How to Obtain Editorial Images When Shooting Your Collection for Your Website
Showcasing your collection with striking, editorial-style photography isn’t just an aesthetic choice—it’s a strategic move. While clean e-commerce images are essential for online sales, editorial images help tell your brand story, express your vision, and separate you from the competition.
So, how do you balance the practical needs of catalog photography with the aspirational allure of editorial visuals—especially in a single shoot? This post will guide fashion designers, brand owners, and creative teams through the process of planning and executing a campaign shoot that yields both editorial and commercial images in one go.
Why Editorial Images Matter for Your Website
Before diving into the "how," let’s briefly cover the "why."
Editorial-style images are:
- Emotionally engaging – They convey mood, narrative, and lifestyle.
- Ideal for press and marketing – Magazines, blogs, and PR agencies prefer them.
- Social media friendly – High-impact imagery drives shares and saves.
- A reflection of brand DNA – Editorial photos showcase vision beyond product.
Whether you’re launching a new collection or updating your lookbook, adding editorial imagery to your site creates depth, credibility, and buzz.
Step 1: Define Your Brand’s Visual Direction
Before booking talent or scouting locations, clarify your visual goals. Ask:
- What story does this collection tell?
- Who is the target customer?
- How should they feel when they see these images?
Consider creating a mood board that includes examples of editorial spreads, textures, poses, lighting, and wardrobe pairings. This helps your photographer—and the rest of the creative team—stay aligned throughout the process.
Step 2: Build a Creative Team That Understands Editorial Work
Not all photographers or stylists are versed in editorial work. A successful editorial shoot requires collaboration between a team that includes:
- Fashion Photographer: Ideally someone experienced with both lookbooks and editorial work. Their ability to use light, angle, and composition to create drama is essential.
- Stylist: Select one with a fashion-forward sensibility. Editorial looks often feature unexpected layering, bold accessories, or offbeat pairings.
- Hair & Makeup Artists: Choose artists who understand how to work for camera. Editorial styling tends to be bolder or more conceptual than clean beauty or e-comm looks.
- Creative Director or Producer: Optional but helpful if you want someone to oversee the shoot logistics and keep the concept cohesive.
When hiring, review portfolios and ask to see previous editorial shoots. A strong fashion photographer will already have experience delivering both e-commerce and editorial content during the same production.
Step 3: Plan Your Shot List Strategically
To capture both clean product shots and editorial images, you’ll need to work efficiently. Start by dividing your shot list into categories:
- E-Commerce Shots: Front, back, and side views on a plain background.
- Lookbook Images: Full-length and detail shots with styling variation.
- Editorial Shots: Story-driven, stylized images that focus on mood, movement, or setting.
Plan your day to tackle e-commerce images first—when garments are freshly steamed and light is predictable—then transition into editorial setups. If possible, shoot lookbook and editorial images simultaneously with creative variations in posing, lighting, and angle.
Step 4: Choose a Location That Adds Visual Texture
Editorial photography thrives in locations that feel real, lived-in, or unexpected. Even a minimalist space can provide opportunities for dramatic imagery if it offers:
- Natural light with shadows
- Architectural interest
- Neutral or textured walls
- Access to outdoor space
Some options to consider:
- Your design studio: Highlight the craftsmanship process.
- Rooftops or alleyways: Great for urban edge.
- Industrial spaces: Provide grit and contrast to delicate garments.
- Nature-based locations: Ideal for organic or romantic collections.
If shooting indoors, work with your photographer to create shadow play, window lighting, or backdrops that mimic editorial set design. Renting a location that offers multiple backdrops can provide versatility without a huge production cost.
Step 5: Focus on Movement, Posing, and Mood
Unlike flat product shots, editorial images capture emotion and movement.
Direct your model—or let your photographer direct—to:
- Move freely: Walking, jumping, turning, or interacting with the set.
- Break symmetry: Editorial poses often favor asymmetry and unexpected angles.
- Embody a character: Whether it's a rebel, romantic, or minimalist, this gives depth to the story.
The model’s connection with the camera, the way garments fall in motion, and even wind-blown hair can elevate a simple image into a magazine-worthy shot.
Pro Tip: Schedule breaks to review images with your team. A quick review on a tethered laptop helps you pivot if you’re not yet hitting editorial-level storytelling.
Step 6: Leverage Editorial Styling Techniques
Editorial styling doesn’t mean avant-garde or unwearable. It means:
- Intentional layering
- Thoughtful accessories
- Unexpected pairings
- Dynamic shapes or proportions
Use pieces from your collection alongside accessories, props, or complementary wardrobe items. Your stylist can introduce a bold handbag, oversized coat, or unique shoe to elevate the look. Keep the focus on your garments, but don’t be afraid to create drama through styling.
Step 7: Use Lighting to Shape the Story
Editorial photography often uses moodier lighting, harsh shadows, or natural golden-hour tones to build atmosphere. Discuss the following with your photographer:
- Hard light vs. soft light
- Directional lighting for drama
- Color gels or bounce boards for creativity
- Time of day for outdoor shots
If you're shooting in studio, editorial lighting setups may involve flags, reflectors, and even continuous light for motion blur. Trust your photographer’s lighting choices—they’re key to the overall tone of the final image.
Step 8: Edit for Editorial Impact
Post-production is where your editorial images truly come to life. Retouching should enhance skin, fabric, and lighting while preserving texture and authenticity. Some editorial edits might include:
- Selective color grading
- Emphasis on shadows/highlights
- Filmic or grainy finishes
- Black and white versions for mood
Make sure to clarify your editing preferences with your photographer in advance. Some brands prefer a raw, documentary feel; others want high-gloss polish. Your edits should reflect your collection’s tone.
Step 9: Format and Feature Editorial Content on Your Website
Don’t bury your best editorial images! Use them strategically across your site to elevate your visual presence:
- Homepage hero banners
- Lookbook galleries
- Collection landing pages
- About or Vision pages
- Blog content (like this one!)
Also, optimize every image for SEO:
- Use descriptive file names and alt text (e.g., “editorial-black-wool-coat-fall-2025.jpg”)
- Keep image sizes compressed for fast load time
- Create internal links from blog posts to product pages
Step 10: Repurpose Editorials for PR, Social, and Sales
Once you’ve obtained editorial images, maximize their impact:
- Pitch them to fashion blogs or online magazines
- Use them in press kits and lookbooks
- Feature them in newsletters
- Create carousels for Instagram
- Use hero shots in paid ads
You can even print your favorite editorial shots for trade shows, pop-ups, or behind-the-scenes signage.
Final Thoughts: Editorial Photography Is More Than a Style—It’s a Strategy
Incorporating editorial photography into your collection shoot isn’t just about making things “look pretty.” It’s about building a narrative, elevating your brand perception, and creating assets that work across platforms.
By working with a skilled fashion photographer and intentional creative team, you can walk away from one shoot with a complete image library: clean catalog shots, stylish lookbook images, and compelling editorial content that resonates with press, buyers, and customers alike.
Need Editorial Photography for Your Next Collection?
If you're planning your next campaign and want to ensure your visuals are both sellable and striking, I specialize in creating editorial content that aligns with your brand’s identity. From concept to post-production, I’ll work with you to build a shoot that delivers everything you need—without compromising creativity.
Contact me to discuss your next shoot or explore my portfolio to see editorial work for fashion and beauty brands.