Did you know that Downtown LA Has a 100 Square Block Fashion District?
A ten by ten square block area full of clothing warehouses, fashion designer offices, distributors, fashion labels, garment manufacturers, importers and more
By the title of this article you know where I am going with this, LA is the startup fashion capital of the world and the DTLA fashion district creates a seasonal and cyclical fashion photography opportunity which is never ending and ever expanding due to economic and technological factors such as Shopify, 3DCart and Bigcommerce online stores.
As one of the fashion photographers in Los Angeles with several photo studios, I now have an ever increasing roster of brick & mortar and online fashion clientele in LA and across US who book me for LookBook, Lifestyle, Editorial, Social Media, Ecommerce and Advertising photo shoots. For the Medium.com audience my focus is fashion photography although I produce marketing videos and am a pioneer in virtual set technology. With thousands of fashion photos in my portfolio I will be writing many shorter stories about how each of the photo sessions produced the final shots some of which you see here in this long form article.
Fashion Photography Genres
Fashion photography Genres demand specific looks therefore lighting, in this comprehensive report I will cover some of the common styles and show you lots of photographs of their corresponding looks.
What is great about photography as a medium of expression is that there are no limits to creativity and to freedom of thought…yet there are limits to the medium, think of a new color you have not seen before, you can not. Therefore don’t be surprised to see other photographers work which are close to yours or close to your thinking, is there anything new under the sun?!
LookBook Fashion Photography
LookBook is usually shot outdoors on the streets and doesn’t have much emotion or editorial appeal, right? I however do shoot LookBook at LA locations and indoors as well, especially lingerie, obviously! here are some lingerie examples on location, and in studio for a composite.
Location Fashion Photography
Most often I shoot location fashion photography in LA using wireless strobes, unless the location has large windows and fantastic natural lighting. Locations range from warehouses to hangars, factories, industrial plants, hotel lobbies, mansions and any interesting or different twist on seen before locations, as the saying goes; there is nothing new under the sun.
Locations bring their own rewards and challenge to fashion photography, often I hunt for the shot and try to take advantage of any given location rather than forcing it to comply with a predetermined look. My favorite locations for the money are LA mansions and for good reason, I get many diverse looks out of a full day session with multiple models, this provides top value for the dollar and stretches one session into many social media post weeks for brands.
Locations are limited in your imagination, really… there are unlimited locations you have yet to discover, sky is the limit since I even shoot models out of helicopters over skyscrapers which makes an iconic statement.
Couture Fashion Photography
Couture and high fashion requires extra tall models who can twist and show off the particular angles of a unique design, I spend more time shooting one of these shots than a hundred front-side-back Ecommerce session. Further down in this report I will talk more about fashion models.
What is great about shooting high fashion is that anything goes, literally anything you can think of goes with couture fashion photography. There is no best couture fashion photograph.
Ecommerce & Studio Fashion Photography
Ecommerce is the most straight forward type of fashion photography, its usually done on a white cyc with strobes and once I dial in the lighting its all click click click. Ecommerce fashion Photography in Los Angeles is not costly unless it involves shooting many SKU with multiple models, which I have shot many such sessions. One toughie is shooting white garments on white background in a studio, you have to micro manage the lights for balance.
Sometimes what you see is not what you think you see, such as this studio swimsuit ecommerce shot which I managed to shoot outdoors on location under a blue sky because the schedule was so short both the location lifestyle photography and studio ecommerce shots had to be squeezed into the same short winter day!
Advertising Fashion Photography
Advertising is the most demanding and expensive form of fashion photography, I usually have an LA or NY agency and a creative on the team not to mention a wardrobe stylist, makeup artist, hair stylist, assistants and props such as helicopters, cars, boats and mansions. Advertising fashion photography requires a vision to begin with, its the opposite of hunting for the shot, you have to construct it according to a blueprint and team collaboration.
Editorial Fashion Photography
Editorial fashion photography is in essence a form of advertising photography which either rhymes or clashes with the editor’s script, above all its designed to be thought provoking and memorable. I shoot editorials equally at LA studios and on locations which often require more time to find and contract than the fashion shoot itself!
The Fashion Photography Models
Models are the soul of fashion photography and reflect the altered ego of the fashion photographers, I have had the opportunity of booking and shooting with many talented models in LA, NY and Europe, each bringing their individuality to the set which makes my work that much more interesting and I can say this about working with fashion models:
“Never Twice The Same"
Read more news about models and Fashion Photographers in Los Angeles plus interesting stories of what goes on in front and behind the camera.
In this report we covered much of what needs to be said with VRset pictorials which speak a thousand words, in future reports we will focus on the intricate details of other genre of fashion photography and the newest fashion photography methods for the best results whether you post to social media, publish on ecommerce sites or print two page magazines spreads.
Finally, here at my profile on Medium.com you can discover the latest and updated photos I shoot weekly as one of the fashion photographers in Los Angeles.
Here are more interesting reads on Medium.com about my Fashion Photography adventures in LA!