The Editorial Formula
What makes a fashion story actually feel like a story?
I spent a big portion of my life going through fashion magazines. When I was younger I’d immediately skip to the editorials and be taken into fashion worlds I’d never been, dreamy locations, over the top styling and cinematic moods. I used to think a strong fashion editorial was a mix of good styling and strong photography. But after years of analysing, but also creating work for brands with an ‘editorial’ lens and personal world, I’ve realised: what really holds an editorial together is structure. Not rigid formulas, but a visual system in place, casting logic, world building, and a clear point of view. But also, changing the expectations. A beautiful model with a floral dress at a beautiful flower park makes a beautiful image, but it feels expected and boring. There needs to be a surprising element.
It doesn’t have to be literal. Most editorials aren’t telling stories in the way a short film would. But they are telling us something, even if that something is just a tone, a subculture, a weird obsession. And when done well, they live in your head long after you've seen them.
This post breaks down how to construct a fashion editorial that actually sticks. Whether you're a photographer, art director, or stylist building your next concept, these are the bones of a good story (with references). Any editorial should have at least one of these 7 elements. But ideally you keep all 7 in the back of your mind!
