Can You Add Name Brand Clothes to Fashion Editorials?
Can you add name brand clothes to fashion editorial Fashion editorials are the soul of the fashion industry; they inspire, give direction, and provide insight into the world of fashion. These editorials highlight everything from the latest trends and can’t-miss pieces to editorial photo shoots across print magazines and online blogs, ugh. A question that comes up quite often in fashion editorial production is whether or not to use name-brand clothes. The short answer is yes — but there are a few caveats to be aware of when working luxury or high-profile designer within an editorial.
Today, we’re taking a look at the things to consider when using name-brand clothing in a fashion editorial, the legal and ethical aspects, and best practices on how to deal with high fashion brands while organizing your fashion shoots.
What is a Fashion Editorial?
Typically, a fashion editorial consists of some pretty, arranged photographs, used together with either writing or video to present new trends, collections, or ideas. Usually fashion-based, the aim is to tell a visual story. Such editorials feature in fashion magazines and blogs, e-commerce sites, and yes, even social media accounts.
Fashion editorials take many different presentations some can look like runway presentations others are focused on conceptual or avant-garde fashion. Editorials also only feature a selection of outfits designed to inspire, influence, and create a certain sense of style, luxury, or sophistication.
The Role of Name Brand Clothing in Fashion Editorials
Placing name-brand clothing in fashion editorials can help to elevate the story at hand. Chanel, Gucci, Prada, and Louis Vuitton are all high-end labels with a well-respected place in the world of fashion. These elements bring, to your editorial, an atmosphere of credibility, exclusivity, and aspiration; something that fashion readers are always looking for.
Still, including designer labels isn’t as easy as selecting a few pieces from your favorite brand. Several points that can guide how you can add name-brand clothes into your editorial. Here are a few top reasons that illustrate this and how to accomplish it.
1. Aligning with Brand Image and Editorial Style
can you add name brand clothes to fashion editorial Before throwing in the towel and stating that you have clothes — name-brand even — to add to an editorial, professionals must assess if that brand fits into the overall theme and tone of the shoot. High-end fashion brands have bold, solid brand identities and their pieces need to help build the story you want to project.
So for example, if you were doing an editorial around sustainable fashion, it might be a bit strange to have clothing from a luxury brand that doesn’t follow sustainable practices. On the flip side, if you are shooting a high-fashion editorial that is all about glamour, featuring legendary fashion houses makes sense.
2. Elevating the Editorial’s Prestige
You can bring the prestige of a name brand into your editorial, making it feel luxurious and exclusive. Luxury brands are a great way to catch more eyeballs and can be more social media-worthy or picked up by high-fashion publications as editorials trump other styles of storytelling. This lets the editorial get extra exposure, which could be good for the people in the fashion industry (photographers, stylists, etc.) and brands too.
For high-end fashion brands, editorials are a gilded opportunity to showcase new collections while serving as an aspirational roadmap for runway trends to the fashion consumer. Fashion editorial featuring these brands serves as an aspirational touchpoint for readers who get an insider view into the latest trends, while also providing a boost in credibility for the editorial.
3. Working with Fashion PR Agencies
If your goal is to include name-brand clothes, one of the best ways to get access to luxury pieces is to work directly with fashion PR agencies or brand reps. Designer brands generally don’t just lend clothes out to anyone, and most of the time you have to work your way in to access these collections through their PR teams.
Most fashion editorials depend on PR agencies for clothing during shoots. PR agencies would usually function as a middleman between brands and editorial teams. They deliver pieces to stylist teams, even providing any additional accessories and sometimes models for a shoot, always under the brand’s strongest marketing campaign. This would matter especially with high-end fashion houses as they want to maintain the ideal way their products get presented visually.
4. Legal Considerations: Permissions and Licensing
can you add name brand clothes to fashion editorial You need to be mindful of the law when using name-brand garments in a fashion editorial. Fashion brands guard their intellectual property violently, so if your designs feature their products without permission, the legal troubles could be substantial. Also, here is what you have to remember:
- Brand Guidelines: Every single fashion house has stringent brand guidelines about how their pieces are to be shot, showcased,d or even written about. If the artists are using their pieces not following these guidelines can lead to a breach of contract or brand misuse.
- Permission and Licensing: Finally, using name-brand items in your editorial, you may need formal permission. This may also refer to payment of a licensing fee or written permission from the brand or its PR agency.
A lot of times if you are working with a stylist or a person from a brand they will take care of these permissions for you. However, if you are finding items yourself, and they are luxury pieces that you plan to use in your shoot, then I would always check the terms of usage before using them.
5. Ethical and Authenticity Concerns
Can you add name brand clothes to fashion editorial With the evolution of the fashion landscape, there is always a deeper commitment to more ethically delivered, sustainable, and diverse fashion. Fashion editorials are already coming under fire for which brands are being represented, or a lack thereof. Specific to your brand, if you do decide to highlight name-brand clothes, make sure you agree with the ethics of the brand you are highlighting.
- Sustainability: Does the brand have a reputation for ethically producing products? Are their resources sourced sustainably? Showcasing a brand with ambiguous practices can brand you negatively.
- Authenticity: Fashion editorials are all about the authenticity of the real deal. As much as possible, the brands you feature should just fit the broader narrative of the shoot. Avoid high-end brand placements just because — brands have to fit your editorial and its ethos and concept.
How to Add Name Brand Clothes to Fashion Editorials Effectively
With that in mind, here are some best practices on how to tastefully style name-brand clothes in fashion editorials.
1. Build Strong Relationships with PR Agencies
As I wrote earlier, PR agencies are indeed a game-changer. By fostering long-term rapport with these agencies, you can enjoy access to exclusive pieces and collections of the highest quality. Identify the PR representatives for your featured brands and inquire about requirements and guidelines.
2. Maintain Editorial Integrity
Although you have the luxury of luxury, you do not have the luxury of losing your editorial point of view. The clothing you feature should not exist as decoration in the editorial, it should play a narrative role — that could be telling a fashion story, promoting a trend, or the designer’s vision. Your shoot should not be taken over by your luxury clothes.
3. Tell a Story, Not Just Showcase the Clothes
Many have noted this — fashion editorials are her story. Editorials are not an itemized list of things. Talk about how the clothing incorporates into the story you wish to tell. Seems simple enough, but when it comes to the direction of your editorial, whether it be a romantic story, bold fashion statement, or the minimalist vibe make the clothes a part of the editorial.
4. Ensure Legal Compliance
When fashion editors style clothes in an editorial, they better not slack on the legal checks first. Always check usage rights, brand guidelines, and authorization If it is something serious, then consult a legal professional to make sure your editorial does not violate any terms decided by the brands.
Conclusion
Adding name-brand clothes in a fashion editorial is a strong way to add to the aesthetic and level of elegance that your shoot is a part of. That said, it takes discipline, deep ties to PR firms, a conscientious understanding of the law, and a healthy respect for editorial standards. With these best practices, you will get to share high-end fashion brands in your editorials, appealing to the hearts of fashion enthusiasts and consumers.