Fashion Photography
Client: Local Retail Shopping Center / 99.1 FM California
Role: Lead Photographer & Talent Director
Location:Retail Store Floor (Pop-up Stage), California
Gear: Canon 7D | Canon 70-200mm f/2.8L IS II USM
The Scenario: High-Traffic Retail Environment
This session was captured during a live Mother’s Day promotional event, hosted by the local 99.1 FM radio station. Unlike a controlled studio environment, this shoot took place directly on the retail clothing store floor. This presented unique challenges: a fast-moving crowd, a mix of fluorescent overhead store lights, and a temporary stage setup with industrial-style scaffolding as the backdrop.
Technical Execution: The Power of the 70-200mm
To combat the busy visual environment of a shopping mall, I utilized the Canon 70-200mm f/2.8L pro lens.
- Compression & Bokeh: By shooting at the longer end of the focal range (150mm–200mm), I was able to compress the background, effectively "blurring out" the retail distractions and keeping the focus entirely on the model and the apparel.
- Low-Light Performance: The constant f/2.8 aperture allowed me to maintain a fast shutter speed to freeze the models' movements despite the store's challenging lighting conditions.
- Sharpness: The 7D and L-series glass combination ensured that every detail—from the intricate floral patterns to the textures of the Kentucky Derby-style millinery—was captured with commercial-grade clarity.
Directing Talent & Finding the Angle
Success in fashion photography isn't just about the gear; it's about the connection with the model. In a live event setting, models can often feel stiff. My role was to provide rapid, confident direction to find the "hero angles" for each look.
- Posing for Silhouette: For the striped jumpsuits and velvet sets, I focused on high-contrast posing to accentuate the lines of the clothing against the scaffolding.
- Natural Expression: By engaging with the talent, I moved beyond standard catalog poses to capture authentic, high-fashion expressions that reflect the "Wake Up Beautiful" ethos.
- Dynamic Angles: I utilized various heights and perspectives to ensure the models appeared statuesque and empowered, regardless of the temporary stage’s height.