Functional vs artistic fashion photography (and how to shift gears)
Did you know there are actually two types of fashion photography?
I didn’t always realise this, and honestly, once I did, it completely transformed the way I view not just my work—but the entire fashion photography industry.
Understanding this distinction has been a game changer for me. And if you’ve ever felt stuck doing work that doesn’t quite light you up, craving more creativity, soul, and artistic fulfillment in your career, then this post is especially for you.
The Two Levels of Fashion Photography
Let’s break it down.
1. Functional Fashion Photography
This is what I like to call the functional or commercial side of fashion photography. It’s the kind of work that most fashion photographers spend a large portion of their careers doing.
Think:
E-commerce shoots
Social media content
Product launch imagery
These shoots are essential. They focus on showcasing the product—clearly and effectively. It’s all about highlighting the handbag, making sure the earrings sparkle just right, and ensuring that the clothing looks flattering and sellable.
There’s absolutely nothing wrong with this kind of work. It’s vital. It pays well. And it’s consistent. Brands need photographers who can light a shot beautifully and present their product in the best possible way.
But it serves one purpose: selling the product.
2. Artistic Fashion Photography
Then there’s the second type of fashion photography—the artistic side.
This is where creativity and vision come into play.
This is the fashion photography you see in high-concept campaigns and timeless editorials. It’s not just about the dress—it’s about how the image makes someone feel. The mood, the energy, the storytelling behind the image.
In this kind of work, you're hired not just for your technical skill, but for your creative voice. You’re not just showing off a garment; you’re translating its essence, its meaning, and creating emotional resonance for the viewer.
Why So Many of Us Get Stuck in the Functional Side
I’ve been there too.
For a long time, I felt a pull toward more meaningful, expressive work—but I kept getting booked for commercial shoots. It was frustrating, but it made sense. I was showcasing functional work in my portfolio, and that’s exactly what I kept getting hired for.
Why? Because it’s safe. It’s in demand. And brands trust you when you’ve proven you can deliver.
Over time, your portfolio becomes more commercial. You’re seen as the go-to photographer for reliable, product-led shoots. And you end up getting booked over and over again for work that no longer excites you.
But deep down, most of us are craving something more.
We want to create art, not just content.
You Don’t Have to Choose Just One
Here’s the most freeing realisation I’ve had: you can do both.
I still shoot commercial, functional work—and it supports my business. But I’ve become more intentional about what I show in my portfolio and on social media. You don’t have to showcase every client job you do.
Be strategic. Be intentional. Show the kind of work you want to be known for.
Want to be booked for more artistic campaigns? Then make sure your public-facing work reflects that.
How to Shift Into More Creative Fashion Photography
If you're ready to bring more creativity into your photography career, here are a few things that helped me make the transition—and that I know can help you too.
1. Start With a Concept, Not a Product
When planning a shoot for your portfolio, don’t begin with the outfit or brand. Instead, ask yourself:
What emotion do I want to evoke?
What story am I telling?
What kind of world am I building?
Let the feeling guide you.
2. Make Personal Work a Priority
This is non-negotiable.
You can’t build a portfolio full of paid, client-led work and expect to be booked for artistic campaigns. Some of my most successful and impactful images came from shoots I created just for me—no brief, no client, no rules.
This is where your authentic style emerges.
3. Collaborate With Like-Minded Creatives
Find stylists, makeup artists, and set designers who share your artistic vision. People who are also looking to push boundaries and create meaningful imagery—not just content that sells.
Share ideas, experiment together, and build something bigger than a deliverable.
4. Play With Format and Medium
Don’t limit yourself.
Explore film. Try collage. Blend photography with AI. Paint over your images. Get curious. The more you experiment, the more your creative voice will shine through.
What other passions or talents do you have? Set design? Floristry? Bring it into your imagery.
5. Don’t Wait for Permission
This is the biggest mindset shift I’ve made—and it changed everything.
You don’t need a client’s permission to create powerful, artistic work. Act like an artist now. Create as if you were hired to do it. Share it with confidence.
When you believe in your work, others will too.
In Summary: Embrace Both, But Curate With Intention
There are two types of fashion photography—and both are valid, valuable, and important.
But if you’re feeling a little unfulfilled, like something is missing, it might be because you’re craving more of that artistic expression.
The good news? You can start today.
Create from the heart. Curate with purpose. And show the world the kind of work you want to be remembered for.
Thanks for reading—I’ll see you in the next one.
