Hello, Is it Light You're Looking For? A Guide to Lighting in Professional Fashion Photography

Lighting is an essential element in fashion photography (did you know “photography” means “writing with light”?). Lighting is at the heart of every great photograph, shaping not only the image's visibility but also its mood and storytelling power. In the world of fashion photography, mastering the art of lighting is essential. This blog post explores the fundamental distinctions between hard and soft lighting, high-key and low-key techniques, and the use of available light versus studio strobes or continuous lighting. Whether you're looking to craft a moody narrative or create a vibrant and upbeat fashion story, understanding these lighting choices can transform your photography and elevate your visual storytelling. Light has the power to shape the mood and tone of an image. Understanding the different types of lighting will help create the desired effect for their fashion shoots.

HARD V. SOFT

Perhaps the most important decision you’ll make when shooting is if you want hard or soft light. They create exceptionally different moods. Check out the examples here: both images were shot in the same studio and the models are in similar poses. But they have a very different feel. This is due to the lighting choices our team made. The image in the lingerie was shot intentionally with soft light to give a romantic feel to the image, whereas for the model in the dress, we wanted it to feel editorial so we chose a hard lighting setup.

Soft Light:

Soft light is diffused and creates a gentle, flattering effect on the subject. It is achieved by using a large light source such as a softbox, umbrella or diffuser, which scatters the light, minimizing shadows and producing a soft, even glow. Soft light is often used for portrait or beauty shots, as it flatters the subject's features and smooths out imperfections. It can also create a romantic or dreamy mood, perfect for fashion shoots that require a softer aesthetic.

Hard Light:

Hard light is characterized by strong, direct light that creates distinct shadows and harsh contrasts. It is often used to create a dramatic, edgy mood in fashion photography, emphasizing the model's features and adding depth and texture to the image. Hard light is often created by using a smaller light source such as a beauty dish or a bare bulb, which produces a concentrated beam of light. It is commonly used in outdoor shoots or to create a high-contrast look for fashion editorials.

Hard light shot in studio.

Soft light shot in studio.

High key mens fashion shot in studio

Low key mens fashion shot in studio

HIGH KEY V. LOW KEY

High-key and low-key lighting are contrasting studio techniques that significantly impact the mood and aesthetics of your visuals. The choice between these lighting styles allows photographers to convey varying emotions and aesthetics, shaping the visual narrative of their fashion compositions.

High Key

High-key lighting involves flooding the scene with soft, even illumination, resulting in a bright and low-contrast aesthetic that captures a clean, youthful, and upbeat mood, often seen in commercial or beauty shoots. High-key lighting minimizes contrast, resulting in well-lit subjects with soft shadows, suitable for conveying positivity and openness. For high-key lighting, use large soft light sources positioned at an angle to create soft shadows and maintain dimension.

Low Key

Low-key lighting relies on dramatic shadows create a moody and mysterious atmosphere, accentuating textures, contours, and depth, frequently employed in edgier fashion editorials or portraits. Low-key lighting emphasizing shadows and minimal whites and midtones, making it ideal for dramatic and narrative content.

AVAILABLE V STROBES/CONTINUOUS

The choice between available light and studio strobes in photography can significantly influence the final outcome of your images. Available light, often natural sunlight or ambient lighting, can provide a unique, organic quality to your photos, creating a sense of authenticity and atmosphere. It's particularly well-suited for candid or environmental portraits, capturing genuine moments. On the other hand, studio strobes offer precise control over lighting conditions. They allow photographers to shape and manipulate light, achieving consistent and controlled results in any environment. Studio strobes are ideal for commercial and studio-based photography, where precision, repeatability, and creative control are paramount. The decision between the two depends on the desired mood, style, and context of your photography, with each approach offering its own set of advantages and artistic possibilities.

Available Light (also known as Natural Light):

Available light refers to the use of sunlight, either indoors or outdoors, to illuminate the subject. It is a popular choice for fashion photography, as it can create a range of moods depending on the time of day, the weather and the location. Natural light can be soft and diffused, perfect for creating a romantic or dreamy look, or it can be harsh and direct, creating a bold, energetic mood. It is often used in outdoor shoots, as it can add an element of natural beauty to the image. Available light can also mean any light that is affecting the space where you are shooting. For example, if you are indoors and there are any types of lights on that cast light on your model.

