Areas in Which a Fashion Stylist Can Work
Generally, a fashion stylist works either for one magazine on a permanent basis or freelance for a range of clients, magazines and fashion labels. Freelance stylists are often represented by an agent and may have an assistant or even a team of people working under them. In this job you can wear many hats and go in lots of different creative directions. Here we look at the various areas in which a fashion stylist can work, from editorial styling for fashion magazines and catwalk, to creative styling in advertising and the television, film and music industries.
Magazines/editorial
A fashion director or fashion editor on a magazine has a similar role to a fashion stylist – designing looks and spreads for editorial photo shoots. Larger publications have teams of fashion editors who plan concepts, leaving the hands-on preparation and organization of the shoot to the fashion assistants. As a stylist it can be your job to organize the shoot, book the photographers, hair and make-up teams and arrange model castings. The choice of high-end or high-street fashion will be determined by the type of publication you are working for, but you are responsible for sourcing the clothes from PR agencies and/or fashion houses. Stylists work closely with PRs and advertising companies to reinforce the publication’s brand.
Print advertising/television commercials
The role of a stylist in advertising is similar to that of a wardrobe or costume designer, working to a brief and overseen by the art director or film director. The job is to create a specific look for each person in the commercial or ad campaign. The decision to use designer or high-street brands, to hire pieces or borrow from PR agencies will come down to budgets and creative thinking.
Catwalk
A catwalk stylist helps to style the shows at the international Fashion Weeks, either working closely with the designer over the preceding four- to six-month period to create a look and help shape the overall presentation of the show and collection, or to come in a few weeks beforehand to organize the show. Many smaller catwalk shows are also held throughout the year and across the world. In addition to traditional catwalk shows some prominent fashion brands are now producing digital fashion shows, which are filmed ahead of a show.
Digital video and film
Digital technology now affords far wider scope for fashion stylists to work with photographers and art directors in new formats. Major fashion houses such as Prada, Kenzo and Alexander McQueen employ elite stylists to work on big budget fashion films, but it is now possible to produce cinema-quality digital films and video campaigns, accessible on mobile phones and tablets, which invite consumers to interact intimately with the brands that interest them. New technology means photographers and directors can now be filming an ad for one platform while simultaneously shooting stills for another. A fashion stylist will work as a wardrobe coordinator for a fashion film or music video and will curate with an art director’s eye, considering the overall execution of a shot, not just the garment that a model is wearing.
For this shot of singer Paloma Faith, stylist Petra Storrs combined her talents as a set designer, art director and costume designer. The mirrored dress was designed and made by Storrs.
Celebrities/red carpet
A stylist to the stars is both personal shopper and trendsetter. You will need to know what’s going on in fashion and celebrity fashion – who has worn what and starred in which films or television shows – and also have excellent connections within the industry. You are there not only to make your client look immaculate and on trend, but also to think ahead and troubleshoot when unforeseen circumstances occur, such as a sudden change in the weather, discovering that your client can’t sit down in a garment or that it is see-through when shot by paparazzi.
Music
Styling for the music industry can range from being a personal shopper–sourcing clothes for the artist or band–through to developing a creative vision for shows, tours, videos and promotional television appearances. You might pull in high-end pieces from PRs or design and create clothes yourself.
Actress Tilda Swinton is photographed on the red carpet at the 2009 Cannes Film Festival.
Lookbooks/catalogues/e-commerce
A lookbook is a small book of photos produced by a fashion designer or brand of their current season’s collection. Each image of the clothes worn by the models is called a ‘look’ and each look will be numbered in the book. The aim of a lookbook is to promote and publicise the designer’s work and make it easy for stylists and buyers to select pieces they want to borrow or buy. The majority of lookbooks are shot straight from the catwalk; newer designers are not yet ready for a catwalk show, so they will hold a photo shoot for their current season’s collection. When you are working for a brand on a lookbook or catalogue, the client will supply all the clothes for a shoot. They may already have the looks laid out or you may put the samples together yourself to create a contemporary look. You may also be required to source props, shoes and accessories. Online e-commerce sites such as ASOS, M&S online and Net-A-Porter shoot almost every week in studios or on location – you can expect to shoot anything from five to thirty looks a day.
After being discovered In 2015, Luka Sabbat was thrown into modeling. In the years since, he’s worked with high-end brands like Tommy Hilfiger, Dolce & Gabbana, and Vogue. He was also seen on the runway at Kanye West’s presentation during New York Fashion Week. Now working as a designer and artistic director, Sabbat has his own collection of merchandise called Hot Mess. In the past year, he also made his acting debut on “Grown-ish,” a spinoff of the hit TV series “Black-ish.” His growing fame has transferred easily to Instagram, where his followers are approaching 2 million.
Digital and online media
The explosion of online fashion websites, live streaming and social media has created a new digital layer to editorial, extending fashion brands to consumers and making fashion more accessible than ever before. This presents exciting opportunities for new stylists trying to break into the fashion scene, who can showcase their shoot stories digitally, via webitorials or fashion blogs. A new generation is demonstrating how fashion blogs can be transformed into lucrative online businesses. They have become successful because they merge the offline and online worlds, and have the kind of reach and influence previously only commanded by celebrities.
Personal styling/image consulting
A personal stylist helps clients to update their wardrobe and gives advice on the latest fashion trends. You also provide image-consultancy services where you go through a client’s wardrobe, pick out clothes and put looks together. You may go out and buy what is needed or go shopping with your client, within a specified budget. You are part advisor on beauty regime and clothes, part mentor and part confidant.
Television (wardrobe department)
Working on a television drama, your role will be similar to that of a costume/wardrobe designer. For a quiz show you might be closer to a personal dresser, while for a show like X Factor or American Idol you might become part of the show yourself, offering styling advice in front of the camera.
Prop styling for an editorial campaign for Harper’s Bazaar China, photographed by Shxpir.
Prop styling and set design
Prop stylists and set designers supply props or design sets and create installations for a shoot, fashion show, retail space or film. Props can be anything from a simple chair to a giant television in the middle of a field.