Fashion Campaigns - Scenarios, Themes and Inspirations - START by WGSN

E-book
Fashion
Campaigns
2022:
SCENARIOS, THEMES AND INSPIRATIONS
Elleme
FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS
Summary
Introduction ............................................... 3
Fashion campaigns ................................... 4
Lookbooks .................................................. 8
Product photography ............................... 12
Video tutorials ........................................... 19
Inspiration: Scenarios ............................... 20
Playful Scenarios ....................................... 22
Minimalist Scenarios ................................ 25
Mirror Game .............................................. 29
Immersion into Nature ............................. 32
Meet Start by WGSN ................................ 36
2
Image credits: WGSN
Pexels
Introduction
As one of the main points of contact, brand images are key for
brand recognition. They can be produced in different ways and
targeted to the most varied audiences. An initial question may
be “What style of photography conveys my brand identity while
appealing to my client?” It is crucial to have well-defined goals at
the initial time of planning for a fashion campaign, such as where
the photos will be published.
For a small fashion brand in the early stages of business,

photographic production can be a challenge, especially given the
costs involved. That’s why we’ve prepared a guide with tips and
references, so you can capture the essence of your collection with
creative and impactful photos.
3
Dziana Hasanbekava | Pexels
FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS
Fashion
campaigns
4
Cottonbro
FASHION CAMPAIGNS FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS
Fashion campaigns are one of the most important image

creation jobs for a brand as they present the concept of the
collection. That is, the central theme, inspiration and narrative
that the designer intends to tell with their clothes will be
presented through a sequence of photos, which will promote the
range and contribute to the positioning of the brand.
5
Balmain
FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS FASHION CAMPAIGNS
Before planning the photoshoot, create a brief and a

moodboard (panel) with keywords and reference images. This
way, it is easier for the entire team to understand the proposal
and work accordingly.
It may happen, for example, that a plan to conduct a

photoshoot on a beach in Bali becomes infeasible due to
insufficient budget. That said, references can include a
particular pose of a model, the type of lighting in the photo
and/or the angles of the photo. These are ideas that can be
adapted. A storyboard with drawings in sequence of each of
the desired photos can be a useful guide so that the entire
team knows the common objective.
6
Pexels
FASHION CAMPAIGNS FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS
With this material on hand, the photographer can also contribute

ideas, whether proposing different paths within the same
narrative, or contributing ideas about light, composition,
photography plan, aesthetics etc. In addition, your creative
director or executive producer will be able to take better care of
details such as location, casting, staff etc. Styling and beauty
(hair and make-up) are fixed according to the theme and models
must use body expression (acting) to illustrate the necessary
sensations and atmosphere.
Another important step is post-production, where photos

usually go through edits, albeit light, for color/brightness/
saturation corrections or even basic skin retouching. Ideally,
this should be carried out by a trusted professional who is also
briefed on the type of editing you expect.
7
Pexels
Lookbooks
8
Preen by Thornton Bregazzi
FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS LOOKBOOKS
A lookbook is essentially for clients to visualize the looks.

It is photographed with models so the fit of the garment can
be seen, and in specific scenarios relating to the concept
of the collection, but with a focus on selling the clothes.
Photos for this purpose are usually developed inside a
studio with controlled lighting and more structure, which
translates to comfort for the team and thus, efficiency.
Moving away from the common white background, the

possibilities of scenarios for lookbooks are endless:
colored backgrounds, props (scene elements), external
locations, unusual scenarios and more.
9
Allan Franca Carmo | Pexels
LOOKBOOKS FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS
An important tip for photographing lookbooks is to use a

tripod so all images have the same angle, orientation and
crop. Ensure that light and colors don’t interfere with how the
product looks in real life. If there are distortions, retake the
photo or correct it digitally (via Photoshop, for example). The
model’s acting can vary here, but work on simpler and more
classic poses to enhance the product’s fit on the body.
10
Harrison Hainess | Pexels
LOOKBOOKS FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS
Examples of Lookbooks
11
Facetasm Alexander Mcqueen IA London MSGM
Product
photography
12
Canva Pro
FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS PRODUCT PHOTOGRAPHY
Product photography (also known as still photography) does