Artificial Light (Strobes or Continuous Lighting):

Artificial light refers to any form of light that is not natural, such as studio lighting or flash photography. It can be used to create a range of moods, from soft and diffused to hard and dramatic. Artificial light can be manipulated to achieve specific effects, such as colored gels, which can add a creative touch to the image. It is often used in studio shoots, where the photographer has more control over the lighting setup.

This image was shot outdoors using just the overcast sky as our light source

This image was shot in studio using strobe lights.

Can you combine them all?

Ab-so-freakin-lutely. Available light (like the sun) can be both soft and hard. An overcast day gives you soft lighting and a bright sunny day will create hard light with harsh shadows. Strobe light can be manipulated to be both soft and hard. The best way to lean is by doing, so play around and create endless possibilities!

If you have questions or want to work with me, please don’t hesitate to reach out.

Blending E-commerce and Editorial Photography: Tips for Stunning Product Shots

Tabio Socks: A case study in making e-commerce imagery ….well, cooler.

In my last blog post, I explained the difference between editorial and e-commerce photography. And in this one, I’m going to explain how we might blend the two. (Getting advanced over here.) When we think of typical e-commerce photos, they are often shot or photoshopped onto a pure white backdrop to make the product really pop without distraction. But do they always have to be?

When I got the email about shooting for the latest Tabio sock launch for 2023 AW, I was thrilled to say yes for a few reasons. Tabio is passionate about quality and craftsmanship. A family company with over six decades of experience creating socks, it was a privilege to work alongside people so passionate about what they are creating. Our talented international team also included styling expertise by Iryna Li and the creative touch of set designer Colin Lytton (highly recommend them both).

E-commerce and Editorial Blended: A Perfect Match

Because the shoot was for e-commerce, our highest priority was making sure a viewing customer could understand exactly what the sock looked like. But we also wanted to tell Tabio’s authentic story of being an exceptionally high-quality sock for fashion-conscious consumers. The images needed some of the edge typically seen in fashion editorial imagery. We accomplished this through a few important factors: lighting, posing, lens choice, and styling. On my end, I planned to use hard light and wide angles. The professional models and stylists played a huge part in keeping the outfits and the posing in the world of fashion as opposed to a more commercial look. (Think Prada versus Old Navy.) I think this combination was really successful and it is my favorite e-commerce shoot to date.

Tips for new photographers and clients:

  • The Tabio shoot is a great example of shooting e-commerce photography with a slight editorial edge. Walking the line between those can make for some dynamic and interesting product shots that still show the product while also telling the brand’s story. No two clients are the same, so the techniques I used here won’t necessarily translate to my next client.

  • Don’t let the fact that the shoot is for e-commerce completely limit the shoot to a pure white void. As you can see here there are always options!

  • In the pre-production process, ask your client to describe their brand and how they’d like their images to look. For example, “cool”, “edgy”, and “fashion forward” versus “soft”, “approachable”, and “natural”. These will all help you choose your lenses and lighting setup.

  • Because this is e-commerce, color correction, texture, and consistency are - and I cannot stress this enough - vital to the shoot.

  • Lighting and color temperature must remain consistent. Adjust as needed for dark darks and light lights.

  • Avoid using any bright-colored lights that might spill onto the product.

  • Avoid distractions: the props in this shoot were successful because they added interest without taking away focus from the product.

If you have questions about ways we can work together or if I can answer any questions, please feel free to reach out!

Navigating the World of Fashion Photography: E-commerce, Lifestyle, and Editorial Explained

In the world of fashion photography, three distinct genres stand out: e-commerce, lifestyle, and editorial photography.

Whether you're a budding photographer looking to specialize or a client seeking the perfect fit for your project, understanding the differences between e-commerce, lifestyle, and editorial fashion photography is essential. Let's unravel the distinct characteristics of each to help you make informed choices.

They serve different purposes and employ unique approaches.

An editorial image for Gilt.

An example of a flat lay of a sweater for Billie Todd.

E-commerce Fashion Photography:

1. Focus on the Product: E-commerce photography's primary mission is to showcase products accurately and persuasively. It's about making the product the star of the show through clean, well-lit, and detailed shots. The goal is to help the viewer get an accurate sense of the product and encourage them to click that "Add to Cart" button.

2. Minimal Distractions: In e-commerce, the focus is on the product, necessitating minimal distractions. Achieved through simple backgrounds, consistent lighting, and precise angles, these elements ensure that the viewer's attention remains on the item for sale.

3. Consistency Matters: E-commerce images adhere to a consistent style and format, making them easily recognizable across an online store. Close-ups and multiple angles are common techniques employed to highlight product details.

