of a garment or product. They try to create a look that will become the next
trend. Use inventive lighting, composition, posing, and every other tool at
your disposal to produce the most creative work you can. This is the time to
push your boundaries (while,of course,workingin concert with the editors).
This is the most prestigious and glamorous work for a fashion photogra-
pher, but not the most lucrative. This is because editorial work is wonderful
for building a photographer’s reputation and for gathering more of those all-
important tear sheets. Since magazines know that editorial tear sheets are
career-builders, they pay less money.
Athletic/Sports Images.
Shooting advertisements for athletic equipment or garments involves a dif-
ferentapproachthanmostfashion-orientedshots.Theseadsgenerallyrequire
less structured, more active shots that generate excitement for the product
and for the sport.
Whenshootingforthesekindsofclients,Iusuallyprefertogoonlocation,
rather than shooting in the studio. A local gym, basketball or tennis court, or
6-18.In athletic images, light skimming
across the model’s body reveals the def-
inition in her physique.