Fashionphotographers,ontheotherhand,mustconstantlychangetheirstyle.
Fashion specialists may have shooting tendencies (e.g.,use of grain, bright
colors,tiltingthecameraoffaxis,etc.),buttheymustbeabletoadaptquickly
to each client’s needs or they will eliminate many potential accounts. This is
what allows the fashion business to rapidly change and go in entirely differ-
ent directions each season. The general public, the buyers of the products
being sold, has a short attention span and is always looking for innovation in
fashion. As a result of this fast pace, the fashion industry justly rewards those
photographerswhosecreativityandabilitytoinnovatecankeeppace withthe
changes in this always-evolving field.
As you become comfortable with the process of creating portraits, it is
important that you begin to challenge yourself to design and execute self-
projects that will teach you additional lighting techniques and fashion styles.
Develop your own style slowly, and don’t accept clients or jobs you are
not totally comfortable handling. As you progress, you can develop a team of
hairdressers, makeup artists, and clothing stylists to give you the best possi-
ble chance of creating great images.
As far as the business aspects go, it’s a full-time job to maintain the books
and deal with the paying of bills and banking, so I turn that aspect over to
someone I can trust. This frees me up to do what I do best: shoot.
18 LIGHTING TECHNIQUES FOR PHOTOGRAPHING MODEL PORTFOLIOS
I-8. As you become more confident,
challenge yourself to produce more cre-
ative images with a fashion edge.