How to produce a fashion editorial – Audaces complete guide
Did you know that it is possible to convey to the consumer the references and concepts of a fashion collection in a visual, aesthetically creative, and efficient way? The answer to that is the production of a fashion editorial.
The resource uses content and photography to convey the concepts used from the creation process of the collection to the final result – whether in stores or on the catwalks of fashion events.
However, a quality fashion editorial demands work, dedication and technology. With that in mind, the Audaces blog created complete content on the subject – here you can learn step-by-step how to make a successful editorial, check it out:
What is a fashion editorial?
We can understand as a fashion editorial a photographic collection that has storytelling, that is, it tells the story of the clothing collection, its references, and inspirations. In other words, it is a narrative instrument for creators to give vent to their creative process.
It is very common for the fashion editorial to be confused with a parts catalog or a traditional photoshoot – it is not the case. An editorial follows its own principles and has its own objectives, in the same way, that it can incorporate other elements that differ from these two production models.
What is a fashion editorial for?
Fashion editorials have two main objectives: communication and sales. Communication in order to make it clear to the consumer which concepts are used in the collection, its motto, its inspirations, and other creative elements involved in the development of the collection.
Thus, it is possible to strengthen not only the branding of the brand but also to create a coherent visual concept that can serve as part of the product marketing strategy, increasing the visibility and reach of the products.
In terms of sales, once the consumer understands the references used in the creative process of the collection, it is much easier to sell the product, and the editorial can support and strengthen the collection’s publicity material.
How to make a fashion editorial: step by step
Now that you know the basics of what a fashion editorial is and what the goals of a fashion editorial are, it’s time to know step by step how they are thought, assembled, and executed – so that you too can create your own. Check out:
Research trends in your industry
Every editorial must necessarily start with a reference search. Whether they are internal references, from the collection itself, or external, such as trends in the sector with regard to dissemination, aesthetics, composition, and other elements.
Collect as many inspirations and trends as possible so that they are filtered so that, in the end, only the essentials are left for the editorial objectives to be met.
Choose a topic for your editorial
The choice of editorial theme is essential for its success. It needs, at the same time, to connect the consumer to the themes of the collection while being visually pleasing and telling the story thought out by the creative team.
At this point, the research previously carried outcomes into play: through it, it is possible to identify visual, aesthetic, and conceptual elements that are on the rise and that can be approached as a visual communication strategy, branding, and storytelling.
Plan and define the necessary resources
Once the theme has been defined, it’s time to prepare the necessary resources for it to run as smoothly as possible. These features include:
Scenario, theme, and composition;
Lighting, photography, filming, and related equipment;
Models, clothes, costumes, looks, and photography order;
Processing the raw material into a well-defined editorial;
Dissemination and strategies for the material to become effective and known by the consumer.
All this planning can involve more than one person and the golden tip is to set up an execution schedule (similar to the execution of the collections) and a roadmap so that everything comes out on time and in compliance.
Pay attention to the scenery in the photos
The scenery, along with the clothes, is the highlight of a fashion editorial. Therefore, they are two of the elements in which attention to detail is more than necessary.
In addition, it is worth mentioning that the scenario must be consistent with the theme of the editorial and the inspirations of the collection (since the objective of the editorial is precisely to clarify these characteristics).
Pay attention to details such as location, lighting, weather conditions, and other factors that are decisive and influence the choice of the shooting location.
Decide what will be the costume and makeup
Depending on the size of the collection and the amount of pieces it has, an editorial that uses all of them in the photographs is impractical – remember that a fashion editorial is not a collection catalog.
Therefore, it will be necessary to define which pieces will be used in the editorial, taking into account the desired effect, the general theme, and dissemination strategies. In the case of a capsule collection, which is naturally smaller, it is interesting to make the most of the pieces in the composition of the looks for the editorial.
Count on professional equipment
It seems obvious, but the type of equipment used in the creation of the editorial directly influences the final result of the material. Therefore, it is worth investing in professional resources so that unforeseen events do not happen and the material does not have the expected result and reach.
Make room for creativity
A fashion editorial is, in essence, a creative material. Its main function is to translate the inspirational elements of the creative stage in an equally creative way. And the characteristic of creativity permeates all aspects of the editorial – from its idealization to the final product, it is important to give space to creativity!
Count on good photo editing
Finally, post-production is the stage responsible for applying the final adjustments to the aesthetic elements, lighting, retouching, and other aspects so that the editorial is exactly as planned (or even better).
So be sure to invest in this step to ensure the success of your editorial and sales!
What are the professionals needed in a fashion editorial?
As it is a very broad and complex work, the realization of a fashion editorial involves several professionals, namely:
- Fashion producer: is the professional responsible for making ideas viable, also contributing to artistic-creative decision-making during the execution of the editorial;
- Photographer: who takes the photos according to the producer’s guidance or their own technical knowledge in line with the expectations of the creative team;
- Photo editor: who does the post-production stage;
- Styling: responsible for the composition of looks and other aesthetic elements;
- Hair stylist;
- Makeup artist;
What is a fashion editorial briefing?
A useful tip to make the fashion editorial creation stage more objective and assertive is through the preparation of a briefing, that is, a document containing specific details about the topic, the research carried out, and what you want to achieve with the production.
A briefing is important not only for its descriptive character but also for all professionals involved to have direct access to all information about the project, which makes work easier (avoiding route errors) and allows everyone to contribute ideas, streamlining the flow.
Fashion editorial: famous examples
A fashion editorial can explore different themes and this creative freedom can sometimes lead to the opposite – a block in relation to which theme to decide. In these moments, our tip is to follow the purposes of the editorial itself, which is to translate the concept of a collection.
From there, it is easier to identify possible themes and continue the creative work. And, speaking of creative work, some fashion editorials became famous for attracting attention and marking history. We list the main ones below – check them out:
Elle 2015 – Juliana Romano
Vanity Fair 2015 – Caitlyn Jenner
Dated 2014 – Lupita Nyong’o
Stiletto Magazine 2008 – Meta mor Flore
Calvin Klein 2015 – Justin Bieber
Harper’s Bazaar 1955 – Dovima with elephants
Yves Saint Laurent 1966 – Pop Art
Creating and conceptualizing fashion editorials is not an easy task, but through procedures and practical tips, it is possible to translate the concepts involved in fashion collections, bringing visibility, interest, engagement, and sales.
Here on the Audaces blog, you can find out about everything about the Fashion Industry and its technologies. And, now that you already know everything about fashion editorials, how about knowing the trends of the year for the sector? To the next!