Have you always dreamed of pursuing your passion as a fashion photographer in Los Angeles? The fashion industry is notoriously difficult to break into, but with the premium day rates that fashion photographers earn in Los Angeles, your efforts can certainly pay off.
Occasionally I will be asked if I recommend fashion photography as a career. Typically I say, if you can imagine yourself doing anything else, it’s probably better to do that other thing. The reason is that fashion photography is an extremely difficult business, not only to break into, but also to maintain. The high cost of living in Los Angeles means that the ups and downs of freelance work in the fashion photography industry can be difficult to manoeuvrer. Only those with true dedication will survive.
For those of us who feel a calling at our core to photography, no other career will hold a flame. One must be committed, diligent, hard-working, creative, and capable with technology. They must be prepared to put in the time, and willing to do whatever it takes to bring the dream of fashion photography to life. If this sounds like you, please read the recommendations are below.
Menswear for fashion startup.
©Sonya Bowman Photography
What is a fashion photographer?
When you hear the term "fashion photographer," what comes to mind? Some may think of celebrity photographers like Mario Testino or David LaChapelle, while others may imagine someone taking glamour shots of models in high-end fashion shows. But what is a fashion photographer really responsible for?
A fashion photographer is responsible for capturing both the beauty and the fashion of clothing and accessories, as well as any special features that a client may wish to highlight. Fashion photographers work with designers, stylists, and fashion magazines to help produce images that reflect the latest trends and styles. In addition, they are often involved in developing photo shoots specifically for those publications. In order to become a successful fashion photographer in Los Angeles, you will need to have a passion for the industry and a great eye for composition. You will also need to be able to partner with other individuals on the team. There will be client representatives with their own obligations, such as making sure the right items are featured in the photo shoot and any functionality highlights are displayed. There will be an art director and/or creative director, who will have come up with the concept for the photo shoot. It is the fashion photographer’s job to see that everyone’s needs are met, without sacrificing the impact of the images that they create.
Last but by no means least, the photographer must have excellent people skills, so as to put the model at ease. Models are asked to wear all sorts of garments, and often asked to make exaggerated poses. They may be modeling swim suits in the winter time, warm coats in summer. The photographer creates the vibe on set that allows the model to relax and bring their best to the photo shoot.
Celebrity fashion photographers may have a reputation of being difficult to work with, but a newer photographer starting out in the fashion industry simply cannot afford to make enemies in this way. Photography is a business that relies heavily on personal recommendation, so a gregarious spirit can go a long way in ensuring the photographer will be called back again for future work. There are a few different routes you can take to becoming a successful fashion photographer in Los Angeles, so explore all of your options before making a decision.
Denim story for fashion blog.
©Sonya Bowman Photography
Why do you want to be a fashion photographer?
There are a few reasons people might want to become a fashion photographer. For some, it may be a passion or love of photography that drives them. For others, it may be a desire to create images that can be appreciated by others and help tell a story. Whatever the reason, becoming a fashion photographer in Los Angeles can be rewarding and very lucrative.
First and foremost, being a fashion photographer can be extremely fun. It’s an opportunity to capture beautiful images of people and fashion in all its glory, and to work with some of the most creative people in the industry. It can also be quite challenging, as there are many different styles and genres of fashion photography to master.
Another reason why becoming a fashion photographer in Los Angeles is worthwhile is the money involved. Depending on your experience level and portfolio, salaries can range from modest to very high. In addition, there are numerous opportunities for freelance work, which adds variety to your portfolio.
Menswear on location.
©Sonya Bowman Photography
What does the job of a fashion photographer entail?
-A fashion photographer captures images of people in clothing in such a way that helps potential customers look up to and identify with the brand.
-A fashion photographer will work with a team, typically consisting of a digital tech, one or more photo assistants, stylists, production assistants, makeup artists, and models, of course. There may also be location managers, prop makers, set designers, and the previously mentioned client representatives, creative and art directors. The actual designer of the garments may even be present. It’s a big team, and someone has to manage it all, so a photographer needs to have excellent leadership skills.
-A fashion photographer may work with magazines, advertising campaigns, online retailers, or social media personalities.
How to become a fashion photographer in Los Angeles?
Fashion photography is a popular and growing industry in Los Angeles. There are many ways to become a fashion photographer in Los Angeles, but the traditional route starts with a Bachelors program, or perhaps a technical school. When students are considering the school that they will attend, they should note the work placement opportunities offered by their school, as well as the individuals they will have the chance to network with along the way and even after they graduate.
Practice makes perfect, and it is necessary for a photographer to feel completely at ease with their camera. Even before starting school, an aspiring fashion photographer should be in the habit of photographing their friends and families in a variety of scenarios to learn the basics of photography first hand.
After graduating from school, it is best for a budding photographer to find work as a photo assistant. Here is where the networking from school days can come in handy. It only takes one person to hire you and show you the ropes to help launch your career in fashion photography. A student is taught the fundamentals of photography, and is introduced in a variety of styles and techniques. Working on set as an assistant teaches the newbie photographer everything else they need to know, from set etiquette to proper handling of studio gear. If the assistant is lucky enough to work with a fashion photographer who is successful in their career, they should work with that photographer for as long as it takes to learn everything they can from the master. This may be anywhere from one to three years.
