Events

Hands-on Fashion Look Book / eCom Photography Workshop with Michael Bradley

Saturday

Nov 10, 2018 – 10:00 AM

6060 Wilshire Boulevard
Los Angeles, CA 90036 Map

  • Michael Bradley

More Info

This hands-on, participatory workshop is designed for students who want to learn how to shoot with intent for look book and fashion eCom commercial clients. Mike Bradley, official photographer for Los Angeles Fashion Week, will teach you the basic principles of shooting for a look book with intent.  He will explain how to set up the shoot from scheduling the team to directing your models.  With Mike’s instruction, students will be able to shoot an entire catalog in a half to full day.  Using Mike’s techniques, the lighting will produce an even background which will drastically reduce your post processing time. You will no longer have to adjust 100+ photos before delivering your final product to you clients. Fashion eCom photography is advertising photography predominantly used to sell product.  The purpose of the look book is to be the digital version of the physical showroom.  A look book is the means by which garment designers show their product to potential buyers, not the retail consumer, but to buyers of stores such as Macy’s, Nordstroms, and boutique outlets. Michael Bradley will guide you through an understanding of what clients are looking for when it comes to a fashion look book. Designers are selling clothing and the focus will be on presenting the clothing in a manner that clearly allows the buyers to see the clothing, the materials, the textures. The lighting, the styling and the background in this type of photography is typically very plain and generally shot in front of a white or off white background.  The images made are used by clients for websites, online sales, as well as printed catalogs and marketing materials. The images you produce will be the client’s assets, and will have more use and value than an artistic shot with colored background and sophisticated lighting. During this workshop, Mike will teach you the following as it applies to eCom: Scheduling Requirements for Models, MUA/Hair, Stylist Workflow from preshoot to shoot Background selection/setup Lighting the background/model Light meter usage to balance model and background lighting Lens selection for proper perspective Proper makeup for model Model posing technique that will give you front/back/side in 15 shots This workshop schedule will be as follows: Hour 1: Introduction, explanation of LookBook/eCom, discussion of setups Hour 2: Students will participate in the setup of the equipment, lighting, etc. Michael will then shoot a real lookbook for a designer as the class watches. Hour 3: Students will have one on one time shooting the model as well as an ongoing Q&A There will be 5 to 10 minute breaks between the segments. Student Requirements: Any digital camera with a hot-shoe that can accept a flash trigger (pocket wizard). Full Frame Camera w/ lens close to 85mm (70-200mm range) Or Crop Sensor Camera w/ lens close to 65mm (50-135mm range) Michael Bradley Commercial Beauty, Fashion and Runway Photographer Starting out with 35mm film and being fascinated by photography, Michael began working at a photolab in 1989 and learning as much as he could about the chemical process, color balancing and different films and papers. From this immersion, came a fondness of large format photography. Primarily shooting with 4×5 film, Michael found himself beginning his career in product photography. As the years past and digital photography was being outpacing film, he took a hiatus from shooting, but the passion never left. While not actively shooting, he had appearances at small community colleges to explain some of the foundations of photography as it applies, just a relevant in the digital age.Then Nikon came out with the D800, a camera that Michael felt could finally challenge film. It was then Michael returned to shooting, this time, very little in product photography, but rather fashion. Working his way through shooting amongst all the photographers around him, he decided to focus, focus on a few areas that were of interest. In doing so, Michael became the house photographer for Los Angeles Fashion Week as well as head of photography for the venue, now directing runway lighting and Requirements. From the runway came the close relationships with the industry, and today Michael is a commercial photographer who also works with a lot of new talent, runway models, makeup artists, designers and works close with them to achieve their goals

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