Fashion photography is a shooting genre whose main goal is not only to demonstrate fashionable clothes, but also to reflect the spirit and mood of modern lifestyle. Therefore, taking a selfie in a Dior dress is not fashion photography. But going out into the street and wearing a mask in this dress against the backdrop of a trash can is fashion. That is, fashion photography always has a central idea or message: it can be advertising, daring or provocative. But never a passing one.
In this material I will talk about types of shooting and show modern fashion trends. I’ll figure out how to pose for the camera (and how not to) and why a photographer makes a moodboard and selects references before shooting. Using my example, I will show you how to conduct a fashion shoot at home and edit a photo for your Instagram profile.
The material will be useful to marketers and SMM specialists who create content for brands, engage in modeling photography (or are just about to). It will also be useful for beginning fashion photographers and bloggers who want to diversify the visual content on their profile, having only a smartphone at hand.
Types of fashion shooting for Instagram
Before moving on to the practical side of the issue, let's understand the types of photography. If we are talking about Instagram, then we can identify several “genres” that are most common.
Lookbook
When an SMM specialist or marketer hears the word lookbook, he most likely imagines slender models on a gray background wearing branded clothing. And this is true: a classic lookbook is shot for potential buyers, so the background is usually discreet, and the models are posed so that the viewer can see the fabric and style.
Important : shooting all the brand’s clothes in the same style is a catalogue.
The purpose of the lookbook is to demonstrate the benefits of the purchase and photograph winning images of the collection . And it doesn’t always look classic, as in the example above. Look at how another Russian brand, OSTIN, approaches this:
Campaign
If a lookbook is built around demonstrating a new collection, then a campaign is an advertising campaign. If only a photographer and stylist can participate in the creation of a lookbook, then a whole arsenal of professionals takes part in the campaign.
The goal is to convey the main idea of the collection and tell a story. This needs to be done in a bright, unusual way to reflect the philosophy and manifesto of the brand . The photo should hook a person so that he goes to the profile and gets acquainted with the collection.
It’s like a bait that you fall for, and then you look at the pictures of the catalog or lookbook. The campaign also shows what a brand consumer should look like.
Take Balenciaga for example - check out their Instagram profile:
Balenciaga's profile is unusual and striking. Models are presented in random poses. The target audience is daring and young people who do not want to be like everyone else. Therefore, each photo stands out not only from the style of large competing brands, but even from the feed itself - the photographs compete with each other.
Another example of a creative approach is Gucci. This brand projects luxury and prosperity, but not in the classical sense, when everything around is “expensive and rich.” The elitism of the brand is in details and quality. Here is an example of a recent shoot in the style of the 60s: nature, rabbits and expensive bags.
Editorial
Open any fashion magazine - Vogue, Esquire, ELLE. The pictures on the spreads are the editorial: models in different poses and locations change their looks and accessories, and somewhere on the side the clothes they are wearing are listed.
Editorial is made not only for spreads, it can be used as illustrations for articles and special materials. Esquire or ELLE often do this when they interview a star and photograph her in branded clothing.
The goal of the editorial is to create a unified image based on brand products and come up with unexpected and striking combinations. This is the story of the unique vision of the team that shoots for publication.
In its pure form, editorial is rarely found on Instagram - it is more of a magazine shoot and is carried out once a month specifically for each issue. For example, in Vogue Russia the theme of the May issue is nature. In the profile this is mentioned only in a few posts:
Beauty
Not to be confused with selfie. Beauty photography is a portrait (face, neck, collarbones, hands, hair) that demonstrates cosmetics or jewelry.
Among the shooting genres, there are still snapshots - this is when models in classic underwear demonstrate physical parameters (angles: full face, profile, rear view, three-quarters and portraits) and model tests - posing, simple clothes and simplicity. These photographs are taken to show the model in action.
Main trends
The most fashionable representatives of the fair sex in 2021 focus on femininity and individuality. They carefully select every element of the image that will correspond to personal preferences, fashion trends and look harmonious with other components of the look.
Femininity
Current nude and pink shades will help to emphasize femininity and make the image romantic and fragile. Today they are trendy. The most delicate look can be achieved by using things made of lace and translucent fabrics.
