Styling for Editorials vs. Commercial Shoots

Introduction

In the fashion world, styling plays a pivotal role in setting the tone, evoking emotions, and delivering the desired message to an audience. The difference between styling for editorials and commercial shoots is significant, with each type of shoot serving distinct purposes and requiring unique strategies. This article explores the key differences, creative processes, challenges, and approaches involved in styling for editorial and commercial photography, offering insights into what makes each shoot distinct and how stylists adapt to meet the specific demands of each.

Understanding the Purpose: Editorial vs. Commercial

Before delving into the specifics of styling, it’s important to understand the fundamental differences between editorial and commercial shoots. These distinctions define the stylist’s role and the goals of the photoshoot.

Editorial Shoots: Artistic Expression and Storytelling

Editorial shoots are typically featured in fashion magazines, websites, or other media outlets that focus on artistic expression, storytelling, or trend forecasting. The purpose of an editorial shoot is often to showcase creativity, experimental designs, or a particular theme, mood, or concept. Editorials are not directly selling products but rather presenting fashion in a more conceptual, artistic, or fashion-forward context.

• Purpose: Create visual storytelling or evoke emotions. Editorials often explore themes, moods, or trends, offering a platform for artistic freedom and expression.
• Audience: Fashion enthusiasts, trendsetters, and those interested in high fashion, innovation, and creativity.
• Tone: Often avant-garde, editorial fashion is meant to push boundaries, making it bold and attention-grabbing. The goal is to captivate and inspire.

Commercial Shoots: Selling a Product or Service

In contrast, commercial shoots focus on promoting a product or service. The primary goal is to create images that will drive sales, often through advertising campaigns or catalogues. Commercial shoots prioritize clarity, accessibility, and relatability, aiming to present a product in a way that appeals to a mass audience. The styling is straightforward and functional, ensuring that the product or service stands out and is presented in the best light possible.

• Purpose: Showcase a product or service for commercial sale. The focus is on creating attractive, engaging visuals that help sell a product.
• Audience: Consumers who are interested in buying products or services. Commercial shoots typically target a broader, more general audience.
• Tone: Clean, polished, and often aspirational, yet accessible. The goal is to make the viewer feel a connection to the product.

Styling Approach for Editorials

1. Concept and Storytelling

The heart of editorial styling lies in the ability to tell a story. A stylist is often tasked with bringing a concept to life—whether it’s a mood, a cultural reference, or an abstract idea. These stories can be whimsical, edgy, or even thought-provoking. The first step is to understand the story the shoot is trying to convey.

• Mood Boards: Stylists often create mood boards that encapsulate the theme or concept of the shoot. These boards might include color palettes, textures, and inspirational imagery. The mood board serves as a visual guide for the entire team, from the photographer to the makeup artist.
• Creative Freedom: Editorial styling often gives the stylist more creative freedom. Unlike commercial shoots, where the focus is on selling a product, editorials allow for more experimentation with unusual silhouettes, dramatic color combinations, and avant-garde designs.
• Collaboration: Editorial shoots are collaborative. Stylists work closely with photographers, makeup artists, and hair stylists to ensure that every element, from the styling to the lighting, aligns with the vision of the shoot. The photographer might have a specific vision for how the clothes should be styled or positioned, which requires the stylist to adapt to these ideas.

2. Focus on Trends and Innovation

Editorials are an excellent opportunity to showcase new trends, innovations in fashion, and emerging designers. Stylists are often at the forefront of trend forecasting, identifying and curating looks that reflect the next big thing in fashion. Editorial styling often involves layering, mixing textures, and showcasing bold designs in ways that might not be seen in commercial fashion.

• High Fashion and Couture: Editorial shoots often feature high fashion and couture pieces that are too extravagant or impractical for everyday use. The aim is to showcase the artistry and craftsmanship behind these garments, highlighting their beauty rather than their functionality.
• Drama and Theatricality: Editorials tend to have a more dramatic or theatrical element. The poses, settings, and garments work together to create an exaggerated or dreamlike effect, taking the viewer into a different world or concept.

3. Visual Impact Over Practicality

In editorial styling, the focus is less on how wearable the clothing is and more on how visually impactful it is. Clothing may be oversized, exaggerated, or impractical, but the point is to create a strong visual statement that grabs attention and evokes an emotional response.

