How to Make a Fashion Editorial Remotely
In this era of social distancing, the production of photoshoots – whether they be for ad campaigns or magazine editorials – require stylists, designers, models and photographers to adapt to new digital formats. We outline the brands implementing innovative ways of working remotely while still producing new creative content.
In addition to Spanish retailer Zara’s latest shot-from-home ad campaign, a number of other brands and fashion professionals such as designers and photographers are finding creative ways to produce visual content remotely. For their April 2020 issue, Vogue Italia sent clothing samples to model Bella Hadid’s home. The subsequent editorial was both shot and styled by professionals Brianna Capozzi and Haley Wollens respectively through FaceTime. Similarly, i-D commissioned photographer Willy Vanderperre to shoot models such as Gigi Hadid, Adut Akech and Adwoa Aboah for a series of special-edition digital covers titled Safe + Sound through FaceTime.
Aside from brands and publications, freelance creatives are also taking their studios online. Italian photographer Alessio Albi shoots regular editorials through FaceTime that he then publishes on his Instagram account, as do US-based photographers Sam Dameshek and Josie Musgrave.
For stylists and designers, gaming platforms are proving to be an effective space to both create and showcase their work. Video game Animal Crossing: New Horizons has become a go-to platform for amateur designers to recreate runway looks and for stylists to produce brand lookbooks and experimental editorials. Hong Kong-based stylist and photographer Kara Chung is among those shooting these editorials, having made spreads and lookbooks for the likes of Hypebeast and Highsnobiety, while esports streetwear retailer 100 Thieves has made its entire collection available for free download through the game.
These digital formats not only allow people to stay creative during quarantine, but also ensure that people working in creative fields still have opportunities to create work and expand their portfolios. For more on innovative brand responses to the Covid-19 pandemic, see Covid-19: Fashion Industry Survival Strategies. Also, keep an eye on our Coronavirus: Updates & Brand Responses page for daily updates.