Also in trend are unusual night dresses and various decorative elements. Ruffles, fringes, flounces, etc. will add romance to your outfit and make you the center of everyone's attention.
Denim
Denim clothing is an integral part of every fashionista's wardrobe. This is not the first season that denim products have been at the peak of popularity. In 2021, you can choose absolutely any denim item - everything is fashionable. If we talk about shades, stylists recommend purchasing denim in classic colors.
A special trend has become the denim total look, which is perfect for various everyday looks.
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Leather
Leather items are a basic item of women's wardrobe that are in great demand among fashionistas of all ages. Almost all components of the bow are made from leather: dresses, jackets, raincoats, handbags, shoes, trousers, etc. This season, the combination of rough leather and feminine elements (silk fabrics, lace, fringe, etc.) is popular.
Casual
Casual style has become the most popular among the fair sex living in cities. It involves a combination of clothing of different styles. Pleated and leather, dress and sneakers are quite normal for this style. In cool weather, leather biker jackets are in great demand.
Lovers of this style often want to decorate their image not only with things, but also with various tattoos on the body, which are very fashionable among young ladies.
Hair
The most trendy hair shade in 2021 is ash. It looks great paired with any outfit. If you look at the entire current palette, we can say with confidence that light colors are the most fashionable.
Blondes should take a closer look at platinum, pinkish and natural shades of blonde. For brunettes, caramel, plum, smoky chocolate and natural black are excellent options.
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The length of a stylish haircut can be any. However, short curls are slightly ahead of others in popularity. On trend: pixie, bob, bob, cascade and asymmetrical lines. The fashion for a shaved temple or back of the head is gaining momentum in the new season.
How to prepare for a shoot: why do you need a moodboard and what are references?
We got acquainted with the main genres and trends. It's time to move on to practice. At the heart of any shooting is an idea. It should resonate with the positioning and niche of the Instagram account. For example, I was shooting advertising for an energy drink brand. The target audience is young people, so we took party-style photos. The models were, accordingly, also teenagers - the target audience had to associate themselves with the heroes.
Remember: it’s not what a person wears that matters, but how it’s taken off.
Fashion photography is not about picking up a camera and shooting a model. A photo shoot is preceded by preparation, without which there is a chance to get shots without any idea . The basis of a high-quality photograph is to keep in mind the final result that should be obtained. To do this, the photographer looks for references and makes a mood board.
Moodboard and references
A moodboard is a collection of ideas, not in the form of text (although this is possible), but a visual set of elements for future shooting. These elements are called references. Typically, a moodboard is compiled from photographs, sketches and brief descriptions of them. The purpose of a mood board is to express the initial idea that the photographer is going to implement. The mood board also conveys the mood and aesthetics, shows the location, clothing, colors, props, and even uses stills from films. In general, everything that will help express the idea is added to it.
Finding references is specific work on future filming. You analyze what you like and what you don't. If the moodboard reflects an idea or mood, then the references show specific examples of how you want to shoot or what kind of squiggle you are going to put the model (or yourself in :-).
Checklist for muboard:
- Formulate the idea for the shoot. What problem do you want to reflect or maybe you are just going to make a stylish photo shoot from wardrobe items? If ideas don’t work, then you can use associative brainstorming.
- Decide on a color palette. You need to find 2-3 base colors that reflect the concept of the shoot. To do this, use Itten's color wheel or Adobe's color recognition service.
- Choose a location. This could be a room, street or studio. The choice must match the idea and color palette.
- Choose clothes, hairstyle, makeup. Here you can add the necessary props and accessories. Think practically: if you need to shoot about a writer, it's easier to use books than to look for a typewriter.
- Determine poses - find examples on Pinterest from other photo shoots or add stills from films where the characters are standing the way you want the models to be seen. I will tell you more about the rules of posing below.
- Design the material in any convenient graphic editor. This could be PhotoShop, Lightroom, PhotoScape or online image processing tools.
By the way, the best way to create a mood board is on Pinterest: you will have access to a huge amount of visuals and the ability to sort what you find into folders.
