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Women’s Ad Campaign

nearly goes horribly wrong

Last November I was hired as the fashion photographer to shoot a Women’s fashion campaign for a retail store on Abbot Kinney Blvd in Venice, CA.

The month leading up to the shoot we spent a lot of time on model castings, mood boards, brand development, mood boards and all the other important elements that go into creating a successful campaign.

But it doesn’t always go as planned. We had a crew of about 25 with production RVs and multiple production vehicles. Four models onset, a prop car and tons of gear. The location was in the very west part of Malibu. Not long after we started shooting we noticed a small brush fire up on the mountain across PCH from us. We were not concerned because we were on the beach. But, about 1pm the winds started blowing around 40mph and the first really started spreading.

Because of the size of our production, our permit mandated that we have police officers on set as monitors. They told us that the Rangers were evacuating the campgrounds in the area but they would allow us to keep shooting for the meantime since we had police escorts. Not much later we were surrounded by fire and the police said it was time to pack up as fast as possible and we had to get out of the area.

Looking out over the ocean to the right (West) the skies were nearly dark with crazy pink and yellow colors, like nothing i had seen before. Looking to the left towards Santa Monica it was pure daylight (as you can see from the behind the scenes picture of me). I asked the models for one last shot just to run into the ocean and do what came naturally. Skinnydip, have a water fight, or whatever came natural, but there was no time to set up lights or bounce boards we were just going right now. Those are the shots attached.

That fire ended up being the Woolsey Fire that devastated Malibu (where I lived for 10 years) burning down hundreds of homes and displacing thousands of residents.

You can visit my website here and/or my Instagram here

Models running into the ocean in Malibu while being photographed for a fashion ad campaign.
Models Morgann Chelf and Baskin Champion

fashion models in the water splashing water on each other in a candid final shot.
A Unplanned Final Shot To the Fashion Campaign
Photographer Steve Fischer chases the models into the ocean trying to capture the shot for the fashion campaign.
Photographer Steve Fischer Chasing Chasing The Models Into The Water

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Solid & Striped Swimwear with Kaitlyn From NEXT Models

I recently had a swimwear photo shoot with Kaitlyn from NEXT Models Los Angeles. We shot swimwear from the well know swim design label Solid & Striped. We styled the shoot with high waisted bikini bottoms and one-piece swimsuits. The makeup artist was Laura Racza. Here are a few images from the shoot. Photography by fashion photographer Steve Fischer visit my website here

kaitlyn from NEXT Models in Solid & Striped Swimwear high waisted bikini bottoms.
Solid & Striped High Waisted Bikini Bottoms
Solid & Striped Swimwear by Los Angeles fashion photographer Steve Fischer
Solid & Striped Swimwear. Photography by Steve Fischer
Swimwear shoot with Kaitlyn from NEXT Models by fashion photographer Steve Fischer
One piece swimsuit, photography by Steve Fischer
Kaitlyn from NEXT Models in A Solid & Striped One-Piece Swimsuit by Photographer Steve Fischer
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Social Media Influencers For Fashion Branding

Is social media influencer marketing a “sure thing” for fashion brands?

There is no doubting that, at least currently, social media influencer marketing is the go-to trend for building brand awareness and increasing sales in the fashion and beauty business.

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In the end, the only metric that really matters is your return on investment from every social media influencer marketing dollar spent. This leads right into one of the major issues with influencer marketing: how much does influencer marketing cost? As a fashion photographer, virtually all my clients have discussed influencer marketing with me and asked my opinions on the subject and whether it’s money well spent. My opinion is yes, influencer marketing can work, however, I only think about 15% of influencer marketing actually works.

social medial influencer campaign by fashion photographer steve fischer
Mantraband Social Media Campaign by Steve Fischer

Who is considered an influencer?

Here is the biggest problem, how do you define an “influencer”? Often it’s assumed that the larger the follower base the influencer has the better. The problem with this approach is that instagram is filled with automation tools “bots” that play the follow/unfollow game or so-called influencers simply purchase their followers.