• Unconventional Pairings: Editors may pair pieces that, in a commercial context, would be considered too daring or mismatched. For example, a heavily embellished top may be styled with distressed denim or a formal dress might be paired with sneakers.
• Props and Set Design: Editorials often utilize props, backgrounds, and environments to reinforce the theme. This could mean an elaborate set with large-scale art installations or a minimalistic, industrial backdrop that contrasts with the clothing.

Styling Approach for Commercial Shoots

1. Product-Centric Styling

The goal of commercial styling is to sell a product, so the clothing must be styled in a way that highlights its best features while making it feel relatable and desirable to the target audience. Whether it’s a clothing brand or a beauty product, the styling is always product-centric, focusing on how the product can improve or enhance the life of the consumer.

• Focus on Fit and Functionality: Unlike editorials, where clothing might be oversized or impractical, commercial styling emphasizes garments that fit well and look polished. The clothes should be flattering, practical, and wearable.
• Simple, Clean Aesthetics: Commercial styling tends to be more minimalist in its approach. The goal is to create clean, polished visuals that allow the product to shine. There is less emphasis on creating a story or theme, and more focus on presenting the clothing in a way that appeals to the consumer’s lifestyle.

2. Brand Consistency

One of the most important aspects of styling for commercial shoots is maintaining brand consistency. Whether you’re working for a high-end luxury brand or a fast-fashion retailer, the styling must reflect the brand’s identity and messaging. The stylist must consider the color palette, the intended audience, and the overall tone of the brand.

• Target Audience: Commercial shoots are tailored to the preferences of the target market. A high-end luxury brand may require a more sophisticated, polished aesthetic, while a casualwear brand might embrace a more relaxed, everyday look.
• Consistency in Messaging: From product placement to the overall visual appeal, every styling choice must reinforce the brand’s messaging. For example, if the brand positions itself as environmentally conscious, the stylist might choose sustainable fabrics or eco-friendly props to reflect this value.

3. Emphasis on Wearability and Accessibility

Commercial styling prioritizes wearability and accessibility. The clothes featured must appeal to a broad audience, and the goal is to make the product feel relatable and attainable. This might mean using classic styling techniques that make the clothes easy to visualize in everyday life, rather than creating an otherworldly, high-concept look.

• Balanced Looks: The outfits styled in commercial shoots are designed to look realistic and relatable, appealing to the average consumer. Accessories and styling details are often kept simple to avoid distractions from the product itself.
• Clean, Polished Looks: The focus on clarity and the straightforward nature of commercial shoots means that the clothing is often styled in a way that allows the viewer to immediately understand how to wear the pieces. The goal is accessibility—making the clothing look fashionable yet approachable.

Key Differences Between Editorial and Commercial Styling

Challenges for Stylists in Editorials and Commercial Shoots

Editorial Challenges:

• Limited Budget: Although editorial shoots may have the creative freedom to experiment, they often have tight budgets. Stylists must make the most of limited resources, whether it’s borrowing clothing or getting creative with props and sets.
• Longer Production Time: Editorial shoots often involve elaborate sets, lighting, and multiple styling changes. This means that stylists must be prepared for long hours and quick adjustments to achieve the perfect shot.

Commercial Challenges:

• Brand Alignment: Commercial shoots demand that the stylist align their work with the brand’s image and target audience. This can be restrictive for a stylist’s creativity, as the clothing and styling must adhere to a very specific vision.
• Mass Appeal: The challenge in commercial shoots is ensuring that the visuals are appealing to a wide audience, not just fashion-forward individuals. Stylists must find the balance between presenting the product in a way that is both aspirational and accessible.

Conclusion: Mastering Both Worlds

Styling for editorials and commercial shoots may seem vastly different, but both require a deep understanding of fashion, creativity, and the ability to translate ideas into visually compelling stories. Editorial shoots offer the opportunity for artistic expression and storytelling, while commercial shoots focus on selling products with a more accessible and relatable approach. A skilled stylist must be adaptable, able to shift from one style of shoot to the other with ease and precision.

By understanding the key differences, challenges, and requirements of both types of shoots, stylists can successfully navigate each environment and contribute to the creation of stunning, effective imagery.