Here is an example of a mood board that I selected for practical shooting as an example for this article:
Shooting idea: take stylish photos without leaving home. Color palette: black, white and brown. Location: apartment. Clothing: designer items from your home wardrobe in a casual style. Props: table, chair, mirrors, plants and magazine pages on the walls. The poses were selected using Pinterest, and the board was designed there.
A ready-made moodboard is like a content plan that you always have at hand. If you make 10-15 moodboards, you can clearly plan the theme and style of your Instagram posts for several months in advance.
Signs of a trendy girl 2021
- Her entire image radiates charm, captivates with its beauty and looks seductive. A fashionable girl cannot go unnoticed.
- She never gets involved in conflicts and does not allow herself to be rude. Such a young lady has a good upbringing and keeps herself on the level.
- A fashionable girl closely follows changes in the fashion world. However, she is in no hurry to buy all the current items, but chooses only what suits her figure and the rest of her wardrobe.
- She doesn't have to completely replace her outfits with newer ones. She has skills that allow her to make old clothes look new.
- Previously, trendy girls moved through the streets with an important air. Now they should radiate warmth and friendliness. They are always friendly and do not skimp on their smile, which endears them to others. They never allow themselves to be excessively critical of other people, and take other people’s opinions into account, even if they do not coincide with their own.
- Most people think that a fashionable girl never has problems, because... she doesn't lose her positive attitude in any situation.
- She knows how and loves to travel, even if she does not have a lot of money.
- Stylish young ladies can be not only celebrities or wives of millionaires; they are often found among ordinary housewives. They are smart enough to live up to their status without the support of a rich husband.
- She has excellent taste and sense of style, which are used not only for creating bows. A fashionable girl is able to create a stylish, charming interior.
- She knows about all her shortcomings, which she easily turns into a highlight.
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How to do a fashion shoot for Instagram
Moodboard and reference search are the basis. For product photography, do not forget to use the flat rules, and to improve the quality of objects, make your own photo box. If you want to film yourself, and at home, then I have prepared a small practical guide. But first, three important things to remember during a photo shoot:
Light. If you shoot with your phone, remember: almost any smartphone model is capable of producing a good-quality photo only in good lighting conditions. Therefore, it is better to conduct a photo session by the window during the day. If you want to shoot in the evening, you will need to think about additional lighting. Lamps, lanterns, and RGB strips do this perfectly.
Camera settings. Trivial advice, but still: if you are not shooting in automatic mode, try not to overexpose the photo - a dark photo can always be edited, but it will not be so easy to work with an overexposed one.
And don't forget to wipe the lens 
Keep the final shot in mind. Simply put, focus on the reference that you selected before. You can move away from it, but if you have difficulty choosing a pose, then repeat the example from the reference. I do not like? Try a few options yourself.
Life hack: don’t delay the shooting. First, do everything you have planned, and only then can you get creative and shoot something random. This can also make for good content.
Props for shooting
According to the mood board, I picked things from my personal wardrobe and covered the wall with pages from magazines. The background is a white sheet nailed to the wall.
The shooting was carried out in early June, but the light let us down greatly: it was cloudy outside for a week. But diffused and soft lighting is not a hindrance, and the selected items will perfectly convey the mood outside the window.
For ease of shooting, you will need a tripod - I managed to buy it at FixPrice for 200 rubles. Set the camera settings to self-timer - 10 seconds is enough to return to the position and take a photo. You'll have to run a lot
So, the bow is assembled, a tripod is found, and there is a phone. I additionally used mirrors and indoor plants as props.
Here's what happened in 15 minutes of shooting (shot on iPhone 5s):
I took the poses from my moodboard as a guide, but sometimes deviated from them. I’ll tell you in more detail how to film so that it turns out well.
7 Posing Tips
The main thing: the body should not be pinched. You can turn on music in the background - it will be easier. Before shooting, go to the mirror and try to repeat the poses that you added to the mood board. Well, don’t forget about the basic rules:
- The raised knee should not point directly into the lens, nor should the bent arm.
- Do not create unnecessary folds on the neck - slightly extend the chin.
- Do not tuck your legs under you, under a chair or under a sofa. Turn around a little and pull them out to the side.
