Editorial photography: what it is and when you need it

When a brand writes to me, they often say: “I want something editorial.” And almost every time, each person imagines something different. That is why I want to explain what editorial photography means to me, how it differs from other kinds of imagery and how I build it with a concept behind it, not just pretty photos.

What editorial photography is

It is photography designed to tell a story. It was born in magazines, where a series of images accompanies a theme, and today it also lives in lookbooks, brand websites, digital campaigns and personal projects.

What sets it apart is the starting point: I don’t begin with the product, I begin with the concept. The garment, the person or the object becomes part of a scene, a mood, an emotion. A good editorial stays with you even if you can’t remember the label.

Editorial, commercial and lookbook are not the same

This is how I organize it when working with fashion and design brands:

Type	What it aims for	What it looks like
Editorial	Telling a story and building identity	Conceptual sessions: mood, narrative, creative freedom
Commercial	Highlighting the garments’ features	Aspirational look with the product front and center
Lookbook	Presenting a complete collection	Aesthetic and narrative coherence across all looks

In practice they are combined: an editorial series gives the brand identity and the commercial images inform. What matters is knowing which role each image plays before shooting.

Does your brand need an editorial?Tell me what you want people to feel when they see your brand for the first time and we'll turn it into a concept.Let's talk about your project

A real example: “The Weight of Perfection”

My editorial “The Weight of Perfection” starts from a question: how much does it cost to keep an impeccable image? I told it in three acts with a single character, changing wardrobe, light and expression:

1. Polished perfection. Everything is in its place: the body shines, the face is flawless. But something already feels fragile.
2. The pressure shows. Control starts to give way and the effort becomes visible.
3. Reality takes over. No more polish or shine: only the honest gesture remains. The end of perfection is, perhaps, the beginning of truth.

This is what I want to show with this series: an image can be art, but it can also be brand direction. Reference brands don’t just show what they do: they show how they think. You can see the full series in My Pandora Box.

What we define before the shoot

An editorial is won in the preparation. This is how I start every project:

1. A virtual meeting to define the concept: what someone should feel when they see your brand for the first time.
2. References and moodboard, so we are all talking about the same place.
3. Location and styling that support the idea.
4. Team: on large projects I work with makeup artists, stylists and videographers; on smaller sessions, on my own.
5. Image usage: where the images will be published, made clear from the start.

That initial question guides every decision about light, space and composition. Because yes, technique matters. But soul is everything.

When does an editorial make sense?

• You want a recognizable visual identity, not just “pretty” photos.
• You are launching a collection and need a story around it.
• Your images show product but don’t tell who you are.
• You need material for press, partners or collaborations.

If your immediate priority is to publish many product references in your online store, you can start with commercial work and leave the editorial for the next step.

Common mistakes

• Starting without a concept: you end up with loose photos that don’t hold together as a series.
• Trying to include everything: a clear story has a few well-chosen elements.
• Not talking about usage before the shoot.
• Not sharing references: one image is worth more than a long description.

Frequently asked questions

Is editorial photography only for magazines? No. It started there, but today it is used by brands, social media, websites and personal projects.

Can I combine an editorial with product photos? Yes, and it is the most common approach: the editorial gives identity and the product images inform.

How long is a session and how many photos do you deliver? A session lasts between 2 and 9 hours depending on its type and needs, and I deliver between 15 and 150 final images depending on the agreed package.

Do you work outside Medellín? Yes, I can travel to other cities or countries. The additional cost depends on the location.

Let's schedule a virtual meetingIt is the first step: we define the concept and then I send you a quote.Schedule on WhatsApp

If you want to see more, take a look at my fashion photography, my imagery for artists and my brand lifestyle work.