Because of this monstrous problem on instagram some believe that “engagement”, that is the measure of a influencers followers interacting with a post (e.g leaving a comment, liking, or direct messaging). But this may not be a true measurement because it’s just as easy to buy fake engagement as it is to buy fake followers.

visit my website here

In the end sales directly attributable to a social media influencer is the only metric that matters and is truly accurate. I am not marketing any type of service here but I strongly suggest running an “audit”  before you use any influencer. These services are available for a low price and can give you insight into whether an influencer has paid for followers, likes, comments, uses follow/unfollow etc.

 

How to hire fashion influencers

Some brands use agencies to connect with influencers and others go directly to the influencer. We live in a digital age where many influencers are considered models and models considered influencers. Many traditional model agencies have added “influencers” to their boards or rosters of talent they represent. There are also agencies that only represent influencers.

My personal opinion, speaking as a fashion photographer, is that brands are best served using true models that became influencers because of their modeling career. When shooting a social media photography campaign you are going to get many more usable images and setups by using a professional model that knows how to work a set works and knows his/her angles in relation to the camera and lighting situation. Working with influencers that are not trained in front of the camera or how to work with art direction etc. can slow things down and mean fewer images in the end.

If you are a fashion brand and have any questions regarding social media influencer marketing feel free to contact me here

 

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Indigo Swimwear Campaign

by Swimwear Photographer Steve Fischer

A few months back I shot the Indigo Swimwear lookbook campaign in Los Angeles. Indigo Swimwear is an eco-friendly line that is produced in Bali.

The company flew model Giza Lagarce in from New York for the shoot which I was thrilled about. I had shot with Giza on two previous occasions and she is one of the best I have worked with. They also hired model Georgia Grace. Both models are represented by NOUS Models in Los Angeles and Giza is also represented by Wilhelmina Models in New York, where she is based from.

(Here is a link to my INSTAGRAM and a link to my WEBSITE)

We happened to pick the one day in Los Angeles that it rained so it made the shoot a little trickier than anticipated. Typically I avoid using strobes outdoors because I much prefer bouncing natural light but for this shoot, considering the weather, strobes were a must to overcome the drizzling rain and try to make it look like a sunny day. Even though I prefer not to use strobe lights outdoors I can also count on Profoto equipment to get the job done.

Here are a few photos from the campaign.

Giza Lagarce models the Indigo Swimwear lookbook photoshoot by fashion photographer Steve Fischer
Giza Lagarce by Steve Fischer

Georgia Grace for Indigo Swimwear 2018 Campaign by photographer Steve Fischer
Georgia Grace by Steve Fischer

Fashion Photographer Steve Fischer shoots the Indigo Swimwear lookbook and fashion campaign
Behind The Scenes for Indigo Swimwear

See More Images HERE

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Cashmere Designer Campaign

A few weeks after shooting the Zephyr Lena fashion campaign I also photographed their cashmere campaign. It’s really a pleasure shooting for a fashion brand that has such high-quality fabrics and attention to detail. They just opened a store on the famous Abbot Kinney Blvd in Venice, CA.

We shot the lookbook on location in Southern California with Petra from Industry Models.

Here are a few photos from the lookbook.

photo by Los Angeles fashion photographer Steve Fischer
Petra of Industry Models for Zephyr Lena by Photographer Steve Fischer

fashion lookbook by photographer Steve Fischer
Petra by Fashion Photographer Steve Fischer for Zephyr Lena Cashmere

Los Angeles lookbook photographer Steve Fischer
Lookbook photography by fashion photographer Steve Fischer

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Zephyr Lena Fashion Campaign

Winter In Malibu

photography by Steve Fischer

I was hired as the fashion photographer to shoot the 2018 Winter Zephyr Lena fashion campaign. I can honestly say this brand has some of the highest quality fabrics I have ever seen in a collection.

