Basics Fashion Design 08: Styling

Put simply, a fashion stylist is a catch-all term to describe a person who is responsible for choosing the look and clothing (and often much more) for a fashion image (or scene) that communicates a fashion idea, trend or theme, or that advertises a fashion product. This AVA Basicrs"s Styling book has been written for students who may be interested in the process of fashion image making and are looking for more clarification and insight regarding what a stylist does. It will inform you about how and why the stylist has become an integral part of fashion image making found in magazines, newspapers and advertising campaigns, and more recently as consultants to fashion designers and brands. Throughout the book there are case studies and interviews with practising creatives from the various sectors within styling and at all levels of the fashion industry. These case studies will also give you an insight into the varied educational and professional back grounds of stylists; how and where they learnt their craft, their motivations and, importantly (for many students), gained employment. You will also learn what it means, for example, to style for a catalogue, a still-life image or a fashion show and what types of skills these different fields require. Personal styling is also explained in its various guises, from one-to-one styling encountered daily in retail outlets to the styling of musicians and celebrities. Additionally, it will describe the day-to-day life of a stylist, helping you to identify if this is the right career choice for you. As with most creative careers research is vital in creating original and innovative work. The section on research will help you to analyse fashion designersrs" collections and translate the trend information to inform your own work. It also discusses other cultural and historical research methods, which are integral in the creation of original fashion styling ideas. As with all good design practice, it emphasises the importance of researching non-fashion sources, such as art, film and music. The book then specifically guides you through the practical shoot process: from research (as mentioned above) and development of an idea to the all important planning and organisation. There is advice on finding and working with a ls"creative teamrs" and building a successful relationship to communicate, articulate and ls"testrs" your ideas. The book offers examples of who might be part of the creative team, describing the roles of the photographer, art director and hair and make-up stylists, their role in fashion image making and the professional relationship with the stylist. Model scouting and casting and location finding is also discussed in this section of the book. It explains the relationship between stylists and PR agencies and offers examples of where professionals and students might gain access to clothing, accessories and props. Then, to complete the creative process, the book offers some insight into what happens to the images after a shoot, how images are selected for a fashion story or advertisement and what happens during post production. Finally, the book examines the effect that moving image and the internet has had on styling and the presentation of fashion itself. How technology has allowed the e-shopper to zoom in and rotate the product before buying; and where the stylist fits into this process. In addition to commercial styling for the web it will cover how the use of multi-media programmes has advanced fashion storytelling by incorporating movement, graphics and sound. Fashion show production describes how in addition to styling, many other elements are r