4. Technical Precision: E-commerce photographers pay meticulous attention to detail, representing every color, texture, and feature accurately. This precision provides a clear and faithful representation of the product, aiding customers in making informed buying decisions.

Lifestyle Fashion Photography:

1. Real-Life Scenarios: Lifestyle photography places fashion in real-life settings, telling a story or conveying a relatable lifestyle. Models appear engaged in everyday activities, creating a sense of authenticity.

2. Commercial and Relatable: Lifestyle fashion photos are often used for advertising, social media marketing, and brand promotion. Diverse models and relatable scenarios connect with a broad audience.

3. Showcasing Wearability: It's not just about fashion; it's about how it fits into real lives and routines. Clothing is often paired with complementary products or elements to fit the depicted lifestyle.


Lifestyle fashion image shot for Rue La La on the streets of Boston.

Editorial image shot for a magazine feature

Editorial Fashion Photography:

1. Storytelling and Creativity: Editorial photography is an art form focused on narrative weaving, evoking emotions, and storytelling. These images often complement articles and features in magazines, blogs, and other publications. Unlike the standardized look of e-commerce, editorial photography embraces various styles and techniques, ranging from high-fashion extravagance to gritty street photography. The possibilities are limitless. Editorial images often incorporate elements of surroundings, context, and may feature models, landscapes, or props to convey specific moods or themes.

2. Diverse Styles and Themes: Editorial photographers enjoy the freedom to experiment with styles, lighting, and concepts. Editorial images aim to evoke specific moods, themes, or messages, often portraying models as integral parts of the storytelling process through unique poses and expressions.

For New Photographers: Do you have to specialize in just one?

New photographers often grapple with the decision of whether to specialize exclusively in one genre of fashion photography. While specializing can help you hone your skills and build a strong portfolio, it's not a strict requirement. In fact, many successful fashion photographers find value in versatility. Exploring various styles allows you to adapt to different client needs and expand your creative horizons. Starting with a primary focus and gradually incorporating other styles as you gain experience can be a strategic approach. Ultimately, your unique blend of skills and versatility can set you apart in the competitive world of fashion photography.

For New Brands: Do you need all three?

New brands entering the world of fashion often wonder if they need to engage in all three genres of fashion photography simultaneously. The answer depends on your brand's goals and resources. E-commerce photography is essential for showcasing your products effectively. Lifestyle photography can help you connect with your audience on a personal level. Editorial photography, while highly creative, may be reserved for special campaigns or brand storytelling. Many brands start with e-commerce and lifestyle photography to establish their presence and gradually incorporate editorial when the opportunity arises. The key is aligning your photography choices with your brand identity and marketing strategy.

In conclusion, understanding the distinctions between e-commerce, lifestyle, and editorial fashion photography is pivotal for photographers and clients alike. Whether you're seeking to sell a product, convey a relatable lifestyle, or create artistic narratives, each style serves a unique purpose in the dynamic world of fashion photography. So, choose the style that aligns with your vision, project goals, and audience, and let your fashion story unfold.

Ready to explore the world of fashion photography or enhance your brand's visual identity? Reach out to discuss how we can bring your vision to life through the lens. Let's collaborate and create stunning visuals that captivate your audience and tell your unique story.

What to Expect When You're Expecting A Fashion Photoshoot: Tips for New Brands

Are you a new fashion brand preparing for your first photoshoot? Planning a photoshoot can be overwhelming, especially if it's your first time. But don't worry, I’ve got you covered! Here are some things to keep in mind as you plan for your big day:

  1. Start With A Clear Vision: Before you start planning your photoshoot, have a clear vision of what you want to achieve. Think about the style, mood, and aesthetic you're going for. Create a mood board that incorporates your overall vision as well as your vision for hair, make-up, styling, posing, and lighting.

  2. Set A Realistic Budget: A photoshoot can be expensive, so make sure you set a realistic budget. Consider all the costs, including the photographer, models, stylists, hair and make-up, location, props, and equipment.

  3. Find The Right Photographer: Finding the right photographer is key to a successful photoshoot. Look for someone who specializes in fashion photography and whose style aligns with your vision.

  4. Styling: The right styling is key to making your photoshoot a success. Choose models, hair and makeup artists, and wardrobe stylists who align with your brand's aesthetic.

  5. Timeline: Plan your shoot day with a detailed timeline that includes the arrival of the team, hair and makeup, wardrobe changes, and breaks.