The label is a Men’s and Women’s collection that has a wide range of styles in the collection. Everything from sweats to silk dresses and some of the most beautiful cashmere scarves and blankets you will ever see.

They just opened their flagship store on Abbott Kinney Blvd in Venice Beach California. I feel very honored they hired me as their campaign photographer. We shot the campaign on location in Malibu CA with Baskin and Petra from Industry Models and Morgan and Riley from Photogenics.

Here are some of the campaign images. You can also visit my website

Zephyr Lena fashion campaign photographed by fashion photographer Steve Fischer
Zephyr Lena Winter 2018 Campaign

model baskin champion for Zephyr Lena campaign by fashion photographer Steve Fischer
Baskin Champion by Steve Fischer for Zephyr Lena Winter 2018

Zephyr Lena Winter 2018 by Photographer Steve Fischer

Fashion photographer Steve Fischer photographs the Zephyr Lena Winter 2018 Campaign
Zephyr Lena Winter 2018 by Photographer Steve Fischer

Morgan of Photogenics for Zephyr Lena 2018 by Steve Fischer

Zephyr Lena Winter 2018 by Steve Fischer

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Hiring Models For a Lookbook

How to find and hire the right model for your fashion lookbook

Hiring the best model possible is a critical step when shooting a fashion lookbook. Everyone involved in producing your lookbook is extremely critical, but the model will be the public face of your brand. Do not cut corners here!

Alisa Michelle Jewelry lookbook photographed by Steve Fishcer
Jewelry Lookbook. Photography by Steve Fischer

This doesn’t mean only hiring the most expensive models will make for a successful lookbook. What it does mean is that you should have a vision of the model before you start the casting process. Keep searching agencies (more on agencies in a blog post next week) until you find this person because she or he will be your brand’s identity for the entire season. Yes, the more experience the model has,  the more recognizable she may be from other campaigns and the larger the social media following she has the more expensive the models day rate and usage fees will be. however in 99 of 100 cases the more you can budget for an experienced team (not just model) the higher the return on investment in your lookbook.

view my portfolio on my website at this link

HIre models through an agency, do not use friends family that are not agency represented. Seriously do not do this! Let me follow that by saying: this has nothing to do with how attractive a person is. We all have family, friends, friends of friends etc. that are just as attractive, if not more so than models represented by modeling agencies. The difference is that agency represented models do this as a job, they study and practice the art of modeling and the agency behind them puts their reputation on the line promising the model knows what she is doing. Modeling is not about being just a pretty face. When you are shooting a lookbook it is a very fast-paced environment and it’s critical that everyone on set knows how the process works. Agency represented models go through a process of test shooting with dozens of photographers before an agency will put them on their main board and allow clients to hire them. This means you get a model that knows how things work on set, knows the poses, knows where her light is, knows what eye lines are correct etc. etc. If you want to see the difference,  the next time you look at a professional model in a magazine notice how and where that model holds her hands/fingers and what she does with her eye line. Then look at an amateur model photo and notice the difference. It’s these subtle things that make for a professional model.

Leather and denim lookbook photographed by Steve Fischer
Leather and Denim lookbook. Photography by Steve Fischer

It’s critical that you not just look at the total dollar figure it costs to produce your lookbook but the return on the investment.

If you have any questions about producing you lookbook feel free to reach out via the contact me LINK on my website.

I will go into deeper depth about agencies, costs, locations and other topics in upcoming blog posts.

-Steve

Steve Fischer is a Los Angeles based fashion photographer specializing in shooting fashion lookbooks, ad campaigns, and editorial work.

 

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Making a Fashion Lookbook

fashion photographer steve fischer shoots the Alisa Michelle Jewelry lookbook
Alisa Michelle Jewelry lookbook by Steve Fischer

A fashion lookbook is far more than a marketing tool for potential wholesale buyers. Social media is the most important means of building a brand image so in these days lookbooks are used more to promote a fashion brand on social media and on their own websites than what they used to be used for which was to give to buyers at fashion trade marts.

here is a link to my INSTAGRAM

You need people on social media to engage with your posts. You need to show them the quality, style and beauty of your fashion and want them to click through to buy it right there and then.

