The profession of photographer is very popular, and there are a lot of specialists in this field, especially recently. The fashion industry, like no other industry, is interested in making sure that the products produced are captured in the best possible way. And for catalogs, and for online stores, and for advertising, and for publications in professional and glossy publications. So what kind of photographer can cope with this multifaceted task? Let's try to figure it out.

It is not often that there is a universal photographer who will perform all types of shooting equally well, whether it is a portrait, interior photography or a reportage. Usually a photographer chooses a particular genre of photography or combines several more or less similar directions. Such a division occurs due to the fact that each genre requires certain knowledge and skills, and photography training programs are developed mainly highly specialized.
Photos in the fashion industry have a special meaning, and, probably, in this area, the requirements for them are greater than anywhere else. They need to be done not just professionally, in compliance with all the canons of photography, and sometimes, by the way, deliberately violating them. Photos should visualize a dream! 

The role of the photographer in the modern fashion industry

Of course, the main purpose of fashion photography is to reflect the atmosphere and mood, to show the image conceived by the designer or art director of a fashion house. But still, do not forget about one more very important goal of her - to sell. After all, fashion photography is primarily a business, and only then a cultural phenomenon. A professional fashion photographer will shoot high-quality shots in which he will convey the mood of the collection and the character of the brand. But for this, he needs a high-quality technical task - a description of what the brand considers necessary to demonstrate in the results of the photo shoot.

The main platform for the work of fashion photographers is fashion weeks, which are held twice a year in such major megacities as New York, London, Milan, Paris, Berlin, London, Tokyo, Sydney and many others. The main goal in such cases is to visually capture designer things. To do this, according to professional photographers, it is necessary to make at least one successful full-length frame of the model, one frame where 3/4 of the outfit will be displayed and one frame with details. Shooting fashion shows is hard work, photographers are constantly on their feet from morning until late at night. But, despite all the inconveniences, this is an interesting, in-demand and exciting job.

In addition to filming at fashion weeks, fashion photographers have a lot of work - shooting presentations of clothing and accessories of fashion houses, backstage photography, fashion markets and much more. 

Who is needed in the fashion photo market?

Unfortunately, a lot of people, having picked up professional equipment, but not having received professional knowledge, pass into the category of amateur photographers, producing a lot of low-quality pictures with an excessive number of photolaps. A true professional is both a designer, a photographer, and an artist in one person, and it does not matter where the shooting will take place. He should be able not only to show the subject as accurately as possible and without distortion, but also to convey the main idea of what is happening, to reflect all the elusive details that subtly express it.

Alexander Anatolyevich Pogorelchuk, head of the Photo Fashion School project, General Director of the Agency PHOTOINF, reveals the basics of the profession: The requirements for photographers in this field are very banal: everyone wants to work with professionals. With those who are known, who have recommendations, knowledge, experience and very often personal connections. In large projects with a good budget, they often prefer to see a person with a name, and the work of a fashion photographer is no exception. But all these conditions do not cancel the requirements for the specialist himself - for his knowledge, skills, practice and ability to analyze what he does.
It would seem simple to take a photo, but to hold a commercially successful photo shoot, to build an image correctly, to comply with all the requirements of the brand is art and professionalism at the same time, which means that there is no way to do without certain skills, knowledge and experience.

Fashion photography training

There are not many educational institutions in the world that offer training in this specialty. Over the past few years, if not faculties, then at least departments where professional photographers are trained have appeared at universities where they receive specialties related to creativity and art. But not everyone has the opportunity to study abroad, and it costs a lot to study.

For example, in the USA, at one of the best art universities, Art Center College of Design, photography training costs about $35 thousand per year, while training lasts two or four years (master's or bachelor's degree, respectively). In addition, about 20–25 thousand will be spent on additional expenses (books, accommodation, meals, transport, medical insurance). Admission conditions – it is necessary to provide TOEFL results, a diploma of higher education, a portfolio.

In France, you can choose both a four-year photography course at Parsons Paris and shorter programs at Speos (duration of training is 11 and 14 months). But there is an important caveat that only those who have a bachelor's degree in the field of arts or practical experience in this field can enter Speos.

In higher educational institutions in the UK, for example, Central Saint Martins College of Art and Design, the MA Photo­graphics course lasts two years. To enter the Bachelor's degree, you must pass the international English exam IELTS. The minimum score is 6.0. In addition, the applicant must complete the annual Foundation preparatory courses at St. Martin's College. The package of documents is also accompanied by a portfolio and recommendations from teachers or practitioners of the profession with whom you have worked.

In Russia, it is more difficult with such training, since this specialty belongs to the field of secondary vocational education (specialty "Technique and art of photography"), or this topic is included in the programs of courses "Visual Communications", Fashion Branding in creative universities (cinematography faculty of VGIK, MGUKI Faculty of Photojournalism of Moscow State University, etc.). There is also an opportunity to get an education at the MGUDT School of Photography (Moscow State University of Design and Technology): upon admission and successful completion of the course "photojournalist-photojournalist", a state-issued diploma is issued. Sometimes universities include the direction of photography in the list of additional disciplines of the student's choice, for example, in the III –IV courses of the Faculty of Journalism of Lomonosov Moscow State University, as part of the variable part of the bachelor's degree program, the student has the right to choose several modules, which may include photojournalism.

One of the closest to the practice of fashion photography is the educational project Photo Fashion School, founded by Alexander Anatolyevich Pogorelchuk. The lectures are clearly structured here, with many examples of photographs from catwalks, street style photos, look-book studio shooting and photos for fashion advertising. The most interesting (and by the way, really unique) module of the project is the theme "Photo­image", where anyone will be taught to always be good at photography.

«What's in my name for you?»

And in conclusion, a few tips for those who are going to do a photo shoot of the collection or are planning another fashion event. Of course, finding the perfect fashion photographer is not an easy task. If you have met such a person, then there is one piece of advice: try to make him your permanent partner and like-minded person. It is enough to recall the stellar union of the Benetton brand and the photographer Oliviero Toscani, and this is just one example of successful cooperation.
First of all, pay attention to the fashion photographer's portfolio, his reputation, which brands he has already worked with, what types of shooting he owns (studio, podium). Make an appointment and chat with several candidates. And if you feel that this person fully shares your values and the values of your company, then you should trust such a professional, and perhaps after the first successful photo shoot you will be able to entrust him with the full-fledged management of the entire fashion history of your project.

Author: Elena Azarova,

FashionEducation.ru 

Photo: Shutterstock.com