The Fashion Image: Planning and Producing Fashion Photographs and Films

by Thomas Werner

Overview

Great fashion photography, at its best, reflects and shapes the era in which it is made. Whether you are a student, aspiring photographer, or working professional, building a fashion portfolio that aspires to this standard can be daunting. The Fashion Image will help you develop your style through practical advice for image makers.

Beginning with a history of fashion photography, Thomas Werner offers advice on assembling your creative team, casting models, developing shoot concepts, and producing photographs and fashion film for editorial and advertising. Professional practice, including self-promotion, social media, set etiquette, and fashion in a global context are also discussed. This is 'how to' at the highest level, with interviews from working fashion photographers, magazine editors, producers, fashion designers, and more, with around 200 color photographs that illustrate the fashion image at its best.

With an extensive list of international resources, including Instagram accounts and several assignments, this book is an essential guide for fashion photographers and film makers.

Product Details

ISBN-13:	9781474240857
Publisher:	Bloomsbury Publishing
Publication date:	04/04/2019
Sold by:	Barnes & Noble
Format:	eBook
Pages:	256
File size:	96 MB
Note:	This product may take a few minutes to download.

About the Author

Thomas Werner, Assistant Professor at Parsons School for Design in New York, USA; Editor at Large for IRKmagazine, Paris; Former photography consultant for Reed Krakoff of Reed Krakoff and COACH; Thomas currently lectures internationally on Fashion, Photography, Education, and Contemporary Professional Practices. He has produced numerous international exhibitions and collaborative projects, recently leading a team that developed a media and literacy web site and resource center in five languages (Spanish, French, Russian, Arabic and English) for the United Nations Alliance of Civilizations/UNESCO. Thomas is a recurrent instructor at the United Nations Education First Summer School, and presents workshops on effective message development and communication on an international basis.
Thomas Werner is the author of the books The Fashion Image for Bloomsbury Publishing, London and The Business of Fine Art Photography, Routledge, New York. A creative consultant, Thomas works one on one with students, creatives, businesses, cultural institutions, and not for profits helping them refine their communications, and achieve their goals in fashion and fine arts. He is also an Advisory Board Member for Ithaca College's Executive Education Program, a contributor to Adobe's Lightroom Academy, an Editor at Large for IRKmagazine a Paris based fashion and culture magazine and website, founder of Thomas Werner Projects Podcast, and past Photography Program Director at Parsons School of Design in New York. Thomas currently lectures internationally on the topics of photography, fashion, innovation, education, and contemporary professional practices, with a series of pre-pandemic presentations and workshops in 6 cities across China. He is the former owner of Thomas Werner Gallery in Manhattan's Chelsea Art District, and a former National Board member and New York Chapter President for the American Society of Media Photographers. Werner also led a team developing a media and literacy web site and resource center in five languages, Spanish, French, Russian, Arabic and English for the United Nations Alliance of Civilizations/UNESCO. He has worked with the United States Department of State on cultural projects in Russia, been a photography consultant for COACH and Rodale Publishing, and had the pleasure of curating exhibitions in the United States and abroad, including seven co-curated exhibitions at the State Hermitage Museum in Saint Petersburg, Russia. Thomas was a recurrent instructor at the United Nations Education First Summer School, and is now presenting workshops on effective message development, team management and visual communication on an international basis.
Thomaswernerprojects.com
@Thomaswernerprojects IG

Table of Contents

1 The Image
Wartime; Postwar; Space age; Counterculture; Punk and disco; Power dressing; A new millennium; Hipsters
2 Fashion Concepts
Subculture; Narrative; Culture; Lifestyle; Identity; Street style; Fashion and social issues
3 The Team
The Photographer's Team; Your Core Team; The Styling Team; The Modeling Agency; Booking a Test Shoot or Job; Casting; The Producer and Photo Studio; Video/Motion; Photo Agency and Reps
4 The Client's Team
The Editorial Creative Team; Native Advertising, Branded Content, or Advertorial; Advertising Agencies; Fashion Design Firm – In House Creative Team
5 The Fashion Industry
Design and market; Consumption and Sustainability; The Industry; The Fashion Shows; Fashion Houses and Firms; International Fashion Organizations – selected; Fashion Categories – selected
6 Developing a Shoot Concept
Portfolio Shoots and tests; Mood boards; Sources of inspiration
7 Shoot Production
Test Shoot; Editorial and Advertising; Bidding and Preproduction for Still Imagery and Motion; On set - Editorial and Advertising; Cover shoots and celebrities; Post production – still imagery; Payment; Fashion Film; Working with minors; Union and non union sets; Sound; Post production
8 Creative
Working with a Model; Working with the Garment; Fashion Film and Camera Movement; Portfolios and Reels; Promotional Pieces
9 The Function of a Fashion Image in a Global Context
The Language of a Generation; Audience; Cultural Portrayals; Cultural Representations of Beauty; Working Internationally – practical implications; Licensing images internationally; Image Use and Social Media
Assignments

Further Resources

Index

Editorial Reviews

The Fashion Image is an essential resource for aspiring fashion photographers. Thomas presents vital, previously insider-only knowledge from both his own experience and that of internationally renowned industry leaders. He is uniquely qualified as an expert and educator in the field of fashion photography having worked and/or taught in every facet of the industry. His knowledge and passion know no bounds!” —Lizzy Oppenheimer, Senior Photo Editor at InStyle

“A bible for students and photographers who want to understand the challenging and dynamic world of fashion photography.” —Steve Tynan, University of Falmouth, UK

“As a former NYC fashion photographer with work published in over 50 international publications, I think this is one of the best books for those considering a career as a visual image maker in the fashion industry.” —Mark Hamilton, Professor of Fine Arts, Winthrop University, USA

“A well-presented publication, with some inspirational and thought-provoking content.” —Sarah Cooper, Leeds Beckett University, UK

From the Publisher