Advertising, Editorial and Runway.. Whats the Difference?

Internet Ref: Admin. (2013). Creating Makeup for Catwalk Shows. Available: http://virtualbeautyacademy.com/172/. Last accessed 25th Jan 2016.
Internet Ref: Sheeba Magazine. (2015). What is Editorial Fashion Photography?.Available: http://www.sheebamagazine.com/read/what-is-editorial-fashion-photography/. Last accessed 25th Jan 2016.
Internet Ref: N/A. (2010). Advertising vs Editorial . Available: http://www.fashionphotographyblog.com/2009/12/advertising-vs-editorial/. Last accessed 25th Jan 2016.

Runway makeup takes into account a number of distinctive styles that vary from the glamorous to the natural and even more artistic interpretations for the Avant Garde designers. Despite this all features of the look must be stronger than the classic everyday beauty makeup so that the features can be seen by the audience of each show and also captured on camera. The key feature to remember within Runway makeup is the concept of emphasising a distinctive feature within the look to create a stronger final result. A fundamental element to working within a Runway show is that of the speed of the makeup application with most looks having to be completed within a 15 – 20 minute time slot for each model. Due to this aspect finer details are not necessarily important and often the focus in concentrated onto a single area such as the eyes lips or skin. Regardless the skin is always polished and sculpted as the bold lighting of the shows bleaches out the makeup therefore the models natural features require extra enhancement. In addition to this the makeup should be durable, as it should last for multiple hours under hot lights, multiple outfit changes and retouches. Depending on the shows focus a number of different elements will be the most important for each look, these aspects would be prearranged through pre-production meetings to discuss details.  Within these meetings elements such as the theme, styling, number of models, lighting and time allocation will be arranged between the creative team.

Pat McGrath for Alexander McQueen S/S 2015 'Untitled'
http://mascarawars.com/alexander-mcqueen-makeup/

Throughout the runway trends there remains three consistently reoccurring themes the first of which being glamour makeup. This style should be quick but effective concentrating on the eyes, lips or both. The chosen focal point is well defined and shaded to supply dimension and shape. The rest of the face is either naturally matte or lightly sheered for a satin finish. Black liner, false lashes and eye defining is more apparent within these types of makeup looks and lips are normally enhanced with a darker lip shade. Often within Spring/Summer shows a more natural makeup look is adopted instead of Glamour, although definition on the eyes and lips is still required it is heavily softened with pearlised products applied to the highest points of the face. This is a direct contrast to the designs of the more Avant Garde focused show whereby the design is much stronger and visually effective. Often within the designs there is a heavier incorporation of bold colour, liner, glitter and other elaborate pieces designed to catch the eye. Regardless the makeup must still compliment the overall theme of the shows design taking into consideration the clothing and hairstyling.

From the makeup designs of the runway show come the more refined examples seen within editorial and advertisement images. Editorial imagery places the makeup looks of the runway show into a more realistic environment supplying a mood or situation in which the makeup may take place, often this is done through the use of story editorials which portray a certain message within the imagery. Despite the filtering down of the makeup from that of the runway the makeup and hair styling is still rather dramatic, which is essential when taking into consideration the images purpose within fashion publication. Within fashion and beauty these images often feature as full-page spreads that explore a particular concept, designer or model but in this unit focusing on a brands identity. Beauty editorials are more often about a concept/mood as opposed to the clothing or cosmetics that they feature; instead these aspects are used as emphasizers for the images message. The relation of an editorial image with that of its Runway parent is predominantly down to the similarities in the makeup and hair. Within an editorial the hair and makeup design will be similar to that of the runway look, often sharing a flare of extremity but instead it is placed more within an environment or photographic setting. It is designed to uphold that creative element that is often toned away within advertisement while mildly toning the theatrical eccentricity of the runway.

This then filters down into the territory of beauty advertisement which act more as a salute to the extreme looks of the runway and artistic editorials. This is done through a mimicking of fabric, colour palette or textures used within the shows themselves.  Beauty advertisement images differ in the use of lighting, makeup and general styling that is generally much cleaner and designed to sell the product or brand to the public market. Depending on the brands identity the advertisements can be more simplistic or ooze glamour. For example advertisement campaigns from brands such as Gucci or Prada feature more edgy tones with patterned backgrounds and slightly more enhanced makeup, which may feature more product than the one being advertised. This is a contrast to the adverts of drugstore brands that depict one element, often the product that they are marketing.  This is done on the basis of the target market, for example the more expensive the advert, the higher the products cost and therefore richer the buyer.