The document discusses different genres of fashion and editorial photography. It defines fashion photography as focusing on selling a lifestyle through clothing or accessories, often in an aspirational way. Editorial photography tells a narrative story that can be supported by text. Commercial photography solely aims to sell a specific product. The document provides examples of each genre and notes that they sometimes blend together, such as with advertorials that disguise commercial products in an editorial format. It also discusses reportage stories presented in an editorial magazine format.

1. • http://video.vogue.com/watch/vogue-diariesbehind-the-scenes-adele-s-cover-shoot-forthe-march-powerissue?utm_expid=7339453413.SDP3vEjUSyS39mmz_ECP3Q.0&utm_referr
er=https%3A%2F%2Fwww.google.co.uk%2F

2. Aims and Objectives
Launch and
look at Keys
plus
photographers
Aims: Understand sub-genres of
fashion/editorial
Objectives: Choose an area and
publication to work within
Research chosen area
and annotate
Creative
Lighting
Assignment
Choose area to work
within
Define Fashion,
Editorial Etc
: research this area

3. Fashion and Editorial
Photography
Overview of the Genres

4. What is Fashion?
• Fashion is about selling a lifestyle
• This can be through clothes or accessories
• Fashion is often aspirational
Images by Bruno Dayan

5. Images by Eric Frideen

6. Images by Kevin Mackintosh

7. Image by Phil Poynter

8. Images by Bruno Dayan

9. Images by Kevin Mackintosh

10. Image by Phil Poynter

11. Images by Bruno Dayan

12. Image by Phil Poynter

13. Image by Kevin Mackintosh

14. Images by Bruno Dayan

15. Images by Kevin Mackintosh

16. Images by Eric Frideen

17. Image by Kevin Mackintosh

18. Image by Phil Poynter

19. 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

20. Reportage story appearing in editorial feature about Japans Fukushima Tsunami

21. Another example of reportage in an editorial format: Kulture Magazine

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

23. 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

24. Images by Rory Lewis

25. Images by Rory Lewis

26. 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

27. Ford SMAX advertorial

30. Feature Editorials
• Images to accompany text
• Typically found in Lifestyle
and Sunday Supplement
Magazines

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

53. 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