Fashion Photography for Brands: Editorial, Commercial & Campaign Shoots
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Great fashion photography does more than document what someone is wearing. It gives a collection an identity.
From polished studio campaigns and clean commercial imagery to bold editorial concepts and location shoots, every element, model, styling, lighting, movement and environment, contributes to how the fashion is seen.
Johannesburg-based fashion photographer and director Brandon Barnard works with brands, designers, agencies and creative teams to produce high-end fashion imagery for advertising, editorial, digital and commercial use.
The work featured here brings together a selection of fashion shoots photographed across very different environments, styles and creative briefs.
Fashion Photography Built Around the Brief
No two fashion photography campaigns need to look the same.
Brandon’s fashion photography work spans:
- Editorial fashion photography — concept-driven imagery with a strong visual narrative.
- Lookbooks and catalogues — consistent imagery designed to showcase garments clearly.
- E-commerce fashion photography — product-focused photography created for online retail.
- Studio fashion photography — controlled lighting, backgrounds and styling.
- Location fashion photography — using architecture, landscapes and urban environments as part of the creative concept.
- Fashion content and video — stills and moving content developed together for digital campaigns and social media.
From Creative Concept to Shoot Day
The strongest fashion photography normally begins before shoot day.
Depending on the project, Brandon and the wider production team can assist with fashion campaign development, creative direction, mood boards, model selection, styling, hair and make-up, location scouting, shot planning and production scheduling.
This becomes particularly important when a campaign needs to move between different environments.
Indoor and outdoor locations are planned ahead of time, taking into account the wardrobe, lighting, available daylight, travel between locations and the overall visual direction of the campaign.
Watch the BTS on some of our prominent shoots
Studio, Location and the Importance of the Backdrop
Location can completely change the character of a fashion image.
Bold architectural colour can reinforce a garment. An industrial setting can provide contrast against polished high fashion. Open landscapes introduce space and movement. Natural rock formations can transform a gown into something almost sculptural.
A studio offers something different again: control, consistency and the ability to build the image around the fashion itself.
This is why the backdrop is considered as part of the creative direction rather than simply somewhere to photograph the model.
Across the work shown here, fashion moves from studio and controlled indoor environments to Johannesburg’s urban spaces, industrial locations and dramatic outdoor landscapes.
One Production, More Digital & Advertising Content
Fashion campaigns now need to work across more platforms than ever.
A single production can be planned to create photography and video for:
- Advertising campaigns
- Websites and e-commerce
- Social media
- Lookbooks and catalogues
- PR and editorial use
- Digital and outdoor advertising
- Fashion films and short-form video
Fashion Photography in Johannesburg and Across South Africa
Brandon Barnard is a Johannesburg fashion photographer working across editorial, commercial and advertising fashion photography.
Shoots can be produced in studio or on location in Johannesburg, with fashion productions also undertaken throughout South Africa, including Cape Town and Durban, as well as internationally where required.
For clients, this means the production can be built around the creative idea rather than being restricted to one type of location or photographic style.
Planning a Fashion Campaign?
From the initial concept and model selection through to the shoot, locations, lighting and final post-production, Brandon Barnard and the production team can help turn a fashion brief into a complete visual campaign.
Whether you need an editorial shoot, advertising campaign, lookbook, catalogue, studio production or location fashion photography, let's create imagery that gives your collection the attention it deserves.
Discuss Your Fashion Photography ProjectFashion Photography: FAQs
From editorial and commercial campaigns to studio, location, lookbook and fashion content production.
What is the difference between editorial and commercial fashion photography?
Editorial fashion photography is generally more concept and story-driven, while commercial fashion photography supports a specific brand, collection, product or advertising objective. The two can overlap significantly in high-end fashion campaigns.
Can Brandon assist with models, styling and creative direction?
Yes. Depending on the campaign, pre-production can include model selection, styling, hair and make-up, creative direction, location planning and coordination with the wider fashion production team.
Is studio or location fashion photography better?
It depends entirely on the brief. Studio photography offers control and consistency, while location photography can introduce atmosphere, architecture, colour and scale. Some campaigns benefit from using both.
Can photography and video be produced during the same fashion shoot?
Yes. Stills and fashion video can be planned as one production, allowing brands to create campaign imagery, website content, social media assets, Reels and other short-form video from the same creative concept.
Do you offer fashion photography outside Johannesburg?
Yes. Brandon is based in Johannesburg and works on fashion productions throughout South Africa, including Cape Town and Durban, as well as internationally depending on the campaign requirements.
What type of fashion photography does Brandon offer?
Projects include editorial fashion photography, advertising and commercial campaigns, lookbooks, catalogues, e-commerce photography, studio shoots, location fashion photography and fashion content for digital and social media.