To photograph apparel is totally different to taking pictures of landscapes or other objects. As a clothing photographer, you are required to have a particular skill set, where you need to be able to understand movement as well as structure. You need to know at the end of the day exactly what your image is saying to the person looking at it.
A photographer of this kind may actually be working with the designers of the garments in question to create an image. In such cases, it's very important to have a firm understanding of what the designer envisions for the outcome of any images including their designs. It is key to bear in mind at all times the designer's aesthetic and brand image.
The very first thing to do is to know about the piece you are photographing. You would be using a completely different setting for a red carpet gown than you would for, say, active wear. This also includes the type of model you would use, the types of poses and expressions you would want and other factors.
Photography of apparel may be done in a studio or on location as is required or necessary for the particular item. The advantage of shooting in a studio is that the lighting can be controlled. Lighting is a huge component towards capturing the perfect shot, as it contributes to the best possible depiction of the outfit, which is exactly what the designer would want.
The advantage of shooting on location is that you can use a setting that helps to enhance what it is you are shooting. This works incredibly well for items of clothing that need the additional boost of environment to sell. This could be something like beachwear, which always looks more enticing when captured in a holiday style setting on a beach or by a pool, encouraging thoughts of lounging and relaxation on vacation. Active wear works best when seen 'in action', so the consumer can envision him or herself in the depicted setting.
That being said, not everything must be paired with an environment that matches its purpose. A good campaign will find clever and witty ways to stand out from the crowd by using juxtaposition. A particular garment could be depicted in a setting that is its polar opposite in order to make a statement.
You may not even be interested in doing photo shoots, but still want to photograph outfits in action. This means that runway photography may be your calling, which is a huge market considering the numerous runway events that happen throughout the year. You would be photographing from the pit. You would also need to take several shots of the same outfit to ensure you have a good set of options to choose from that depict the garment as best as possible.
Runway photography is incredibly important. It requires a special understanding of angles, movement and especially timing, as capturing the right moment on the runway is the first point of sale and attention for media and consumers alike. With the right set of skills, anyone taking picture can make an outfit look far more impressive than it actually might be. Having the right photography can be a determining factor in whether a designer is successful on the runway or not.
A photographer of this kind may actually be working with the designers of the garments in question to create an image. In such cases, it's very important to have a firm understanding of what the designer envisions for the outcome of any images including their designs. It is key to bear in mind at all times the designer's aesthetic and brand image.
The very first thing to do is to know about the piece you are photographing. You would be using a completely different setting for a red carpet gown than you would for, say, active wear. This also includes the type of model you would use, the types of poses and expressions you would want and other factors.
Photography of apparel may be done in a studio or on location as is required or necessary for the particular item. The advantage of shooting in a studio is that the lighting can be controlled. Lighting is a huge component towards capturing the perfect shot, as it contributes to the best possible depiction of the outfit, which is exactly what the designer would want.
The advantage of shooting on location is that you can use a setting that helps to enhance what it is you are shooting. This works incredibly well for items of clothing that need the additional boost of environment to sell. This could be something like beachwear, which always looks more enticing when captured in a holiday style setting on a beach or by a pool, encouraging thoughts of lounging and relaxation on vacation. Active wear works best when seen 'in action', so the consumer can envision him or herself in the depicted setting.
That being said, not everything must be paired with an environment that matches its purpose. A good campaign will find clever and witty ways to stand out from the crowd by using juxtaposition. A particular garment could be depicted in a setting that is its polar opposite in order to make a statement.
You may not even be interested in doing photo shoots, but still want to photograph outfits in action. This means that runway photography may be your calling, which is a huge market considering the numerous runway events that happen throughout the year. You would be photographing from the pit. You would also need to take several shots of the same outfit to ensure you have a good set of options to choose from that depict the garment as best as possible.
Runway photography is incredibly important. It requires a special understanding of angles, movement and especially timing, as capturing the right moment on the runway is the first point of sale and attention for media and consumers alike. With the right set of skills, anyone taking picture can make an outfit look far more impressive than it actually might be. Having the right photography can be a determining factor in whether a designer is successful on the runway or not.
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