We see them walking down the street, going into the tube, scrolling on Instagram, opening a web page - where don’t we see them? Yes, we’re talking ads. Although incredibly disposable to most pedestrians, they’re not as easy to create as one might think. Strategic planning and a creative eye make the wheel go round behind the scenes of a fashion photoshoot.
Although we don’t have a video of the planning that goes into it ahead of the actual day - it would be very boring footage of people sitting infant of computers sipping on a hot bevvy - we can show you tidbits from the actual photoshoot day.
If you're interested in learning more about what happens behind the scenes check out this video of our 2020 photoshoot, featuring the Velvet Faux Fur Pink Coat as also seen on BECKY HILL in the singer-songwriters music video "Last Time”, yes That pink coat!
WHAT ARE THE IMAGES USED FOR?
This is the basic process of producing images for our website and other mediums of showcasing. We conduct editorial photoshoots, line sheet photos for e-commerce, campaign shoots and of course, behind the scenes.
Taking multiple photographs of the same garment allows you to see different angles, how it hangs on what size. Always keep in mind that yes, models are thin and curvy in the right places - they are also usually quite tall. This means that a size small on a person who is 185cm is going to fit larger on a person who is 160cm and have a healthy BMI.
We capture images that tell the story of the collection. This means highlighting aspects such as buttons, embroidery and delicate fabrics. The design and manufacturing of a garment at LULA LAORA is an intricate process. Most pieces are handmade at the London-based studio. The product designs commonly have hidden features and clues explaining the theme of the fashion season.
THE 411 BEHIND THE SCENES OF A FASHION PHOTOSHOOT
Aside from the cameraman, you will find racks of clothing, models, a showrunner so-to-speak and assistants running around providing the models with the next round of garments to photograph. This is organised beforehand, planning which top goes with which bottom and what parts of the piece is worthy of the limelight.
Everything behind the scenes is organised beforehand as time is always of the essence. With many moving parts, re-scheduling takes a great deal of time and is not a possibility - and this you only know if you are behind the scenes of a fashion photo shoot.
FOLLOWING A FASHION CALENDAR
We follow the fashion calendar, which means that LULA LAORA collections are showcased in London fashion week in September and February. The Autumn Winter collections are previewed in February for buyers to consumer and pick for six months in advance.
The same goes for September fashion week, which showcases the Spring Summer collection to be purchased and planned. Leaving a six month waiting period also allows fashion professionals to analyse which pieces have done well before they’re out on the floor to be purchased.
WE DO UNISEX FASHION FOR ALL TO ENJOY
As you can see in the video, we consider all of our items to be UNISEX. We encourage both men and women to experiment with cuts, colours and types of garments. Images are taken of both men and women wearing certain pieces so that it is easier to understand the fit of the garment on different people. Included in the product description you will also find the models height, which will indicate how it fits.
Who wears what is a part of planning looks, making sure that the images look great and sizes are available for all different body types. We love breaking down social norms in favour of living your true self. Oscar Wilde said it best, “Be yourself. Everyone else is already taken”, and we at LULA LAORA could not agree more.
MADE-TO-ORDER EXCLUSIVE ITEMS
In addition, images are curated for our made-to-order program. We only create one piece per collection to showcase items we can make. The pieces are hand made in our London studio with carefully curated fabrics. Our bespoke program is part of our efforts to reduce waste. Sustainability is an essential factor in our business practices, which is why we also have the UPCYCLED program.
UPCYCLED FOR SLOW FASHION, BECAUSE - SUSTAINABILITY
In the UPCYCLED program, we use leftover fabrics from previous or current collections to create limited edition pieces resulting in small capsule collections. Quantities of each item vary depending on how much sewing fabric we have leftover, and sometimes it is truly a one of a kind piece - just like you. Variety is a great way to part-take in the practice of slow fashion and encourage expressive individuality. Clothes are like a second skin, and we like you to feel good in the skin you’re in.
Sustainability is a big reason we have the made-to-order ad UPCYCLED program. LULA LAORA wants to be a part of a positive movement, not a part of the environmental crisis we currently find ourselves.
COVID-19 IMPLICATIONS WHEN DOING A PHOTO SHOOT
With COVID-19 the management of photoshoots has somewhat changed. Face masks are a government requirement behind the scenes of a fashion photo shoot. Models are excluded from this for obvious reasons.
Everyone takes an NHS approved COVID test. Only those (or all of those) who test negative for the illness are allowed on set. Proper ventilation is encouraged but can be difficult in terms of ideal lighting. But better safe than sorry!
So there you have it! Now you know what happens behind the scenes of a fashion photo shoot. If this blog post left questions unanswered, go back and watch the video again! It features our Candy Man Can collection from SS20 inspired by Willy Wonka and the Chocolate Factory and Poison Ivy from the Batman & Robin 1997 film.