New photographers should not rush into their career and skip the step of assisting. This phase of one’s career supplies the all-important networking opportunities that every new fashion photographer will need to get their career going. Most assistants work a number of fashion photographers to learn as much as they can from a range of people, each with their own styles and skill sets.
Assistants will sometimes be approached by potential clients who are working on a strict budget, which is an excellent foot in the door. They will also meet models and other crew members who may also be new in their career, and therefore willing to pose for test shoots.
Test shoots are unpaid photo shoots with the goal of producing portfolio-worthy images that can be utilized by the photographer, model, stylist, makeup artist, and even the retoucher. Scheduling numerous test shoots in a variety of locations hones the young fashion photographer’s skills and gives them the opportunity to lead up teams and demonstrate an ability to move from a creative brief, through the pre-production process, the shoot itself, and post-production. (See definitions at the end). All of these skills are vital when the photographer is booked by a paying client, and it is best to polish the skills before a budget is on the line.
Even after a fashion photographer has broken into the business, they can continue their learning through workshops and creative retreats. If you are passionate about fashion photography, there are many opportunities available to you in Los Angeles, but you have to be patient and willing to put in the work.
E-commerce fashion photography is typically shot on a more neutral background.
©Sonya Bowman Photography
Tips for a successful career as a fashion photographer in LA.
1. Stay up-to-date on technology. Photographers use a variety of cameras and lighting, as well as software. High end fashion photo shoots will always be on the cutting edge, so the photographer looking to get there will spend time reading product reviews, going to camera stores to see new gear, and attending seminars to learn some new tricks.
2. Keep inspired. Stay on top of trends by continually watching the fashion industry and observing what other fashion photographers are doing. Inspiration need not come in the form of photographs alone, however. Many photographers take inspiration from other forms of art or even by visiting other cultures. You cannot give from a well that is dry, so continue to inspire yourself in whatever way works for you. A visit to a museum is a great way to get the gears moving.
3. Join professional photo associations. These are a great way to network with other photographers and learn from their experiences. The American Society of Media Photographers (ASMP) is a good resource that offers a variety of services to their members, from contract templates to advice on insurance and a multitude of local networking opportunities. Other options are American Photographic Artists (APA) and the Professional Photographers Association (PPA). Depending on which organizations you join, you may also be featured in their catalog that gets sent to advertising agencies and editorial fashion photography art buyers, which may lead to your next job.
4. Be open to different opportunities. Every fashion photographer dreams of having a spread in Vogue, but we all have to start somewhere. If you are still building your portfolio and contacts list, you may choose to take a full time position or on-going freelance in an e-commerce roll. These types of fashion photography jobs may not be as glamorous as their editorial counterparts, but they offer security and time while the photographer continues to hone their skills, both behind the camera and as a team leader.
5. Never stop building your portfolio. You may be working on some jobs that result in images that are striking enough to make it to your portfolio, but often times paid work can be less than what we aspire to. For that reason, keep testing. Keep working with new talent and with new techniques. A fashion photographer's portfolio should be ever changing and always demonstrating the very best of the photographer’s work.
If you are wondering how to make a portfolio, please checkout Sonya Bowman Photography.
Definitions:
Creative Brief – Photo shoots begin with an idea. This idea needs to be communicated to all members of the team so that everyone knows what the end goal is. This can be as simple as a Pinterest board, but it can be presented in a variety of ways – a PDF, a slide presentation. There may even be sample books to display textures and fabrics. Without an art director to guide the shoot, this task will fall to the photographer, stylist, or combination of the two working together.
Pre-production – There is a lot of work that goes into making the photo shoot a success. Pre-production entails anything that must be done to get ready for the shoot. It could be location scouting, model casting, purchasing paints, furniture, or other set decorating items, renting gear. The stylist will be gathering the clothing and accessories to be used on the shoot. A call sheet is sent to the talent and crew telling them where to be and when, where they should park or how to get there, whether or not lunch will be provided, and contact info for everyone on the crew. In short, making sure everyone has everything they need on the day of the shoot to bring that creative brief to life.
Photo Shoot – This is the day everyone has been gearing up for. A fashion photo shoot typically has an early call time. The makeup artist arrives and sets up their station. The model arrives as dictated, typically with clean but moisturized skin, and hair as directed depending on the circumstances. The photo assistants and photographer arrive and get the lighting set up. This may have been roughed in during the pre-production, but it will now be finalized and ready to go by the time the model is camera ready.
Post-production – After the photo shoot, there may be gear to be returned, the stylist will usually return some of the things they purchased for the shoot. If invoicing information was not included in the call sheet, the crew will be sent an email instructing them on how to submit their documents for payment. Most importantly, the images will be selected, retouched, and delivered to the client (if there is one) or the crew (if they worked with the promise of portfolio images).