- Mom was right when she forced me to keep my back straight. But simply standing at attention is not enough. You need to turn slightly towards the lens, put your hand on your waist and only then stretch out. This way the frame will be more impressive.
- You should not lean all your weight on one part of your body. Especially on the arm, when it bends unnaturally - it seems that it is about to break, and the model in the frame will die from overexertion.
- When taking a portrait, we do not purse our lips and jaw; the face should be relaxed. If you can’t relax, massage your cheeks with your hand.
- Do not tuck your shoulders - this will make your neck appear visually disappear. Pull your shoulders back a little and, again, turn slightly three-quarters toward the camera.
Of course, there are a huge number of poses, and there is no point in talking about everything - it is often chosen based on the goals and objectives of the shooting. But we can highlight the basic rule: the pose emphasizes the beauty of the human body . In general, beauty does not create an ideal. Therefore, any picture can be assessed by asking yourself the question: “did it turn out aesthetically pleasing or not?” If yes, then we move on to the next stage - processing.
How to edit a photo from a phone: remove unnecessary things and adjust the color
I use two programs for my phone: I use Photoshop Fix to remove unnecessary details, and I use AirBrush to correct the light, use retouching and adjust the color.
Applications used:
- Photoshop Fix – Android, iOS.
- AirBrush – Android, iOS.
And now I’ll tell you in detail, using this photo as an example, what I did. First of all, it was necessary to remove the reflection of objects from the windowsill in the mirror. To do this, Photoshop Fix has a set of Healing tools: we will need spot healing brushes and patches. The first one creates point-by-point replacement of elements, automatically using the color from the nearest area, and the second one allows you to manually adjust the color. How it works - an example in the gif below:
Next, I load the image into the AirBrush application and select a filter. You can take any one you like. I chose Modern.
Next, we move on to adjusting the color, sharpness and adjusting the contrast. Now the background is darker and the model comes into the foreground.
The final effect is a prism, which is located in the “Tools” section. I use it to blur the environment to create a slight funnel effect around the model. Ready!
I processed the rest of the images using the same scheme: then you can look at the functions of the brushes and figure out the processing yourself. Here are useful articles that will come in handy:
- How to process photos online: 80+ tools for working with images
- How to work in Photoshop: a complete guide for beginners
- Actions: how to automate your work in Photoshop
- Photoshop for SMM-manager: the most necessary buttons
- Oh, blue orange! Color profiles in Photoshop: how to fix it if everything suddenly breaks?
- How to edit photos and videos for Instagram: 23 unusual applications
And here is the final result of processing the entire photo shoot:
Inspiration and How-to Videos: Who to Follow and Subscribe to
Instagram accounts for inspiration
- colorpalette.cinema – color palette of movie frames.
- sickymag is a fashion magazine with publications from various authors.
- vintage_vogue – vintage photographs from past issues of Vogue.
- plastik – art magazine, magical realism and irony.
- cbrmdrn – gallery of disgusting but talented. Not for everyone, but it will definitely make you wake up dormant parts of your brain for inspiration.
- cakemagazine is a stylish and frank fashion magazine with publications from various authors.
- Sintezia is a clear example of how to present your fashion brand to a shoe manufacturer.
- shootaesthetics – aesthetics in its purest form from photographers from all over the world.
- numeromagazine – account of the fashion magazine Numéro.
- nowherediary – cinematic aesthetics in photography.
YouTube channels for training
- Alexander Medvedev. Alexander talks about modern photography and visual culture. It will teach you to look, see and take good pictures.
- Yuri Ilyukhin. The channel of a commercial photographer who has been involved in food photography in recent years, and previously taught retouching in Photoshop. The channel has a huge number of useful videos.
- amlab.me. Channel of an online educational project for photographers. We regularly publish useful content about shooting for phones and styling on Instagram.
- re:Store Academy. Despite the fact that the channel is dedicated to Apple technology, here you can find a lot of useful information about color, video editing and professional mobile photography.
- World Fashion Channel: Here you can learn all about the latest fashion trends and watch the latest collections from leading brands.
- Liveclasses. If you are looking for specific master classes on photo processing, then pay attention to the playlists that talk about all manifestations of visual art.
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