Fashion/Advertising Photographer

Also known as:

Advertising Photographer
Photographer, Fashion/Advertising

Introduction

Fashion/advertising photographers take photographs of clothing and a wide range of consumer products, which are used to encourage people to buy them. As there are few vacancies in this competitive area of photography, most fashion/advertising photographers work freelance.

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Work Activities

The main aim of a fashion/advertising photographer is to take original pictures that will sell the look and style of the clothes or consumer products being advertised. They need to be aware of the client's brand image. Most work on a freelance basis from their own studios. They produce photographs for magazines, newspapers, design groups, company brochures, mail order catalogues, travel brochures, and posters.

Photographers usually receive a brief from an art director or fashion editor which outlines the image the client wishes to project. They then discuss background, mood and the final size of photograph. In some cases the photographer is given a fairly free hand, but usually they have to follow the brief very closely.

A lot of advertising work involves taking still life photographs of objects in a studio. This requires painstaking attention to detail when arranging props and lighting, with relatively little time spent taking the actual photograph. Fashion photography requires good organisational skills as the work involves choosing models and arranging locations and sets. Photographers work under considerable pressure; they must keep within the limits of a budget and meet deadlines.

Fashion/advertising photographers travel extensively, locally, nationally and often internationally. They may spend some time away from home.

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Personal Qualities and Skills

You must have creativity and a good eye for visual effect, colour and detail.

You must be able to use a wide range of cameras and lenses with expertise and artistry. You need to be creative, innovative and imaginative with a strong interest in and knowledge of fashion trends. You need to try different ideas and techniques and develop new styles to avoid getting dated.

You must build up a network of good contacts in the fashion industry. It is essential for photographers to develop an easy working relationship with art directors or fashion editors and to be able to persuade models to pose in the required way. Good people skills are therefore of high importance.

You need to be self-confident, talented and ambitious to succeed in this very competitive field.

As fashion photographers are usually self-employed you will need good business skills, including marketing and selling abilities and an understanding of finance.

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Pay and Opportunities

Pay rates for photographers in fashion/advertising vary depending on whether they are employed or self-employed.

The pay rates given below are approximate.

Fashion/advertising photographers earn in the range of £15,000 - £17,500 a year, rising to around £22,000 - £28,000. Higher earners can make around £40,000 a year. Photographers' assistants earn in the range of around £12,000 - £15,000 a year.

Working hours are likely to be irregular. Early starts, late finishes and work at weekends and on public holidays are common.

Fashion/advertising photographers are normally self-employed. Work is commissioned from fashion magazine editors, mail-order catalogue firms, and advertising agencies on behalf of their clients.

There is fierce competition for work. The best opportunities are in the London area and in other large cities.

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Adult Opportunities

It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Entry to this occupation is very competitive. Most people start as full-time or freelance assistants. Making relevant contacts is extremely important, as is a high quality portfolio.

Photography can be studied on a full- or part-time basis, or it can develop from a hobby. It is useful to update your skills by taking short courses in photographic techniques and methods such as those offered by City & Guilds.

If you don't have the qualifications needed to enter your chosen degree or HND course, a college or university Access course (eg, Access to Art and Design) could be the way in. No formal qualifications are usually required, but you should check individual course details.

They can lead to relevant degree/HND courses.

Relevant courses in photography, at various levels, are offered by a number of centres, by distance learning.

Universities and colleges of higher education (HE) will usually consider applications from candidates who do not meet their usual entry requirements, especially those with relevant experience. You should check the admissions policy of individual universities and HE colleges.

• 41% of people in occupations such as photographer are self-employed.
• 19% work part-time.
• 8% have flexible hours.
• 5% of employees work on a temporary basis.

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