To photograph a garment is not the same as photographing other things such as landscapes or still objects. To be a clothing photographer, a particular set of skills is needed, including an understanding of how the garment moves as well as the structure of certain pieces. The end result should be able to successfully sell the item to the viewer.
Someone taking photographs of clothes may very well be working with the designer of said clothing. As such, it's important to liaise with the designer and know exactly what he or she wants when it comes to the final depiction of their work. A designer's brand image or aesthetic may require a specific type of setting.
A photographer should first understand exactly what kind of clothing he or she is going to be photographing. This will then lead to the next steps of how to do it. Active wear will be depicted very differently from red carpet gowns, for example. The model, poses, expressions and setting are just some of the aspects that will change accordingly.
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.
An individual who photographs clothing may not necessarily be doing it in the style of a photo shoot. A lot of photographers are engaged in runway photography, which is key during the numerous fashion weeks held globally throughout the year. Taking pictures from the 'pit' at the front of the runway, photographers capture endless frames of the same outfit on a model, in order to ensure they get the perfect shot. This would include the way the garment moves, as well as the expression of the model and the pose, which should be most flattering to the outfit itself.
Taking pictures from the runway is a hugely important task. It requires that the individual understand movement, angles and also timing, as the runway is where pieces first begin selling and gaining popularity among consumers and media. This is the photographer's opportunity to make any outfit look like a million dollars with the perfect shot. These are the images that will then be presented to the world following a runway show, so they can make or break sales for a designer.
Someone taking photographs of clothes may very well be working with the designer of said clothing. As such, it's important to liaise with the designer and know exactly what he or she wants when it comes to the final depiction of their work. A designer's brand image or aesthetic may require a specific type of setting.
A photographer should first understand exactly what kind of clothing he or she is going to be photographing. This will then lead to the next steps of how to do it. Active wear will be depicted very differently from red carpet gowns, for example. The model, poses, expressions and setting are just some of the aspects that will change accordingly.
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.
An individual who photographs clothing may not necessarily be doing it in the style of a photo shoot. A lot of photographers are engaged in runway photography, which is key during the numerous fashion weeks held globally throughout the year. Taking pictures from the 'pit' at the front of the runway, photographers capture endless frames of the same outfit on a model, in order to ensure they get the perfect shot. This would include the way the garment moves, as well as the expression of the model and the pose, which should be most flattering to the outfit itself.
Taking pictures from the runway is a hugely important task. It requires that the individual understand movement, angles and also timing, as the runway is where pieces first begin selling and gaining popularity among consumers and media. This is the photographer's opportunity to make any outfit look like a million dollars with the perfect shot. These are the images that will then be presented to the world following a runway show, so they can make or break sales for a designer.
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