Behind every fashion image is a team of a dozen people or more.
By Shreya S · Last reviewed 2 November 2026
Who works on a fashion shoot?
- Photographer and their assistants and digital technician
- Stylist (often called the fashion editor at a magazine), who chooses the clothes and builds the looks
- Art or creative director, who sets the concept
- Model, chosen with a casting director
- Hair stylist, make-up artist and manicurist
- Set designer and producer, who handle locations, budgets and schedules
- Retoucher, who edits the final images
What is the difference between an editorial, a campaign and a lookbook?
| Type | Made for | Purpose |
|---|---|---|
| Editorial | A magazine | Tells a story, often mixing several brands |
| Campaign | A brand, as advertising | Builds the brand’s image for the season |
| Lookbook | A brand, for buyers and press | Shows every look of a collection clearly |
| E-commerce | Online stores | Shows each product plainly to sell it |
Read on Ayerhs: Meisel, Vogue Italia December 2009 · Alexander the Great, Vogue US May 2011 · The great fashion photographers · Models and supermodels