FASHION PHOTOGRAPHY

A complete guide to the tools and

By:
Michaella Hammersberg
INTRODUCTION
 Fashion photography is one of the most exciting and
competitive fields in photography
 Fashion is about beauty, energy and creativity.
 If your images make people stop and look at them
you will be successful in your industry.
 Creating good photographs isn’t just about the size
of your digital files, it is about the content in the
images.
 To be a good fashion photographer you need to
learn far more important things than the latest
technical developments.
EQUIPMENT
 Your equipment is important.
 Your camera, lenses, lighting and software
are the tools of your trade. You must know
how to use them to be successful.
 What the author uses:
 Medium format
 Large format
 Portable hard drive
 Photoshop
 Mac Computer
 General gadgets
 Filters
 Mono pod/ tripod
 Scissors
 Tape
 String
 Batteries/chargers
 Safety pins
 Location Lighting
 Mustbe portable and convenient
 Generally use a battery powered kit
 Studio Lighting
 There are two main types
 Monobolic flash heads that run on outlet power.
 Generators/flash heads.
TEAM BUILDING
 Every image taken is a combined effort between
the photographer and his/her team.
 Make-up, hair and styling will make or break your
image so having a crew for styling is your best
option to achieve your objectives.
 Fashion protocols
 Informal rules for acceptable ways of behaving and
dealing with people in the business.
 Casting for models
 Never give model indication that you will use them in the shoot
until you are certain.
 Features of the model should never be discussed in a
derogatory manner.
 Respect your model.
 Styling
 To photograph models at their best you must have a styling
team.
 Must give stylist precise instructions
 If planning on shooting on location make sure that styling is
done before arrival at shoot.
 Responsible for style and mood of entire photo shoot and
making that image come to life.
 Assistants
 Assistants are a vital part of a team
 Must have the right personality for the photo shoot
 Must be organized
 Must have knowledge in the photography field.
 Testing Models
 Gives models practice in front of the camera
 Is generally a trade off for photographers experience and
models portfolio images.
 Sourcing Models
 Model agencies, casting agencies etc.
 You must find the right model for the job (i.e. looks, attitude
etc.)
 Places to try
 Modelmayhem.com
 Net-model.com
 Onemodelplace.com
PRE-PRODUCTION
 Fashion photography is all about creating a fantasy.
 Organizing a fashion shoot
 Firstdecide why you are taking the images.
 Select model
 Research a studio or location for the images
 Get the equipment needed put together
 Find assistants
 Find a stylist
 Find people to do hair and make-up
 Set up the lighting
 Set up background
 What is the image being used for?
 Times of day to shoot
 Late Afternoon
 Late Morning
 Mid Morning
 Warmth in the shot
 Bright and crisp lighting
 Mid day
 Worst time
 Natural light
 Early morning
 Late afternoon
 Researching your ideas
 Take a look at fashion magazines to get inspiration.
 Get tear sheets from magazines.
 Select images that appeal to you and your style.
 Studio
 Photography is not about shooting it is about what you
are trying to create.
 There is no better shooting space than a studio space
with natural light streaming in on a sunny day.
 Outdoor locations
 Offerenormous possibilities for a photo shoot.
 When choosing a place to shoot you will need to keep in
mind how the outfit will look within the image itself.
 Indoor locations
 Must fit atmosphere of image.
 Can use location finding companies
 Preparing for a shoot
 Getting the clothing
 Have a purpose and a theme
 Have a story board
 Briefing
 What order will you shoot in?
LIGHTING
 Photography is all about lighting.
 There are many ways to light your fashion
images.
 Clean white backdrops
 Every fashion photographer needs to know how
to set up a clean white backdrop.
 Once set up you can light the subject any way
you would like.
 Studio Flash
 Total control over flashes
 Shooting in shade
 Today’s DSLR’s allow to shoot at higher ISO settings
without sacrificing much quality.
 Gives a slightly blue colored hue to image
 Check white balance
 Direct sunlight
 Can use as side light, front light or backlight.
 Can use a diffuser for a better look and tone in the
image.
 Front-lit sunlight
 Use only at beginning and end of the day.
 Side-lit sunlight
 Only use at beginning and end of day
 Back-lit sunlight
 Can give an eye catching and sometimes dramatic effect to your
images.
 Watch out for flare and silhouetting.
PRODUCTION
 Know your market.
 What is the purpose of this image going to be?
 How will it be used?
 E\What type of composition does the client like/want?
 Will you need to allow for text room?
 Day of shoot
 All garment pressing should have been done the previous
day.
 Be on time because if you are late it could mean loosing
light and ruining the shoot.
 Make-up artist should set up there kit and get to work.
 Stylist should make sure the clothing looks good.
 Take time to think about the shooting order.
 Types of fashion shoots
 Clients Direct
 Advertising
 Editorial
 Catalog
 Directing your model
 One of the most important parts of the photo shoot.
 Most important words are of encouragement as well as
enthusiasm.
 Avoid interrupting the shoot.
 If you want to have the model show the emotion you
want to see then they will have to feel it themselves.
POST PRODUCTION
 Photographers now need to know how to get the
best out of their work in Photoshop.
 Nip and tuck
 Used to make a garment more flattering.
 Quick selection tool
 New layer
 Liquefy filter
 Duplicate original layer
 Clone stamp tool
 Cosmetic Photoshop
 Healing brush
 Patch tool
 Last resort should be the clone stamp
MARKETING
 Fashion photography is a highly competitive business
therefore you need to know how to market well.
 It doesn’t matter how good of a photographer you are
if no one gets to see your prints.
 You can use model testing for companies as a way to
get your portfolio out there.
 Develop your individual style!
 Book appointments with people.
 Market yourself
 Directories
 Websites
 Z-cards
 Also known as comp cards
INSPIRATIONAL PHOTOGRAPHERS
 David Lachapelle
 Barry Lategan
 Perou
 Rankin