We all know we scan rapidly through our instagram feeds. It’s only the “wow” factor images that make people stop and look. That’s what you need in your lookbook. The point I’m making is cutting corners in creating your lookbook is suicide to your brand.

Huge name brand fashion brands have ad agencies that produce their campaigns. Medium size designers often have in-house creative departments. Newer brands often have none of this, but they all need the same thing to produce a great lookbook.

Here are most of the steps:

PHOTOGRAPHER do not cut corners when you hire a photographer. Your images are what are going to sell your product and build your brand.

MODELS often i hear from newer brands that they have a friend or relative that can be the model because they are just as beautiful as a model. It’s not the beauty. Professional models are trained how to work with photographers, the lighting, the poses, the eyelines, how to hold their hands in shots (it’s the small details that make great models). Do yourself a favor and go through a reputable model agency and hire a great model. She/he is the face of your collection

MAKEUP AND HAIR It makes a huge difference. Professional makeup artists know how makeup looks on digital and they will come up with a different looks for different setups during the shoot.

LOCATION these can be hard to find but look at great lookbooks and look at their locations (often locations out of town or country like Tulum Mexico or Palm Springs etc. If you want your brand to appeal to a certain demographic shoot at a location that fits that demographic. If you have a high priced line shoot at a exotic location. If you are a lower priced brand then you can shoot more street style.

PRE PRODUCTION Moodboards, shot lists, outfit setups…. they all need to be planned before the shoot and the entire crew needs to have copies in advance.

If you have the budget you can hire a photography producer that handles all these details.

If you would like to discuss shooting a lookbook or get a quote please feel free to contact me. I am based in Los Angeles but travel worldwide to shoot assignments. Just fill out the form below or visit my website HERE

[contact-form to=’steve@stevefischer.net’ subject=’lookbook inquiry’][contact-field label=’Name’ type=’name’ required=’1’/][contact-field label=’Email’ type=’email’ required=’1’/][contact-field label=’Comment’ type=’textarea’ required=’1’/][/contact-form]

denim lookbook by Steve Fischer
Barry Yu Lookbook

swimwear lookbook
Mary Grace Swimwear

american apparel lookbook by Steve Fischer
American Apparel

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Chanel Swimwear Shoot by Steve Fischer

Chanel swimwear is quite possibly the most beautiful swimwear on the market. Yes you will pay a high price to own Chanel swimwear but it’s exquisite. That’s why i was thrilled to have the opportunity to do a shoot with Chanel Swimwear with Brazilian model Monica Almada.

Here are a few images from the shoot.

Chanel swimwear photographed by Steve Fischer
Chanel Swimwear by Steve Fischer

 

Chanel swimwear shoot photographed by Los Angeles fashion photographer Steve Fischer
Chanel Swimwear by Steve Fischer

Los Angeles swimwear photographer photographs the Chanel swimwear line
Chanel Swimwear by Steve Fischer

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Mantraband Campaign and Lookbook Photographed by Steve Fischer

I have been fortunate enough to be chosen to shoot the campaign and lookbook for Mantraband two separate times in the last year and a half.

Mantraband is a success story as inspiring as their bracelets. I really enjoy yoga, especially when i am on the road traveling and more often than not when i drop-in at a studio while i am out of town, they sell Mantraband.

Each bracelet has an mantra engraved on it. You should really take a look at their website  Here are a few images from each of the shoots. Enjoy and go check out Mantraband. Stylish and inspiring… you can’t beat that.

los angeles fashion photographer photographs the Mantraband lookbook and ad campaign
Mantraband lookbook photographed by Steve Fischer

Mantraband lookbook and advertising campaign photographed by Steve Fischer
Mantraband photographed by Steve Fischer

Steve Fischer photographs the Mantraband lookbook and ad campaign
Mantraband Lookbook Shot by Steve Fischer

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