lifestyle Photography

What is Lifestyle photography?

Lifestyle photography is a photographic genre designed to resemble reportage but where every detail of the image has been subtly orchestrated for maximum aesthetic effect. They place an ingenuous facade upon a sophisticated advertising tool. Every detail of the photograph from the choice of model to the cut of the shirt, to the details on the horizon is calculated to present the experience to advantage.

We judge the success of a lifestyle photograph in two ways. Firstly the credibility of the image ie. how convincingly real does this scene feel? Secondly how appealing is the world it portrays?

Thus there remains a constant tension between authenticity and allure. In order to feel authentic lifestyle photographs usually depict common scenes of everyday life. Often the most seemingly banal moments such as a person daydreaming or using their phone can work very effectively as advertising images as they ape our own experience.

Leisure lifestyle photos tend to depict family gatherings, social events, and weekend getaway as these are ubiquitous activities. Commercial lifestyle scenes similarly include meetings, break-out space conversations and gadget use as it’s what people tend to do.

My challenge as a Luxury Lifestyle Photographer is to elevate these hum-drum activities to create beautiful images that emphasise the superior offering afforded by my luxury sector clients. I do this by organising the complex logistics required with the help of my dedicated production team.

Together we take care of the key aspects of a lifestyle shoot:

- model casting and contract negotiation

- the develop of styling guidelines

- running the Wardrobe and commissioning Stylists and MUA

All this has to be managed within what are often the tights logistical constraints of the location.