At the heart of every brand campaign is high-impact imagery that communicates its message efficiently and powerfully through digital and printed media.
However, fashion photography comes in many forms from simple e-commerce product shots to seasonal lookbooks, branded campaign shoots, editorial fashion photography or something in between.
There are many moving parts to a successful shoot, from creative direction and moodboards to organising studio hire or locations, model casting, hair & beauty, fashion stylists, set and props — not to mention the photographer themselves. Finally, a fashion production agency is needed to project manage the shoot.
Mood, atmosphere and styling take an obvious priority. In most cases, there is an underlying story running through the shoot and the models need to enact their role to emote or convey the story. The whole or set of images are shot so as to create a powerful overall statement or mood. Most fashion magazines and editorial digital channels feature this style of photography.
Luxury fashion brands and collections often advertise their products using an elevated style of high fashion photography. A dedicated fashion photographer is needed to ensure the right aesthetic is achieved, and the creative aspects of the shoot are often highly stylised. The angles, poses and set builds can be exaggerated or fantastical. All elements of the shoot; model, wardrobe, styling, hair & makeup, lighting and location work together to create a flawless image.
From straightforward e-commerce product shots to seasonal lookbooks and big budget branded campaign shoots booking your shoot can seem like a daunting task, with so many moving parts to keep track of. Getting an experienced agency on board to handle fashion shoot production, assemble a team and manage a photographer is the best way to ensure you get the assets you need, on time and on budget.
Fashion photography comes in many variants. You may need simple e-commerce product shots, seasonal lookbooks, or full budget, branded campaign shoots, or something in between.
Work with your marketing, sales teams or senior management to identify their requirements from the fashion shoot. These maybe dependant on budgets, market position and seasonal cycles.
These tend to all fall into the categories of editorial, luxury advertising, product, location or campaign fashion photography.
Also known as packshots, this style of fashion photography is essential for anyone wanting to sell products online, from the biggest luxury brands and multi-brand retailers to the smallest startups. Keeping the style consistent and in line with the brand’s DNA is key, can really enhance the user’s experience. Models are usually more static and shot against a neutral studio backdrop. The ideal product photograph, is meant to communicate the texture, features, style and cut of the product. Specialist photographers and pack shot retouchers are often used for this type of shoot.
For a contemporary fashion brand, capturing product in a real-life setting is key to communicating their ethos. On a practical level, lifestyle photography not only shows how an item can be used in the real world, but can also be crucial in telling the story of why the product exists in the first place, how it’s made and how it feels to own it. Capturing these stories in evocative imagery is a direct and emotive way of communicating with your audience.
Once you know what type of shoot that you require, it then becomes important to identify what formats, dimensions and resolutions you need for the final assets.
It all depends on what you are doing with the final images. Are they for fashion editorial magazines, or blogs? Will they be blown up for billboards, or shown on the side of a buildings? Or maybe they will be only for social media or live digitally on your brands e-commerce website.
All these questions influence your asset deliverables.
Fashion photography is all about theme, mood, concept and story. What narrative do you want your finished photography to express?
To start the creative side of the brief, write a few paragraphs about how you see the overall shoot and the assets required by your brand. Simple mood-boards can help convey the scope and vision required for the project and will help focus everyone involved. Finally, be clear about your rough budgets and timelines of the project and deliverables.
The creative agency will then use this brief to create a more detailed treatment and create mood-boards that can be agreed upon for the shoot ahead along with identifying costs associated with, location, equipment, styling, hair & make-up and photographers.
Keeping track of shoot budget and timeline is essential and must be managed carefully. Detailed pre-production by the production team ensures that all the necessary personnel, equipment, space and time to deliver the project are factored in. On shoot day, delays of just a couple of hours can easily derail the whole day and lead to unexpected overtime charges or even failure to get the shots you need. Having an experienced, reliable and efficient production team makes all the difference.
Phase 1
The client’s needs
The client contacts the agency expressing their interest in arranging a photoshoot. They share their initial ideas and objectives for the project.
Phase 2
The initial chat
The client and agency have an informal chat. The client provides a brief overview of their ideas and objectives. The agency gains a deeper understanding of the client’s needs, including desired aesthetic, the shoot’s purpose, and budget.