not include human elements in the imagery result. The focus
here is the visual demonstration of the product, often in a
more technical way.
While this type of photography has become popular with

the growth of e-commerce, the challenge is to produce
product photographs that are impactful and that provide
differentiation in the market. The photos should keep in line
with your brand identity and the concept of the collection.
These two factors can also guide the aesthetics of product
photography. Bear this in mind before starting the photoshoot
to avoid frustration, wasted time or even noise in brand
communication.
There are three main types of still photos for clothing, which
can vary according to the characteristics of each piece and
what the brand wants.
13
Malvestida Magazine | Unsplash
PRODUCT PHOTOGRAPHY FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS
Canva Pro
Flat lay
These are photos produced on a flat surface, usually
a table, with the garment open or folded. It is also
common to combine pieces to form a kind of look
composition to give the consumer an idea of how
they
match with each other or with accessories.
14
Canva Pro
FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS STILL: PRODUCT PHOTOGRAPHY
FOTOGRAFIA DE PRODUTO
Hanger
Pexels
The simplest and most stripped-down type of still photo.
The clothing is placed on a hanger; not all pieces will be
visually interesting on hangers, so it’s worth testing and
making adjustments if necessary. You can also feature
more than one outfit in a single photo, or organize that set
of pieces on a rack, which can simulate how the clothes
would look in your customer’s wardrobe.
15
Canva Pro
Invisible
Pexels
mannequin
Also known as ghost mannequin, among other names,
this is the most demanding type of still photo as it
requires more pre- and post-production work. This
technique simulates the fit of the garment on someone’s
body, so that the buyer can imagine how the garment
would look on themselves. As the name suggests, the
clothes are dressed on a mannequin, which is then
erased in the editing process. Thus, only the piece is
highlighted without any distractions that could steal
attention – as if dressing an invisible person.
16
Angela Roma | Pexels
FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS STILL: PRODUCT PHOTOGRAPHY
FOTOGRAFIA DE PRODUTO
Tip 1:
All the angles
Pexels
If shooting for your online store, it’s important to have
several photos exploring different angles of the same
product. Be sure also to produce photos with an excellent
zoom. This tends to provide assurance to the consumer
as they will be able to check the quality, texture, details
and have a better idea of the item’s dimensions. Product
photography is important as it affects the consumer’s
purchase decision, credibility of your products and,
consequently, positioning and reputation of your brand.
17
Pexels
Tip 2:
Scene elements
(PROPS)
Iho Rapita | Pexels
If you don’t have an exorbitant budget for elaborate

productions, creativity will be your main ally in photo
production. Simple and affordable elements can
guarantee an interesting visual effect, such as styrofoam
shapes, heavier paper/cardboard, mirrors, wooden blocks,
acrylic shapes etc. There are also stores that specialize
in providing this type of material for photoshoots. If you
can’t find it in your city, it’s worth researching various
supply stores, stationery stores, decoration stores and
birthday party supply stores, among others. You can also
buy from international sites.
18
Karolina Grabowska | Pexels
Video
tutorials
Visit our video section on the START by WGSN platform for
tutorials on how to take creative photos of products and fashion
collections, as well as for more ideas and inspiration.
CLICK HERE!
19
Inspiration:
Scenarios
20
Issey Miyake
FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS INSPIRATION: SCENARIOS
The catwalks of the last international season, which returned

to the face-to-face format, drew attention for being majestic.
The shows are fundamental to build and present the narratives
proposed by creators.
Here are some of the main references, according to

