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ISSUE V

August 1, 2015

CRAZE THE NEW LEVEL OF FASHION AND SELF-CARE

A MAGAZINE FOR FASHION

New Clothing Lines

The Joi Of Fashion

Who is Summer Joi?

Models!?

SUMMER 2015 PHOTO-SHOOTS AND CHANCES TO PEAK INTO WHO THE LADIES ARE

FASHION PHOTOGRAPHY

BY BRANDAN J ZACHERY

WHAT IS THE DIFFERENCE BETWEEN FASHION PHOTOGRAPHY AND JUST REGULAR PHOTOGRAPHY?

Fashion Photography is a genre of photography devoted to displaying the clothing and other fashion items. This type of photography is ofter conducted for advertisement or fashion magazines such as Vogue, Vanity Fair, Elle, or Craze.

lighting, they styling, and the background are usually very plain [not in a bad way].

Fashion Photography

Commercial Photography sells a product.

The Emphasis in fashion Photography does not lie on the garments, but on the mood and styling of the image. The garments are merely an accessory to convey a certain lifestyle. Therefore the whole image is much more complex.

Fashion Photography sells a lifestyle.

Editorial Photography

Editorial Photography sells a story.

Editorial Photography is very similar to fashion photography in the sense that editorial photography is usually not about selling a product but something greater. In fashion photography it is the lifestyle, in editorial photography it’s the story or the theme.

For a quick overview I will give you these comparisons.

In many instances the line is blurry on where one ends and the other begins. But, this article shall help to the least clear most of it up. Let me first tell you that Fashion Photography and Commercial are usually summarized in the category of Advertising Photography, while Editorial Photography tends to be a category of its own. The reason being is that both Commercial and Fashion foremost try to sell a certain product, while Editorial Photography is more concerned with a story.

Commercial Photography Predominantly sells a product, making the emphasis of the whole shoot is on the product. That means the

Photography depends on the clients needs and wants.

If the client wants to see a lifestyle associated with his or her product rather than the product itself, you will have to deliver fashion photography.

A good photographer will be able to deliver quality work in all of these areas. Just don’t think that if you are good in one area, you will also be good in the others. Each style of photography requires a different set of skills and a different approach.

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FIND THE LIGHT Here are 8 ways to help you find better light. This is not a scientific article - these are just ways I have tried to find better light and in turn improve my photography.

1. Start with window light in your house - position your subject near a big window or doorway on a sunny or partly sunny day. Have the subject move at different angels from the window. Watch how the light changes - how shadows fall - how the brighter light hits and forms shapes.

2. Look for catchlights - this applies both to indoor and outdoor light. I find it easiest to do in open shade or window light 3. If you must use a flash, use an external flash and bounce it off a wall or ceiling at an angle.

4. Look for the light. This is my favorite trick. And it is so simple. Have your subject turn slowly in a circle. Watch the light in the eyes 1st.

5. Use a reflector. This is not always practical or easy.

But sometimes it is the best way to get light into the eyes and onto the face. If you cannot afford a big reflector - or are running around with kids, go get a piece of foam core.

1. Look for harsh shadows and blow outs on a sunny day. In full sun, you need to try your best to minimize shadows.

2. Shoot raw. Though I do not believe in using RAW as an excuse for poor lighting and over or under exposure, it can help you by using exposure slider, recovery slider and fill light in tricky situations.

3. In Photoshop, you can use Touch of Light/ Darkness or Hide and Seek to paint light where needed and darken areas that are too light.

Have fun finding the light‌.

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WHO IS SUMMER JOI?

INSIDE THE JOI WRITTEN BY BRANDAN J. ZACHERY

You might be wondering who this red headed designer is. Well you are in luck. We have sat down with emerging designer Summer Joi Anderson to get a deeper look at who she is.

Summer is the spunky, creative, ambitious girl you go seeking for in the inner city. She refused to be a statistic growing up in south central and continues to fight the mediocrity at every level. Wanting nothing more than to be awesome Summer has placed herself in elite company in Los Angeles having being self taught how to sew clothing and do it well.

Her clothing line name is a mix of both her middle name and first name Summer Joi. Which produced the Joi of Summer. She laughs when talking about her name being a great resume name and yet a better company name.

Being pushed toward success by her son, Aiden Joseph she wants success for him. ‘Without having him as my amazing son, I wouldn’t have the push I have to go as hard as I do.’ Her drive is what caught me the most sitting in her room as she made a piece for a shoot later that day.

Summer makes sewing look easy and at times she shocks even herself at the fact she does the best under pressure.

Q: In clothing what do you feel is missing from the world?

A: Effortless yet unique style in the younger fashion community.

That answer is what stood out in our conversation the whole day. Her unique effort to do what others aren’t is what keeps me on my toes watching her make piece after piece. She has a lot of competition now with the merge of boutiques online that sell ready made pieces. She had feelings of the market becoming harder because someone could like your product and slap their name across it without doing any of the work that goes behind building a brand. She doesn’t let it stop her because she feels her creative ideas will always stand her apart from the crowd.

Summer has so many ideas that the simple question what is next gave her almost a heart attack. ‘What I like about myself and my style esthetic is that I can be influenced by the more simple thing that may have absolutely nothing to do with fashion and it’ll lead me into an entire collection idea.’

Summer is now in the stages to plan her own fashion show to showcase the talents she has and those working with her. The sky is the limit for the courageous woman and we can’t wait to see what she has to offer.

You can get items from Summer Joi, The Joi of Summer, at thejoiofsummer.com or you can email her for a custom fit that will be designed just for you at thejoiofsummer@gmail.com.

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RED RIDING HOOD

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BRINGING DREAMS INTO REALITY

BJZ IMAGES STRIKE A POSE WITH US

All Rights Reserved to FPM Agency

BJZ Images 20004 Pricetown Ave, Carson, CA 90746 T 310-755-0469, F 310-762-6916 bjzphotography@icloud.com www.brandanjzachery.net

All Rights Reserved to HCB Productions

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