Phase 3
Planning & pre-production
Following the consultation, the agency develops a comprehensive project proposal outlining the scope of work, resources, and deliverables. Upon approval, a contract is signed, the creative team starts working on the shoot’s concept, including mood boards and sketches. Location scouting and talent casting take place, and a pre-production meeting is conducted to finalise the shoot details.
Phase 4
Fashion shoot production
The actual day of the shoot arrives, and the team executes the pre-planned concept, capturing the images per the schedule and artistic direction set in the pre-production phase.
Phase 5
Post production & delivery
An agency gets involved in post-production which typically involves image selection, editing, and retouching. Once the agency has prepared the final images, they are presented to the client for review and approval. After any necessary adjustments, the agency delivers the final high-resolution images and other deliverables.
Here’s a list of typical questions and answers someone might have when considering hiring a fashion agency for campaign photography:
We offer a range of services including editorial fashion photography, high-end or luxury fashion photography, product photography, and lifestyle and location fashion photography.
We offer e-commerce web design and build services, so quite often we are asked to create website branded content and campaign photography to accompany a new site launch.
We work closely with your team to understand your brand’s DNA and create a photography brief that encapsulates your desired theme, mood, and story, ensuring the final images reflect your brand image.
Yes, we can handle all aspects of the fashion shoot, from creative direction and mood boards to organising studio hire, model casting, and coordinating hair, makeup, and fashion stylists.
This one is a biggy. Preparing and booking a fashion shoot is a comprehensive process that begins with the development of a concept. This initial stage is crucial as it sets the tone and theme of the shoot. Concept development involves creating mood boards, and selecting style references. Concurrently, budget planning is essential, including costs like photographer fees, model fees, location rental, wardrobe, makeup, hair styling, props, and post-production.
Once the concept and budget are in place, the next step is to assemble a team of professionals. This team typically includes photographers, models, stylists, makeup artists, hair stylists, and potentially assistants, lighting specialists, and digital technicians. Choosing the right location is also vital, as it should complement the shoot’s theme and accommodate logistical requirements. Model casting is another key aspect, where models are selected to represent the brand’s image and fit the shoot’s aesthetic.
In preparation for the shoot, wardrobe and styling decisions are made to align with the theme, involving collaborations with designers or brands for wardrobe selections. A detailed shoot plan is then created, including a timeline, a shot list, and specific instructions for the team, ensuring efficiency and clarity on the shoot day. Equipment and props need to be checked and readied, and legal agreements should be in place to cover image rights, usage, and payments.
Post-production follows the shoot, where the best images are selected for editing, retouching, and formatting for their intended use.
Finally, phew, the process concludes with the delivery of the final images and a post-shoot review. This review is an opportunity to gather feedback from the team and clients.
Managing the budget and timeline for a fashion shoot involves a balance of detailed pre-production planning and ongoing monitoring. For budget management, the key is to anticipate all potential expenses, including fees for photographers, models, and stylists, as well as costs for locations, wardrobe, and post-production.
Timeline management starts with creating a detailed schedule that outlines each stage of the shoot, from team assembly to the final shoot day. This schedule needs to factor in the availability of team members, location logistics, and any potential delays, such as weather issues for outdoor shoots.
During the shoot, it’s important to proactively manage both the budget and the timeline, quickly addressing any issues that arise.
This focused approach to managing both budget and timeline is key to the successful execution of fashion shoots, ensuring they are both financially viable and completed on time.
Yes, depending on your product and fashion campaign goals, we can employ various styles such as editorial, luxury, product-focused, or lifestyle photography to best showcase your items.
We consider the fashion campaign’s theme and your brand’s aesthetics to select models and locations that enhance the overall impact of the photography.
We are normally heavily guided by the client and the brief.
Yes, we offer comprehensive post-production services to ensure the final images are polished and align with your brand’s standards.
We collaborate with your marketing and sales teams to understand your specific requirements and ensure the photographs align with your marketing strategies and channels.
Turnaround time varies based on the project’s complexity and scope. We can provide a more accurate timeline after understanding your specific needs.
Based in Irvine, California, Michèle Victoria (M&V) is a creative agency used to providing bespoke solutions for the fashion and lifestyle industries.
We cater to clients from innovative start-ups to global luxury brands, and create beautiful photography and creative content, making sure your fashion photography shoot resonates with your audience. Discover more about our services here.
Think of Michèle Victoria (M&V) as your content partner.
Contact