Fashion photoshoot
Anyone who shoots content for companies is not far removed from fashion photography. It's no longer just about static images, but above all about moving videos that present outfits in a wide variety of situations. This year, I started creating professional UGC content for fashion brands together with my models. The last shoot with Brax was the biggest project so far and I've never had so much fun realising it. This article is about content production or UGC, fashion photography for Brax and the power of REELS, which are slowly but surely pushing static images into the background.
Brax as a fashion label
Brax is a label known for high-quality, stylish and comfortable clothing. The company was founded in 1888 and is headquartered in Herford, Germany. Originally starting out as a manufacturer of men's trousers, Brax has developed over the years into a versatile brand that now offers both men's and women's fashion.
Brax is particularly well-known for its trousers, which are characterised by their perfect fit and high level of comfort. The range also includes shirts, blouses, jumpers, jackets and accessories, all of which are characterised by their meticulous workmanship and stylish aesthetics.
Brax attaches great importance to sustainability and social responsibility. The company focuses on environmentally friendly production processes and fair working conditions, which is also reflected in the use of sustainable materials such as organic cotton and recycled fabrics.
Fashion photography for Brax
I haven't just been travelling as a photographer in Frankfurt for a long time now. Mallorca has been my second home for a few years now and the island is incredibly well suited for great fashion photography.
Basically, each of these content productions is similar: this time the summer collection from Brax Mallorca was sent. That was great, because for 2 models and 7 videos, that's a whole lot of clothes. We then tried them on together with the models, because of course everything has to fit perfectly.
All outfits should also be shot as a full-body image with shoes so that the complete look is easily recognisable. It was very important to the fashion label that all videos convey a likeable, natural and positive aura. Fortunately, this is never a problem with the experienced models Eva Schug and Anke Hoeger.
We then shot the first set of videos in Palma. Satin blouses and crocheted trousers, both of which are associated with negative preconceptions, took centre stage here. The idea here was to look at them in a new light and say goodbye to clichés. The elegance was captured perfectly under Palma's palm trees.
Then we continued on to Santañy. I've always liked this little village as a shooting location because of its neat, clean grounds and well-maintained historic houses. We shot the majority of the outfits here. Including the coffee date with her best friend, where Eva and Anke presented together. The last outfits were captured on the beach at sunset.
At the three spots, we conveyed the light, cheerful lifestyle that characterises Brax. Mallorca, with its stunningly beautiful backdrop, is of course ideal for this.
UGC/ content production in fashion photography
User-generated content (UGC) has become a major trend in fashion photography. UGC actually refers to content that is created and shared by the users themselves. This content ranges from photos and videos to reviews and comments. Social media platforms such as Instagram and TikTok are key arenas for UGC in fashion photography. The influence of UGC in the fashion industry is enormous, as it conveys authenticity and credibility, which often falls by the wayside in professional advertising campaigns.
An influencer is usually sent a specific product and shoots authentic content about it. This is then published with a link to the fashion label's website. This allows fashion companies to interact more directly with their customers and involve them in their brand communication. Apparent customers who present their own outfits and styling ideas become ambassadors for the brand. This authentic content has great potential to create strong emotional connections and positively influence the purchasing decisions of other consumers.
Generally speaking, UGC is actually self-generated video material that is usually shot with a smartphone. We do it very differently: sometimes 1, usually several models are travelling with me as a photographer and my professional equipment for a day to film numerous outfits at various spots on Mallorca. This requires a lot more organisation and preparation than a conventional UGC creation. For fashion labels, this is a great way to avoid large-scale shoots with teams of many people and still get high-quality material for social media.
Photo vs. video - the power of moving images
The special thing about our fashion photography: we take pictures and videos. Social media thrives on visual representation and both photos and videos have established themselves as powerful tools of communication. In contrast to images, videos offer a more dynamic and comprehensive way of bringing emotional stories closer to the audience. They can create a deeper and more immediate connection with the audience through movement, sound and music.
REELS can convey complex information more efficiently and engagingly than a photo. This narrative depth and versatility is often difficult to achieve with static images, making videos particularly effective for marketing and advertising purposes. They capture viewers' attention for longer and increase the likelihood that the message will stick in their minds.
Don't get me wrong: I am a photographer and still a big fan of aesthetic, static images. While photos are irreplaceable due to their ability to instantly and clearly depict a moment, the moving image offers a richer and deeper form of communication.
If, as with Brax, versatility needs to be shown, the video is definitely the better form of communication. In a REEL that works with an outfit swap, for example, we can easily address several tastes and preferences in just a few seconds. Something a picture cannot do.
For the next collections I am available as a photographer with my models on Mallorca for further content production.
