Height.Height is critical. Shorter models are limited to more commer-
cially oriented work and specialty modeling, such as hand work, fit (a model
that designers hire to fit clothing on during the design process), lingerie,
swimwear, hair, and beauty (modeling where the products [such as makeup,
jewelry, or hair-care products] require facial beauty). Taller models have a
much broader market.
Overall Appearance. Here your own personal “eye” will determine
whether or not it is worthwhile to work with the potential model. Styles and
preferredlookschangeasoftenashemlines.Whatwasunacceptabletwoyears
agoisindemandnow.Itis the photographer’sresponsibility tostay informed
of the current “looks.” However, clear skin, straight teeth, and good bone
structure are always in fashion.
Once you have determined the market in which your client wants to seek
work, you can begin thinking about how to create images that will help her
reach that goal. Keep in mind that these are only guidelines—generally ac-
cepted standards. If a model doesn’t fit in the category she wants to work in,
a great portfolio and a lot of determination can still help to make it happen.
As you read through the details that follow on the different subgenres of
model photography, examine the images carefully. Think back to the lighting
techniqueswehavelookedatinthepreviouschaptersandconsiderhowthese
different strategies are used to create a look that is harmonious with the in-
tent of the image. In particular, study how all the elements in the frame—in-
cluding the lighting—function in terms of composition (i.e.,how your eye
flows through the frame and where it comes to rest).
Commercial Images.
Commercial print work refers to photos used in magazines, newspapers, cat-
alogs, point-of-purchase packaging and displays, billboards, etc. Ad agencies
or manufacturers who are trying to sell a specific product or service create
this market. This is a lucrative area of work because of the high-profile usage
of the image and the availability of exclusive contracts. These ads can define
a product’s reputation,sothe work is alsodemanding.Everythingmustwork
together—the model, the photographer, the stylist, the advertising director,
and the garments/product—if the desired image is to be realized.
Because commercial print work is very product-oriented, it generally re-
quires a different type of model than normally used for fashion-oriented ads.
For example, commercial print images may feature anyone from a little baby
crawling on the floor for a diaper ad, to a gray-haired, little old lady adver-
tising an assisted-living home. Commercial print work may also include using
body-part models, such as those who specialize in hand modeling.
In commercial print work, remember that neither the backgrounds, the
models, nor any other objects can obscure or overpower the product. The
86 LIGHTING TECHNIQUES FOR PHOTOGRAPHING MODEL PORTFOLIOS
Clear skin, straight
teeth, and good bone
structure are always
in fashion.