Fashion editorials, being at the forefront of creativity, have used "filters" for awhile now. And by filters I really mean post processing for a certain look. Most of us do more--often a lot more--than just apply a preset or select a look on Instagram.
But recently, I've been noticing a trend of using different post-processing looks for individual photos within one editorial. It used to be one look per editorial. Not any more.
Here's a great one from Matthew Preistly and his team: "Eyes Wide Open".
And it makes perfect sense. Editorials use wardrobe looks (and different locations sometimes) to tell a fuller, more interesting story (see related older post). Post-processing is just the newest story element. To me, by now, the variety of looks within one editorial feels perfectly natural. An editorial with only one look might even seem strange at this point, if only subconsciously.
But you can't just decide what filter goes with what by pulling numbers out of a hat. You have use your brain first to decide how they're going to enhance, expand, and deepen your story. You have to filter the filters.
But recently, I've been noticing a trend of using different post-processing looks for individual photos within one editorial. It used to be one look per editorial. Not any more.
Here's a great one from Matthew Preistly and his team: "Eyes Wide Open".
And it makes perfect sense. Editorials use wardrobe looks (and different locations sometimes) to tell a fuller, more interesting story (see related older post). Post-processing is just the newest story element. To me, by now, the variety of looks within one editorial feels perfectly natural. An editorial with only one look might even seem strange at this point, if only subconsciously.
But you can't just decide what filter goes with what by pulling numbers out of a hat. You have use your brain first to decide how they're going to enhance, expand, and deepen your story. You have to filter the filters.
