• http://video.vogue.com/watch/vogue-diaries-behind-the-scenes-adele-s-cover-shoot-for-the-march-power-issue?utm_expid=73394534-13.SDP3vEjUSyS39mmz_ECP3Q.0&utm_referrer=https%3A%2F%2Fwww.google.co.uk%2F

Aims and Objectives

Creative Lighting Assignment

Launch and look at Keys plus

photographers

Define Fashion, Editorial Etc

Choose area to work within

Research chosen area and annotate

Aims: Understand sub-genres of fashion/editorial

Objectives: Choose an area and publication to work within

: research this area

Fashion and Editorial Photography

Overview of the Genres

What is Fashion?• Fashion is about selling a lifestyle• This can be through clothes or accessories• Fashion is often aspirational

Images by Bruno Dayan

Images by Eric Frideen

Images by Kevin Mackintosh

Image by Phil Poynter

Images by Bruno Dayan

Images by Kevin Mackintosh

Image by Phil Poynter

Images by Bruno Dayan

Image by Phil Poynter

Image by Kevin Mackintosh

Images by Bruno Dayan

Images by Kevin Mackintosh

Images by Eric Frideen

Image by Kevin Mackintosh

Image by Phil Poynter

What is Editorial?

• Editorial is concerned with a theme• It can be supported by text to tell the story• But it has to have a strong narrative structure,

regardless of whether or not text is relevant• Sometimes Reportage (stories of public

interest) are presented in an editorial format• Editorial formats include: printed magazine an

e-zine or online blog format

Reportage story appearing in editorial feature about Japans Fukushima Tsunami

Another example of reportage in an editorial format: Kulture Magazine

Kulture Magazine: editorial feature about bulldozing of illegal immigrants camp in Spain, reportage public interest story in magazine format

What about Commercial?

• Commercial is all about selling the product• Convincing the viewer that they can’t live

without that particular item• Persuading the audience to go out and

purchase that must have product

Images by Rory Lewis

Images by Rory Lewis

Genre cross - over

• Fashion Editorials are evident in magazines• But the images have to link to tell a story• The narrative has to flow and be clear• Some commercial products are disguised to

appear in editorial pieces as a way of sub consciously persuading the viewer to purchase an item, usually supported by text, this is what the industry label an advertorial

Ford SMAX advertorial

• Images to accompany text• Typically found in Lifestyle

and Sunday Supplement Magazines

Feature Editorials

Jana Cruders’ work successfully mixes commercial with fashion and fashion with editorial, producing stylized and sometimes quirky visual narratives

Task

1. Research each area (sub-genre) covered in today's presentation. Take a screen grab or page rip and annotate to show your understanding of why it is that particular area – use this to choose as below

2. Choose an area to work within for the project (fashion/commercial etc)

3. Choose a publication within that area as a key media (which your research, test shoots, development, finals etc will all be based on)

4. Begin researching this area/publication via screen grabs of relevant web sites and page rips of magazines