Crack the fashion industry in 10 easy steps
Breaking into fashion photography, to find yourself shooting campaigns for the biggest labels in the world, travelling to exotic locations, takes an inordinate amount of skill, tenacity, luck and great timing. The tips below are just ten things to consider as you scale the fashion photography ladder.
1. Get a camera in your hand
It is always good idea to have a complete understanding of your tools before you set out to use them, and a camera is no different. Don’t get hung up on gear. The best camera to use is the one in your hands. You should know this camera inside out, so stop worrying about the tool and start challenging yourself with the creative considerations of fashion photography.
2. Keep it simple
Don’t over-do things by trying to combine a lot of ideas and technical tricks. Instead, focus on a simple emotion or expression and use natural light. If indoors, make the most of window light and turn off any artificial room lights as these will give your images unwanted and unflattering colour casts. If you’re outdoors, it’s best to avoid direct sunlight, especially in the middle of the day when the sun is directly overhead. Rather, try working in the shade as the light is much softer and more forgiving on blemishes and uneven skin.
3. Start at home
When starting out, ensure you are realistic with the goals you set out to achieve. Rather than referencing an editorial from Italian Vogue with a supermodel wearing Prada in Vienna on a $200,000 production budget, try shooting an attractive friend in her own clothes with little to no makeup and messy hair in a house using what available light comes in from the windows. For the cost of a bunch of flowers and a bottle of wine, most friends will gladly lend you their house.
4. Create, rather than document
Fashion photography is about creating, and therefore requires some forethought before picking up the camera. Instead of just going out and pointing your camera on rapid fire at a model on the street, try create a brief or find some references for realisation of exactly what it is you want to achieve.
This material can be very helpful to show your subject and/or team before the shoot so everyone knows what you are working towards. Inspiration can come from fashion magazines, blogs, movies, music videos, books, song lyrics and everyday scenes that unfold while people-watching. It is perfectly healthy to reference other shoots, but make sure you always reinvent the wheel in the process.
5. Test before you shoot
Be sure to perform some testing/experimenting prior to your shoot. You are better off encountering problems and ironing them out during testing than fumbling around and stressing in front of everyone on the day when things are not working out. Go to the location before your shoot and establish where you want to shoot and what time of day the light looks best. Bring a friend along and take some test shots to ensure you are getting the desired look you have set out to achieve.
6. Find your team
Fashion photography is about the sum of the whole team and so it only takes one bad element to turn a great concept into a disappointing outcome. To prevent this happening, you need to do research and develop close relationships with your team which should include a makeup artist, stylist and a model, and over time extend to a producer, hair stylist, retoucher, photo assistant and digital operator. A great starting point is a fashion network website called www.modelmayhem.com where you will find an array of different models and crew all around the world who are keen to collaborate. Also, look at Facebook groups relevant to fashion photography.
7. People skills
Fashion photography, unlike landscape, still life and product photography, involves dialog and interaction with the subject. You need to relate to and understand who your subject is and allow them to feel comfortable enough to express emotions in front of you and your camera. Essentially you need to be approachable, genuine and warm.
8. Have fun
As a fashion photographer, you are a team leader and need to lead by example when establishing a mood on set. Over the years, I’ve assisted many different photographers with varying personalities, and found that the cast and crew worked most efficiently when the photographer was having fun. At the other end of the spectrum, photographers that were easily agitated, temperamental and even threw their camera and laptops in anger, never seemed to get good results. For me, the “have fun” philosophy is a way to safeguard my career as a photographer and ensure I will always love what I do.
9. Take responsibility
Along with the fun comes the responsibility of being the photographer. Ensure your team feels appreciated by doing all the little things, like organising and paying for coffees and lunch, providing everyone with copies of the photos, and ensuring your team knows well in advance all the key information such as where the shoot is taking place, how to get there and start/finish times.
10. You are only as good as your last shoot
It’s important to constantly challenge yourself with varying styles of fashion photography. Keep educating yourself in new techniques and approaches, and be open enough to listen, learn and grow from those around you. Photography is a life-long lesson, so be prepared for an exciting journey.
About Christian Blanchard
Australian fashion photographer and film director, Christian Blanchard, has made a name for himself as a burgeoning force in the fashion industry. Spurred on by his passion for photography, Blanchard pursued his craft and has shot campaigns around the globe for clients including Mimco, Nobody, L’Oreal Nintendo, Amstel, to name a few.
He effortlessly transitions between his still work and his new passion for film, and has been commissioned by his clients to handle both elements for their campaigns. Blanchard's editorial work includes covers for magazines such as Fashion Trend, Kurv and Spook, and he is a regular contributor to Koncierge, 1am, Umno (Paris) and K-Mag (Poland).
Learn more
To learn some of Blanchard’s other secrets of success, be sure to check out his full-day presentation, The Fashion Workshop, which will be run in Melbourne (1 February), Sydney (15 February), and Brisbane (14 March). Amongst other things, Blancharrd will discuss turning your passion into a career, help you develop creative thinking techniques to execute an idea or brief, provide guidance on posing, styling and directing models, and well as how to best light for indoor and outdoor settings .