DAY 177

FASHION & BEAUTY

Developing Theme and Concept

EDITORIAL FASHION THEMES

A solid, well-planned concept leads to strong work. In an editorial fashion spread, a recurring theme or narrative is present in each photograph in the series. The theme allows disparate things to be presented together and gives continuity to the series of images. The most obvious themes are driven by props, clothing, locations, and extreme lighting techniques.

Inventing and imaging concepts is rewarding work. Often narratives are borrowed or parodied from well-known stories and events. Try as a point of reference basing an element of the shoot on a fairy tale, novel, or movie. Inspiration for a shoot could be ripped from today’s headlines. It could even be based on a dream or nightmare. Approach an editorial spread as a short story. Sketch out your ideas in a storyboard so you can present it to makeup artists and clothing stylists for feedback.

A theme can be as simple as a season, time, or place or as complicated as a circus sideshow where the models act out parts. A successful editorial fashion theme does not have to cost a lot of money; it just needs to be smartly presented and flawless in its execution.

Start with a single model, a theme, and five final images as a goal. Strip the concept to the bare essence of the idea and plan it out so the narrative or story element is present and obvious in each frame. Successful editorial themes come from planning and concessive communication between the photographer, the talent, and the crew. —MR