16 hours ago | By Carlene Thomas Bailey
Big data meets consumer insights. Experience WGSN.
In the second of our #InsideWGSN series, we speak to Sam Aldenton, WGSN’s associate digital editor, and resident street-style photographer, who can be found in any number of fashion week locations – outside the shows, backstage, front row or back at the #WGSNhub.
She tells us how to get the best from your street style subject and why social media is upping the reportage photography ante.
What does your usual day at New York Fashion Week entail?
What I love about fashion week is that every day is completely different, though some things are constant – like posting our street shots to WGSN’s Instagram account, then heading straight out to shoot more at the big shows like DVF, Prabal Gurung and Alexander Wang, where the industry’s tastemakers can all be found.
This season I’m shooting 360 degree street style looks using Instagram’s new Hyperlapse app and it looks great! We’re one of the first fashion companies to use the technology in this way.
We’re also hosting our Twitter #editortakeover campaign that 30 WGSN editors internationally are participating in, which provides real-time analysis of the collections. It’s really interesting to see the different takes of various editors worldwide, where their specialisms come in to play.
Then when I get a chance, I also head backstage or to my seat at the shows to shoot more images and Hyperlapse videos.
How does your perception of the trends differ when seeing them live, compared to seeing images online?
Seeing the process go from runway to real life is really captivating. When you see the collections come down the catwalk, everything is so polished and you’re experiencing a perfect representation of the designer’s vision. It’s exciting to see how that’s reinterpreted by the editors who actually wear the clothes. They adapt it to their own style while still staying relevant to the trends.
Where’s your favourite place to photograph street shots at New York Fashion Week?
Definitely outside Jason Wu. Each season his show is earlier in the week, so models and editors aren’t too tired by that stage, and more importantly it’s the best time to get a shot of both the big name supermodels and the up-and-comers that are going to make waves at the European shows.
Every season Karlie Kloss always comes out from backstage too, and literally stops traffic as she tries to find her car – it’s truly a spectacle to see all the photographers swarm to get a shot of her.
What’s your top tip for getting the best shot from a subject?
Know their name and ask for a smile. A lot of the magazine editors and bloggers are photographed so often that when someone comes along and politely addresses them by name for a quick photo they’re more inclined to stop for a second, rather than rush past.
On average, how many images do you shoot per day?
Between 300-1000 depending on the number of big shows.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.