What is clothing styling?
Styling is a way to coordinate clothes and accessories so that they can be displayed in the most desirable and attractive way possible and then sold. This coordination includes the choice of accessories (belt, shoes and jewelry) in order to create a set of clothes. Clothing can be styled alone or as a set of products (which display a range of colors) with or without a mannequin. The styling process consists of choosing and trying on a lot of different clothes in order to create a great and perfect combination. When we want to advertise a product with the highest quality and attractiveness, we use measures in the way of presenting that product that visually attracts the viewer’s attention and encourages him to buy or stays in the mind of the buyer for a long time. One of the people who has the skill of coordinating and advancing the process of how to supply the product is a stylist who shows an aesthetic approach beyond the qualitative nature and performance of the product and with the aim of giving meaning to this concept, the beauty of the form in the body of production in the field of competition with products It shows again. Of course, it is important that beauty has different definitions in different historical periods and popular styles of that period, such as in some periods of time it is simply beautiful and in another period, beauty is associated with luxury. Therefore, usually, in the process of promoting advertising methods, from two products with the same function, the product that is styled in the most beautiful way possible and has a different appearance is sold faster.
The origin of styling
Fashion designers were among the first stylists who worked exclusively in fashion and clothing magazines. In fact, they edited the fashion and clothing pages and selected a number of clothing designers to be featured in the magazines. The relationship that was formed during the photography process and under the primary guidance of the fashion designer between the photographer and the model was very important. In fact, in the 60s it was common for the models to do their own make-up and hair, and they brought the necessary accessories with them to the stage, but beyond that, the presence of a third person was felt, and then the first independent stylists appeared during the decade. They appeared in the 80s, working for new design magazines such as The Face and iD. Since these magazines did not have permanent employees in the field of fashion and clothing, the independent stylist could have creative ideas for a number of publications and clients in the field of fashion and clothing. Little by little, and from that time until today, the stylist has become an inseparable part of the clothing editorial. Basically, the stylist is considered as an important person in the image creation process, who is not dependent on a particular magazine or point of view.
Ray Petrie (1989-1948)
According to many, “Rey Petri” was the first stylist and became known in 1980 by designing the “Buffalo” style. “Buffalo” style is a pioneering combination of urban wear, native shirting, sportswear and high-end clothing. At that time, using ordinary people such as black people or people of multiple races instead of models was a new and significant move. Petri worked with The Face magazine and collaborated with designers such as Jean Paul Gaultier and Giorgio Armani. “Buffalo” is the name of an artistic and creative group in which Petri was also present. In a book of the same title, editor Dylan Jones stated that even 20 years after Petrie’s death, it is still “undeniable that he still stands out among a generation of stylists.”
Becoming a person who is aware of fashion and clothing
Clothing has a long and detailed history, and a person who works in the field of art, especially design and styling, is expected to at least know the great designers who, through their creativity, have designed the clothes we are wearing now.
Stylists who are interested in creating innovative and original works should have information about previous works. In addition, he should know where and how the clothes came from and how social and economic changes have affected the design and production of clothes. For example, the bitterness of the Second World War led to excesses in Christian Dior’s designs under the title “New Look”. If you are interested in fashion and clothing, you should research all art styles, from couture to street styles.
Check out clothing ads, visual goods, fashion and clothing event web pages, job reports, and professional journals to get a clear picture of the topics you’re talking about.
Fashion and clothing references
Costume reference is a term used to describe all the elements of research that a stylist brings together to inspire a styling project. Clothing, by its very nature, is a product that exists in one season of fashion and is not available in the next season. Following the activity of brands has always been associated with editorials as a special activity and occupation. Therefore, students refer to designers’ collections and fashion and clothing magazines to create styling projects. However, it is not the correct attitude that all stylists blindly imitate seasonal trends. Stylists unconsciously get the ideas that inspire them from all sorts of visual and sometimes disparate sources. You can get inspiration from visual sources such as architecture, painting or film, or from topics and philosophies such as aesthetic theory.
References to personal teachings and personal memories are often featured in stylists’ works. Finding relationships, themes and developing styling ideas through different references is a creative and rewarding process. Clothing references can be organized in several ways. Creating a moodboard and a design book are common methods and a useful way to archive works and transfer ideas.
McAsey, Jacqueline, Buckley, Claire, translated by Maleeha Melai, Styling, Tehran: Jamal Hanar Publishing House, 1400