Fashion photography sells clothes, but the best of it sells an idea. It is commercial and creative at the same time. A photographer works with a team: stylist, hair and makeup artists, lighting assistants, and the model. The goal is to make the clothing look desirable, or to create an image that stands on its own as art. The line between fashion and art photography is often blurred, and many of the great fashion photographers, Irving Penn, Richard Avedon, Helmut Newton, Annie Leibovitz, are celebrated as artists.

Fashion photography is studio work, but not exclusively. Location shoots are common, and the location becomes part of the story. Lighting is critical. Hard light creates drama and definition. Soft light flatters and conceals. The photographer directs the model, coaxing expressions and poses that serve the clothing and the concept. Post-processing is heavy. Skin is retouched, colors are graded, and the final image is often a collaboration between photographer and retoucher. Fashion moves fast. Trends change seasonally, and photographers must adapt.

Roles on a fashion shoot

• Photographer. Directs the shoot and captures the images.
• Stylist. Selects and coordinates the clothing.
• Hair and makeup. Prepares the model's look.
• Lighting assistant. Sets up and adjusts lights.
• Retoucher. Refines the final images.

Fashion photography is a team sport. The photographer gets the credit, but the image is a collaboration.