this is how they are born | vogue italy

How is the fashion shoot going? How does an idea born during a fashion show turn into a story that is published in a newspaper? You must have asked this question at least once while leafing through Vogue Italia, and we will explain it to you.

Here, according to the voices of the main characters, how the path that leads a dress or accessory presented at a fashion show to becoming the protagonist of a fashion shoot works.

Fashion magazines such as Vogue cover fashion primarily through fashion services, also called shoots. Often different fashion “stories” follow a common thread in each issue of the magazine, and the cover image is chosen in the most important ones. How are clothes and accessories chosen for each shoot? How do they arrive in time to the place where the stylist, along with his team and photographer, create a service?

Let’s start from the very beginning: from the show and presentation to shooting

Fashion editors get acquainted with the new collections of the House during fashion weeks. Sitting in the front rows at fashion shows, of course, but also during presentations, as brands of bags, shoes, jewelry and accessories present their new products. During fashion weeks, stylists rush from one meeting to the next, but they take a lot of notes and take a lot of photos to remember the looks they prefer for each brand and every story they will use to tell about fashion this season.

Read also: Working in fashion: useful tips and the most sought-after professions

How was the idea for the photo shoot born? And how is a moodboard created?

Martha Aldrini, fashion market specialist for Vogue Italia, says: “The concept of creating a photo shoot can arise in many ways: from a creative idea that can come from a thousand stimuli – from a film to an art movement – to seasonal trends; it can be a focus on a particular category of products, perhaps related to the season, such as summer swimwear, as well as a still life to draw attention to accessories or even jewelry.
Once we have an idea, we move on to creating a mood board that represents what we want to achieve: it serves to give those who order the service an idea of ​​what will then be created.”