The Importance of a Stylist in Editorial Photography
The fashion stylist does not hold a secondary role in a photo session, nor are they simply an extra set of hands. They lead the set and bring the entire concept together. Without them, there is no editorial photography. Whether the shoot is for a magazine spread, a lookbook, a fashion or advertising campaign, or digital marketing, every image must be meticulously curated to serve its purpose.
Why Styling is Essential
A photographer relies on a stylist to ensure that every visual element aligns with the creative direction and the market’s pulse. An editorial fashion spread allows the mixing and matching of elements from different brands to create a compelling visual story. A hat from one designer, a jacket from another, and shoes from yet another label can be found combined in an image. This creative freedom allows for storytelling that extends beyond a single brand.
However, in fashion campaigns, and digital marketing photography, every item in the image must belong to the brand being promoted. If a designer doesn’t make hats, you won’t typically see such an element in the image. Every item is carefully selected to be part of the brand’s campaign, ensuring a cohesive marketing message.
Brand Awareness & Market Trends
Stylists are industry experts who keep up with trends, understand what’s in demand, and make sure that what appears in the final image is relevant and available for purchase. They have their finger on the pulse of the industry. After all, editorial photography is about storytelling, but it’s also about selling. If a featured piece is no longer in production, there’s little value in promoting it. The stylist ensures that every item serves a purpose, whether it’s to drive sales, introduce a new trend, or enhance a brand’s image.
A strong editorial spread catches the viewer’s attention first, drawing them in with bold, creative, and interesting imagery. Once captivated, they then look at the details: the designer names, the shopping guides, and the various retail locations where they can purchase the pieces. The stylist is instrumental in making sure the imagery speaks to the current audience.
The Fashion Stylist and the Photographer
While the photographer is responsible for lighting, angles, and composition, they rely on the stylist to make sure the fashion choices align with the messaging, even if creatively, down to a certain accessory complementing a look. It’s ultimately the stylist’s expertise that dictates what stays and what goes.
The resourcefulness of a stylist is an added value to any project. For example, if the delivery of an important piece is delayed and doesn’t make it to set in time, a good stylist will find a workaround. Whether it be directing the photographer to consider capturing the images from a new strategic angle, (to avoid the missing shoes, for example), or changing the order of the day while waiting for an afternoon delivery. The executive decision will come from this ‘fashion director’, more often than not. Digitally inserting the missing piece in post-production can sometimes be discussed as an option. These quick-thinking decisions can save an entire campaign.
Why Editorial Shoots Cannot Function Without a Stylist
A fashion stylist controls the messaging and visual consistency of a fashion campaign. They ensure brand integrity and prevent major faux pas, like mixing competing brands in a way that would never happen in a branding campaign. For example, you wouldn’t see Nike and Adidas in the same ad. Stylists know these unspoken rules and ensure everything is in harmony.
They are the unsung hero of any set! They bridge the gap between artistic expression and commercial viability to ensure that every editorial photography campaign tells a compelling story that is on-brand, in market, and relevant. Without them, even the most skilled photographer would struggle to create images that resonate with both the industry and the audience.