  6. Plan Ahead: Planning ahead is crucial. Make sure you have everything you need, including the right props, wardrobe, and equipment days in advance. Do you need transportation? Is there enough parking for everyone? Bring snacks, water, and if it is a full day, plan lunches for everyone on set.

  7. Props and Set Design: Props and set design can help you tell a story and bring your vision to life. Be sure to choose props and set designs that complement your brand and message.

  8. Communication: Communication is key to a successful photoshoot. Be clear about your expectations and communicate effectively with your team to ensure everyone is on the same page.

  9. Be Flexible: No matter how well you plan, things may not go exactly as expected. Be flexible and ready to adapt to any changes or challenges that arise.

Planning a photoshoot takes time and effort, but with the right preparation, it can be a fun and rewarding experience. Good luck with your shoot!

Don’t hesitate to reach out if you have any questions!

How to Achieve Ethereal and Dreamy Photos for Your Fashion Photography Portfolio

Are you looking to capture ethereal and dreamy photos for your fashion photography portfolio? Here are some tips to help you achieve that beautiful, otherworldly look in your photos using natural light.

  1. Shoot during golden hour, or on an overcast day: To achieve a soft, dreamy effect, it's important to shoot during the "golden hours" of sunrise and sunset, when the light is warm and diffused. Avoid harsh midday sunlight, which can create unflattering shadows. If you live in a place with fog or overcast weather this can also create that diffused natural light we are looking for. If you can’t shoot when the sun is low, backlighting your subject will also help give that dreamy glow.

  2. Experiment with aperture: Use a wide aperture (a low f-number, 1.4, 1.8, 2.8) to create a shallow depth of field, which will blur the background and make your subject pop. This will help add to the dreamy feel of your photos.

  3. Choose soft and light colors: Choose light and soft color schemes for your clothing and props. Think pastels, white, cream. These colors will add to the ethereal feel of your photos.

  4. Incorporate movement: Movement in your photos can add to the dreamy effect you're going for. Have your subject twirl, dance, or walk to create a sense of movement in your photos.

  5. Experiment with shutter drag. Keeping the shutter open for longer than you ordinarily would can create a lovely ethereal blur.

  6. Experiment with placing translucent items in front of the camera lens. These can create dreamy effects that can also help soften the edges of the image.

  7. Post-processing: After you've captured your photos, play around with post-processing to create a dreamy effect. You can adjust the contrast, clarity, saturation, and temperature of your photos to create the perfect ethereal look.

Happy shooting!

Fashion Photography Fails: How to Avoid the Top 8 Mistakes

Fashion photography is an art form that requires careful attention to detail and an eye for beauty. As a new fashion photographer, it's important to avoid common mistakes that can ruin your shots and leave your clients disappointed. Here are 7 mistakes to avoid:

  1. Ignoring the importance of lighting: Lighting can make or break a photo, so it's important to pay attention to it. Make sure the model is well-lit and that the lighting complements the clothing and the mood you're going for. Experiment with different lighting setups and don't be afraid to try something new.

  2. Not paying attention to the background: When shooting fashion photos, it's important to pay attention to the background. An eye-catching background can add depth and interest to your photos, but a distracting one can take away from the main subject. So, always be aware of what's in the background and make sure it complements the model and the clothing.

  3. Not communicating with the model: It's important to have a good rapport with the model you're working with. Communicate with them and make sure they understand what you're looking for in terms of poses and expressions. This will help you get the shots you want and make the model feel more comfortable and confident in front of the camera.

  4. While posing is important in fashion photography, overposing can make the model look stiff and unnatural. Encourage the model to move around and be playful. This will help you capture more authentic and dynamic shots.

  5. Over-editing the photos: While editing can enhance the overall look of a photo, overdoing it can make the image look unnatural and detract from the beauty of the subject. Avoid over-editing and focus on enhancing the natural beauty of the image.

  6. Neglecting to plan ahead: Planning is essential in fashion photography. Make sure to plan the shoot ahead of time, including the location, the outfits, and the props.

  7. Not considering makeup and hair: Makeup and hair can make or break a fashion shoot. Make sure to collaborate with a professional makeup artist and hairstylist to ensure the model looks their best.

  8. Not being prepared for the unexpected: Anything can happen on a photoshoot, so it's important to be prepared. Bring backup equipment, clothing options, and props in case something goes wrong.

All that said, fashion photography is all about creativity and pushing boundaries. Don't be afraid to try new things, experiment with different angles, and think outside the box. Most importantly, have fun with it!