Macro Themes 2022, which can be creatively adapted for
photoshoots/campaigns in different fashion segments. Get
inspired for your next photoshoot for a conceptual campaign,
a lookbook, product stills or even simpler (but no less
interesting) photos for your brand’s social media.
21
Vienne Westwood
Playful Scenarios
22
Dior
INSPIRATION: SCENARIOS FASHION CAMPAIGNS 2022: SCENARIOS, THEMES AND INSPIRATIONS
Playful
Maison Margiela
Scenarios
Game boards, fairs, sets with fun elements and
in cheerful colors generally point to brands with a
strong personality and young spirit. Finding or making
the ideal playful elements to set the mood for your
photoshoot can be challenging, but keep in mind
that they can add originality and allow for interesting
variations in poses for models.
23
New Balance Kids
Playful Scenarios
MSGM
Y_Project
Mathieu Lehanneur
Jacquemus
Mira Mikati
Mira Mikati
24 V Man
Minimalist
Scenarios
25
Givenchy
Minimalist
Frame Hyundai Scenarios
Simpler sets, usually set up in studios, allow the
spotlight to remain on the clothes. Here are some tips
to create interesting photos: the models’ acting counts
and movement can be a good strategy; feature more
than one model in the photo, whether interacting or not;
lighting can be harder, softer, more focused or even
colorful; the background can be neutral or colored, or it
can be produced with fabrics to add a touch of texture.
26
Dior Men
Props such as chairs, armchairs and acrylic cubes can

complement the photos, but pay special attention to
the fit and key details of the outfit. The background
Preen by Thornton Bregazzi
can also be worked at unusual angles: a meeting of
two ‘walls’, for example, or a staircase that appears
perpendicular. Take advantage of natural lighting
– variations in light entering through a window, for
example, can visually enrich the work.
27
Haight
Minimalist Scenarios
Veronica Beard
Hermès
Etro
Matches Fashion
Jack Rabbit Studio

Helleme
28 Loewe
Mirror Game
29
Pangaia
Mirror
Ulla Johnson
Game
Mirrored installations and surfaces in sophisticated or
unusual combinations can create striking visuals. Work
with smaller mirrors that either reflect light on a part
of the model’s body or clothes, or reflect an item in the
mirror so that it also appears in the photo (the sky, for
example, or even another model).
30
Issey Miyake
Mirror Game
Bottega Veneta
Fendi
Ashish
Sasha Kim | Pexels
Benjamin Benmoyal
Salvatore Ferragamo
31 Saint Laurent
Immersion into
Nature
32
Prada
Immersion
Ujoh
into Nature
Beaches, countrysides, forests, mountains, dunes,
riverbanks and even gardens with swimming pools
– outdoor locations are a more common but no less
charming option for photographing campaigns and
lookbooks. Consider the colors of your items before
deciding on this type of location. Ideally, there should
be an interesting contrast that highlights the pieces.
33
Burberry
Immersion into Nature
Alexander McQueen
Prada
Valette Studio
Saint Laurent
Ulla Johnson
Collina Strada
34 WGSN
35
Prada
START by WGSN is a
platform focused on helping
entrepreneurs and small
fashion brands in their
business journey.
With practical resources to optimize everyday
life, START provides strategic online tools and
resources to provide inspiration and guidance
for the creative process of product and
collection development.
36
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A library with thousands of technical sheets ready to
download and edit
An inspiration gallery with more than three million

fashion images
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E-book

For a small fashion brand in the early stages of business,

Fashion campaigns are one of the most important image

Before planning the photoshoot, create a brief and a

It may happen, for example, that a plan to conduct a

With this material on hand, the photographer can also contribute

Another important step is post-production, where photos

A lookbook is essentially for clients to visualize the looks.

Moving away from the common white background, the

An important tip for photographing lookbooks is to use a

Product photography (also known as still photography) does

While this type of photography has become popular with

If you don’t have an exorbitant budget for elaborate

The catwalks of the last international season, which returned

Here are some of the main references, according to

Props such as chairs, armchairs and acrylic cubes can

Jack Rabbit Studio

Immersion into Nature

An inspiration gallery with more than three million

A Fashion Feed by WGSN with daily updates of the

An exclusive Suppliers Directory, segmented by country

The possibility to organize, manage

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