What Is Editorial Fashion Photography?
Editorial fashion photography uses clothes, accessories, or beauty items not just to display a product—but as elements in a visual story or concept. The garments alone don’t carry the weight; instead, they become part of a broader narrative, a mood, a movement.
In contrast to traditional commercial or standard fashion photography—where the goal is to sell a specific garment or item—editorial shoots focus on conveying a feeling, a concept, a lifestyle. The clothing is still there, but it becomes accessory to an overarching idea. The styling, setting, lighting, and mood must all play together to make that concept work.
Editorial vs. Commercial: Understanding the Difference
A commercial shoot aims to market a product directly: the finished image is about “Buy this jacket,” “Wear these shoes,” or “Use this skincare.” Fashion shoots in that sense often prioritize the garment itself. But editorial photography shifts the focus. It’s less about the item and more about what that item evokes—an attitude, a story, an identity.
As the photographer emphasizes: commercial photography sells a product, fashion photography sells a lifestyle, and editorial photography sells a story. When you blend all three? A powerful editorial fashion shoot is born.
Key Elements of Editorial Fashion Photography
Through her time working in a studio at Fairchild Publications and now on her own freelance shoots, Lisa Ramsay highlights several core pillars:
- Concept and storytelling
Before the shutter even clicks, you need a solid idea. What is the story? What does the mood board look like? How will the shoot flow from start to finish? A polished editorial starts with strong prep: mood boards, run‑of‑show documents, team communication. - Team and atmosphere
Talent needs direction; crew members need clarity; the atmosphere must match the desired vibe. Whether it’s joyful, edgy, moody, or glamorous—the team needs to bring that to life. The photographer’s role is less about capturing what’s in front of the lens and more about orchestrating what’s behind it. - Lighting, lens, framing, background
Creating the right photographic language matters a lot. Lighting in editorial work is often more dramatic than in straightforward fashion photography. Some photographers might use four lights; some may use ten or more—but it’s not the number, it’s the effect. A single beauty dish or an octabank may suffice if used well. Additionally, lens choice, framing, focus, color toning and background all contribute to the overall feel of the image. - Beauty as editorial too
The world of beauty photography has evolved and now often intersects with fashion editorial. Think about a skin‑care focused shoot that still has accessories or fashion styling. Or a hairstyling shoot that plays with high‑impact make‑up and couture elements. The same storytelling mindset applies.
Applications: Where Editorial Fashion Photography Lives
You’ll find editorial fashion photography in many places beyond glossy magazine spreads. These shoots may provide visuals for:
- Print and digital ad campaigns
- Marketing and brand promotional materials
- Corporate brochures or websites
- Product packaging
- Film or television styling
- Book covers or newspaper/magazine features
- Blogs or websites focused on personalities or lifestyle
What’s common in all these cases is the emphasis on mood, narrative and aesthetic impact rather than simply “look at this item.”
Final Thought
As the photographer puts it: commercial photography sells a product, fashion photography sells a lifestyle—and editorial fashion photography sells a story. By combining all three you can powerfully communicate something unique.
So when you’re planning your next editorial fashion shoot, ask: What will you photograph? What story will you tell? And how will every element—styling, lighting, team, photographing—work together to bring that vision to life?
