Select fashion is taking strong and stylish steps into a new direction for its online presence. With the appointment of a new stylist and online trend editor, you will now see the world of Select fashions and its products in a much different light. Here, Select’s social media and online stylist, Bethany Norman, talks about an average day on the shoot set, what happens in the build up to shoot day and how the images go from behind the lens to the being the face of the company website.
Where are we today?
Today we are in the studio which we recently expanded outside of our head office to allow for us to take our ecommerce and editorial shoots to the next level. Our editors and re-touchers are based in the office
Next door so we work very closely with them, making sure all the products are edited and put online correctly. Sometimes we can have something shot and it will be edited and ready to shop online within an hour.
What are you shooting today, is there a theme?
Every Wednesday we dedicate a whole day to shooting. We do half the day on ecommerce shoots, which are quicker and focus mainly on showing the products in the best light so customers know what they are buying, The rest of the day is for editorial which is where we take pieces from different seasons and shoot something which is more elevated to use for homepage content and banners. This is where we get really creative and can use inspiration from editorial shoots or magazine spreads we’ve seen and loved. The theme today is heritage knitwear, so I will be mixing different looks for autumn winter for long bohemian dresses and English heritage pieces like tartan dresses and checked shirts.
How much planning goes into the shoot?
We spend the day before the shoot talking with the retail team to discuss what the trends are and what products we need to push for the current period of time. It’s also important that within our online team we know
What customers are buying into and why, florals and print are our strongest sellers, usually on dresses and tops. For autumn, winter we are hoping for a huge launch of knitwear and denim.
What are the biggest challenges that you can face during a photoshoot?
Usually the day runs quite smoothly as we have a great photographer and assistants helping on the day, it’s usually in the build up to the shoot and afterwards, planning what products to call in to shoot, or re-shoot and then getting the images back, edited and ready to go online after the photo-shoot can sometimes be quite hectic.
What products would you say are the key pieces for the new autumn, winter season?
I would say fringing and embroidery are still strong looks for fall, applied to pieces like denim jeans and tote bags. We also have a huge focus on checks and tartan, pulled from our winter heritage story. The statement coat and jacket is a really strong key look for us, we have a huge new season wardrobe of staple knitwear and statement coats with faux fur collars, really investment pieces rather than throw away fashion
How would you style the perfect new season look?
It depends, whether you are dressing for day and night. I also like to go with two options, one chic and one causal. You need a style that can work for day and night , something more toned and down and another look that’s more elevated. Burgundy is a key colour for fall, so be sure to work that in your look somewhere. For day I would opt for a tartan shirt dress, with a simple knit tied around the waist, a staple chunky heel boot and a statement accessory maybe a studded bag to finish the look. For the evening I would choose something like a Bardot top, perhaps in floral print, tucked into a black skinny jean with a strappy heel.
What trends do you think or out and what trends are in for fall?
I think the biker jacket is seeing a strong return, the distressed jean is sticking around and the Bardot silhouette from summer is still a winner for fall. Prints including floral and tartan are continuing from last season just in darker and for winter fuelled colours. I think it’s safe to say short shorts and maxi dresses are slowly making their way out, have the British weather and the new winter season to thank for that
What do you most enjoy about being on set of a photo-shoot?
Working with a great photographer, makeup artists and always meeting new models that I love working with to achieve great pictures for the select fashion website.