When Styling Becomes a Story

stylingfashion

21 May

“It is not just about selecting outfits and choosing models, but it is about telling a story behind it and this is when the best pieces of the clothing collection are exposed and they become the face of the brand.”

Editorial photoshoots for campaigns are one of my favourite styling project because you get to work with your creativity and you get involved in some serious styling – it is not just about selecting outfits and choosing models, but it is about telling a story behind it and this is when the best pieces of the clothing collection are exposed and they become the face of the brand. Styling has got to be done according to the message the brand wants to portray, and normally the story behind it is dictated by the owner of the brand or the marketing campaign, but as a stylist you must adhere to that story and come up with ideas on props and location to use.

I have done quite a lot of editorial work in a studio but I find outside location a lot better – I remember one of my favourite was inspired in ‘Alice in Wonderland’ and that was a serious challenge to find all the props needed for that shoot, but it was so creative and got me so involved that I set up with the photographer many different scenario in the studio, to keep the audience entertained and astonished at the same time. The collection was then shot using the relevant sets and the turnout was amazing. Sometimes you don’t need as much as you think, I remember one set was simply a table with a nice tablecloth touching the floor, vintage padded chairs, a tea set, a couple of roses on the table and an old radio was showing in the back with some old speakers on it – as simple as that, because even though it is a campaign and you need to tell a story, the piece of clothing still needs to be the centrepiece and should never be put in second place by the props. The model was standing on one side of the chair, her hand was placed on the back of the chair and with an austere, confident look she was reflecting her place in the world – the relevant caption was then incorporated in the picture.

Another set was a green vintage padded couch, a side table next to it with an old telephone, roses and game cards scattered on the floor; one model was sat on the couch and the other was sat on the armrest , both playing cards with a deceiving, playful look on their face.

Do you see where I am getting at? Editorials are there to tell the story behind the collection, the inspiration and drives of the designer whilst selecting designs and choosing fabrics. They are a lot more than a standard photoshoot, they are a piece of artwork and they are created to inspire and make the audience contemplate and admire the clothing pieces.

Now, who wants to know about editorial location shoot with the challenging British weather? Hahaha! Follow me on my next post!