Editorial shoots in the wedding industry are valuable vehicles to move the industry forward. In this article, I’ll unpack what editorial shoots are, how they differ from styled shoots, and why I create these types of shoots for the wedding industry.
What is an editorial shoot?
An editorial shoot is a photoshoot that is conveying a story or presenting a concept. They can be shot for an article, or can stand alone as their own.
Why do you create editorials?
In the bridal world, editorials are a way to stretch creativity and present concepts that are new, over the top, and/or present an element of fantasy. Editorials serve as inspiration for real-world-weddings and are not meant to be a literal interpretation (although they certainly can be!)
What’s the different between an editorial and a styled shoot?
A styled shoot is unique to the wedding industry in that vendors typically collaborate on a concept, and services are traded in exchange for photos. They also serve as a networking opportunity for vendors, an opportunity to showcase new inventory, or mock-up a wedding concept they wish to deliver for a future client. Styled shoot concepts generally can be copy/pasted into an actual wedding scenario. While styled shoots may play with color palette or fashion, the end result is more of a mainstream look.
An editorial is different from a styled shoot. With an editorial, there is a clear directive and vision put forth by the creative director. And while there can be collaboration, all participants are working towards the end product the director envisions. Services made be traded, but it is more common for props and locations to be paid for. This is because not every vendor will be able to use the images in their marketing and advertising efforts. Locations, props, and fashion, most likely cannot be used in a real wedding the same way they’ve been depicted in a photo. The images may be more conceptual, and fantastical. The fashion is typically bespoke, or luxury, and may include details that feel more couture than an everyday wedding. Editorials are means to convey mood, feeling, and story, and not meant for literal copy/paste interpretations by couples.
What does it take to work with you on an editorial?
I love editorial work, and my portfolio is largely comprised of this style of work because it is conceptual. It shows what is possible.
That being said, there is certain look and style that I love, and others that just aren’t right for me or Rose and Laurel. So, if you’d like me to design flowers for your editorial, this is what I consider before saying yes:
This year is incredibly busy, and shoots you see us participating in have often been in the works since last year. Plan ahead, and aim for off off-season dates like January-Late April.
Mood boards are great indicators of how much deep design work has gone into the shoot. If I see a board made up of other wedding photos or other vendor’s photoshoots, it’s going to be a pass. Why? It’s been done. Repeating the concepts of others do not push our industry forward. Instead, show me how you’ve been inspired by paintings, architecture, fashion etc. and how those concepts translate to an editorial look. It doesn’t have to be radically groundbreaking. Often a single detail is what sets an editorial apart and inspires the next creative to build (pushing the industry forward!)
For florists, photography that is true-to-color is absolutely essential. Heavy filers (peanut butter anyone?), over saturation, undersaturation, blown out whites, heavy blacks, none of these show our blooms to their best.
Personally, I prefer working with photographers who edit true-to-color, and film photography is absolutely the best at this. Not only is it gorgeous, but it evokes more emotion than digital, perfect for editorial work.
Photographer Credit: Shasta Bell Photographie
Creative Direction: Rose and Laurel
See some of my favorite editorial works in the portfolio.