Thinking About Doing Your Own Virtual Photoshoot?
Learn from Ours
Photographer: Alon Reuveni, By: Gail Goldberg
We couldn't proceed with our next regular photoshoot for the magazine because of quarantine. So we decided to experiment with a virtual one—two, actually. Perhaps you've been thinking about going this route for your own brand or new collection but have no idea how to begin.
Allow us to be your test-subjects. As an incubator we love to play with new concepts.
Although it was a game of trial and error, our images—shot by FiSF's creative director/photographer Alon Reuveni—prove that virtual photography can get the job done, and then some. Fun fact: This was the first time Reuveni had taken professional photos through a computer, and he liked it: "Feels like the future," he says.
Here's what went down…
sweatshirt by: Riccetti Clothing
Shoot 1
The Brand: Riccetti Clothing, a seven-year-old streetwear label known for its femme-slash-cozy aesthetic. // riccetticlothing.com
The Model: Jenni Riccetti
The Location: Jenni Riccetti's San Francisco apartment
San Francisco designer, FIDM grad and onetime Project Runway contestant (season 15) Jenni Riccetti was the perfect candidate for our first virtual shoot.
She began making comfy, small-batch tie-dye tees, sweatshirts, leggings, bralettes and masks from her apartment when her Noe Valley studio closed due to the stay-at-home order. (She got the cotton blanks from an Oakland distributor.)
Featuring the Covid2020 collection was a no-brainer: tie-dye is having a major moment plus Riccetti herself was happy to play model. "I wasn't intimidated because I love being in pictures. I had been seeing a lot of FaceTime shoots and thought it looked fun, and I was up for trying something new," Riccetti says.
Decision made, now what? About a week before the shoot, Riccetti gave Reuveni an apartment tour via phone so he could scout areas he liked. The two talked about how the garments should look and feel, and fit together. "Jenni's the DNA of the brand so, obviously, she had great input that was super valuable," says Reuveni.
The day of the shoot arrives: Reuveni's on his laptop, viewing photos from a large monitor while Riccetti is using her iPhone. FaceTime is the medium of choice: "I was aiming for the least intrusive, highest quality platform that would keep the shots authentic" Reuveni explains.
Riccetti did her own hair and makeup, something she's comfortable with. "The vibes were super chill so I didn't go crazy with styling," she says.
As with any shoot, lighting was crucial…oh, hey, ring light. "It’s an essential piece of tech these days," says Reuveni. "We used the ring light on some shots. However, on others, we were able to use the beautiful, natural daylight."
outfit by: Riccetti Clothing
When the session begins in earnest, it becomes clear that communication, rather than technical skill, is paramount to a successful e-shoot. That's because the model has to take on the additional roles of stylist, production person and photographer's assistant. And the photographer has to be able to give clear direction in order to get the phone camera in the right place, set the frame, etc.
For Riccetti, the extra load wasn't hard—it just required heaps of energy: "Modeling can already be challenging, depending on the shoot. But usually you're only focusing on posing and making a good face. It was fun for me to wear all the hats."
Overall, the shoot went smoothly. At one point, though, Riccetti's quarantine buddy and fiancé Alejandro jumped in to help stabilize the phone for a few shots. For Reuveni, the extra hands acted as his own, and Riccetti was happy to have her partner in the mix. (FYI: Her other roommate, Picot, managed to wag his way into a few adorable photos.)
When she got a sneak peek of the images, Riccetti was thrilled. "I love how organic they feel. It's like a look at a day in my life at home. I especially like the pictures of me on the couch because it's one my favorite places to chill out."
Riccetti's advice for other designers considering a not-IRL fashion shoot: Go for it! "Have your looks lined up and figure out where you want to shoot in advance—then just have a really fun time," she says.
t-shirt & jacket by: alamere
Shoot 2
The Brands:
Cotton the First: Two years ago, Charles Suwannaporn launched his menswear brand, which makes classic high-quality, slim-fit shirts with a twist. // cottonthefirst.com
Alamere Designs: Co-founded by Andrew Langsdorf, the five-year-old, made-in-SF label blends sustainable outdoor fabrics with classic streetwear designs. // alameredesigns.com
Model: Arion J, MDT Agency
Location: A skyrise condo on Lake Merritt (the home of Arion J's friend)
We wanted our second virtual fashion shoot to be different from the first. The plan was to take photos outside using a professional male model. Spoiler alert: One of these things was not to be.
button down shirt & mask by: Cotton the First
It all began with everything falling right into place. Cotton the First founder and current FiSF Designer-in-Residence Charles Suwannaporn was eager to participate in the shoot. He has been cutting and sewing masks from leftover shirt fabrics in his apartment since the beginning of April—and donating money from each sale to Give2SF, a local fund for Covid-19 relief. People have been loving the matching shirt and mask sets; precisely the reason to feature them in our shoot.
Although Alamere Designs' Andrew Langsdorf was caught off guard when approached, he was curious: "I never heard of doing a virtual photoshoot. But thinking about it more, I became excited about the idea because it would create great images for some of our new pieces at a time when it’s very hard to accomplish that. But, also, it’s an inspiring example of creativity and resilience—and to not let the constraints we are all facing to stop the creative process for us, or the people we work with," he adds.
As for model Arion J: He was enthusiastic right away in providing his support, even though his initial thought was "how would this even work?"
With all players onboard, styles sorted and location pre-scouted, the shoot was a go. Everyone was excited about the outdoor space with stunning views at the Lake Merritt high-rise.
Until the Wi-Fi failed, that is.
"The simple problem of weak reception made shooting outside impossible," Reuveni explains.
Without missing a beat, photographer and model pivot to Plan B: shoot inside. The condo itself was beautifully decorated (that piano!) and there was plenty of natural daylight. Arion J was prepared with a ring light and also fully equipped with tripods and the like, allowing him to take shots independently using his iPhone.
"Arion felt comfortable and professional in front of the camera and was contributing ideas and options on ways to take photos and set up frames," says Reuveni.
No doubt, Arion J was in his element. "I believe because of my experience in this industry—I've been in so many difficult scenarios—I was able to adapt to what Alon had to say and wanted me to do," Arion J says.
With two experienced professionals at the helm, it's no surprise that a little glitch didn't blow up the results. The images turned out great.
So what are Reuveni's key takeaways from his foray into the world of FaceTime photography? "There's always a way to overcome obstacles and produce authentic work while creatively showcasing your brand. The most important thing is to be flexible and enjoy the challenges."