- Business and Employment
Modeling Clients: Magazine, Catalog and Advertising
Clients comes in all different business entities.
The type that a model will encounter depends on the type of shoot you're doing-whether it's for a magazine, a catalog or advertisement. The client can range from the young superchic fashion editor at a top magazine, to a businesslike catalog client, to a hip advertising executive.
On a magazine shoot the client is the fashion editor On a catalog shoot, the client is the art director an in-house representative of the catalog company, or a freelance person who's been hired to produce the catalog. At an advertising shoot, the client is the person who works for the company that produces the product being advertised. The advertising agency that came up with the idea for the shoot and is responsible for producing the ad also will usually have at least one representative on theset
A clients job on the set is to oversee the entire shoot itself, making sure the team is there and accomplishing what they need to get done. The client also has final approval of the hair, makeup, clothes, lighting, and poses.
The important thing to know about clients is this: no matter who they are, you want to get on their good side by being polite, friendly, and attuned and responsive to their needs and personality. Above all, no matter who the client is, be professional and respectful.
The client on a magazine shoot is the fashion editor. She's usually very fashion-savvy and well dressed. She probably worked very hard to rise through the ranks of the magazine, from intern, to assistant, to associate, to senior fashion editor, She may attend international fashion shows every season, or she may have worked directly with fashion designers at one time or another. Sometimes, however, her natural fashion savour-faire has been key to her progress up the corporate ladder.
This type of person is really into the who's who of the fashion industry. She may own all the newest clothes-the latest Prada bag, the coolest Gucci shoes. Compliment her on on the way she looks and how she dresses, and share your own personal likes.
Fashion editors appreciate being acknowledged for the work they do, so to get on her good side, acknowledge her talent and respect her power. You can compliment her on her work by saying something like, " I love your dress piece in the June issue," Also be sure to thank her for giving you the chance to appear in the magazine.
Catalog shoots tend to be businesslike and no-nonsense compared with magazine shoots because a catalong is more interested in selling clothes than in creating illusions. They have a strict schedule of what they have to get done and how many pieces they need to shoot in a day. The format of a catalog shoot is a lot more rigid, a lot more garments are shot, and the days are busier and more pressed than with other shoots. Catalogs are usually catering to an audience that's a bit more down-to-earth than a fashion magazine's audience.
When it comes to work, catalog clients tend to be more low-key and business-oriented than some of the other people you might work with. Their primary focus is on the business of the day. They want to work with model's who know what they're doing, who are grounded, and who have a strong sense of self.
Advertising clients are trying to appeal to the world at large. The atmosphere in the studio or on location might reflect that excitement and creative energy. You want to tune into the mood of the shoot, and help keep the excitement alive. To do this, get as much information as possible in advance from your agent/agency about the product, the image the client's trying to create, and what they're looking for from the model. Advertising shoots tends to be a little looser and more casual than catalog shoots. Because people in advertising tend to be very creative, hip, and modern, you, too, can showcase your creative, humorous, or artistic side. credits:Roshumba Williams and Ann Marie O'Connor.
Note: When I worked on madison avenue, my home agency was the largest direct response agency globally. There were 26 offices in 13 countries; now, as of 2010 there are 130 offices in 55 countries on six continents.(There were no office on Antarctica) The dress code for the art department is still casual.
Fashion editors wear many hats
She may be a stylist, visionaire, or photo director
Modeling clients comes in all different shapes and sizes, and temperament. Fashion editors select the clothes to be photographed, arranges the shoot, selects the photographer and makes sure the magazines vision is being captured during the shoot. The area in a photo shoot where the pictures are actually taken is called a set. The cameras, lighting, and any accessories, backdrops, or props are positioned on the set.
When you're dealing with the representatives from a catalog, be professional and mature. You don't want to be as talkative and informal as you would be with a magazine editor.