quality.
The post-processing step requires both technical skill and artistic vision to maintain the integrity and impact of the original shot. Often, fashion photographers spend hours perfecting each image and getting it to a particular standard before submitting the final outputs to clients or publications.
A day in the life of a fashion photographer will require them to exercise a blend of creativity, technical skill, and discipline to get the work done. The challenges are many, but the rewards are immense—from seeing one’s work published in prestigious magazines to being an inextricable part of one’s local fashion scene. An aspiring fashion photographer should know that this work is serious business, but that it also proffers some of the best opportunities to develop in the craft and meet some of the best creative minds.
