Photo shoot: Lifestyle VS Fashion

The modern world of fashion photography is a variety of styles, designs, graphics, moods, and shades. Every brand chooses its positioning and its visualization. When brand owners ask me to shoot a new collection, the first question I ask is what is the brand’s positioning, mood, and style? Will it be a strong face, geometry, and minimalism, or a color photo, smiles, and a happy mood? Or maybe a mix of the two?

Let’s look at the difference between lifestyle photography and fashion photography. And is it possible to combine these two styles?

The Model

After agreeing on the mood board, choosing the model is one of the most important stages. In the fashion world, the types of models can mainly be divided into lifestyle, strong face and those who can work in both styles. If the brand’s task is to create a beautiful, sweet story about a girl in a blooming garden, of course, we choose a cute model with soft energy and a beautiful smile. If the task is minimalist fashion, then we need a model with strong energy who can make a super shot just by looking at the camera.

Filming Location

Outfit

When I talk about outfit, I mean the whole finished look – makeup, clothes, shoes, accessories. For example, the simplest dress can easily be transformed into a more stylish outfit with the right glasses and earrings. In addition, the choice of look sets the tone for the choice of location. For example, if a fashion brand wants the most stylish shot possible, but the model is wearing a floral dress, I will always choose a very simple background for harmony and balance. Conversely, if the model is wearing super simple clothes, but I want a fun lifestyle mood, I will find a nice colorful street with a cafe, a table, and a cup of coffee. When private clients come to me for stylish shots, I always advise them to go for simple looks. Strict lines, color, texture, design – they all affect the final image and how it is perceived.

Poses and Emotions

Poses and emotions in the frame are what immediately declare the style. Lifestyle photography includes very natural movements, calm poses, and mood, just like in real life. A fashion photoshoot usually consists of strict, strong, less active poses, where the model declares the character of the brand. As a rule, when I choose a model, I already see and analyze her potential for posing and mood. Lifestyle models always listen to the story and the mood, and then they easily live this story in the frame. Their emotions are bright, lively, and real. Strong-faced models enter the frame and make it happen with their energy alone. Often they don’t even need to pose to set the mood. Even the simplest T-shirt and jeans look expensive and stylish on them. Unlike lifestyle, very strange and unusual poses are acceptable for a fashion shoot.

Shooting Style

In my portfolio, you will often see low-point shots, wide angles, curved shots that convey rhythm and movement. I love to experiment. This allows me to set the tone and mood for each story. When discussing a mood board before a shoot, I always ask the client what their expectations are. Do they want smooth, classic shots that follow all the brand rules? Or are they open to unusual angles and experiments? Lately, even classic, conservative brands are asking for a mix. For example, we do 80% of the “right” shots and 20% for experiments and my ideas (and often the client picks them after!). Every shoot for a brand has a basic part where we shoot the core content – full body, front-left-right, half body, details. After this part, the so-called mood or art photography begins. These shots are outside the rules. I love them the most!

Post-processing

The same photo can be processed in completely different colors, styles, and moods. Lifestyle photography usually uses very natural tones, just like in real life. Unless, of course, the brand has specific color goals. Fashion photography can be an area for experimentation and something more unusual. Black and white photos, one or two key colors in the frame, or vice versa, very bright and saturated colors. But a professional fashion photographer must always remember one important detail. It is important to keep the real colors and shades of the brand’s products in the post-processing. For example, when a customer buys a dress, the photos should not make her think that she buys a purple dress, and then she gets a pink one. I always discuss this nuance with the client. And then I can experiment with all the elements of the frame except my client’s product.

Fashion plus Lifestyle

Is it possible to make a shot that is a moderately cute, beautiful lifestyle, but at the same time expensive and stylish fashion? My answer is yes, of course! One of my dearest clients from Finland came to me with this request. There are a few rules to this kind of shooting. The first is a professional, confident, and beautiful model. Second, a location that gives you the freedom to choose and experiment. Third, outfits, poses, and emotions should complement each other harmoniously. As a result, we created a very stylish shoot that combined lifestyle and fashion. Everyone was really happy with the results!

I hope you found this information useful. If you have any questions, would like to share your ideas with me, or have already decided to inquire about my photo and video projects for yourself, choose a convenient way to contact me right now. Let’s create your beautiful fashion stories together! 💛

Author: Julia Yatel