Farewell term chaos, we give you the talk - from a to z
Industry jargon not your thing? Our glossary will enlighten you!
The term 'editorial' originates from English and is most commonly used in journalism and the press. It refers to the foreword by the editor-in-chief or the publisher in a magazine or journal. Especially in the English-speaking world – and here specifically in the USA – an editorial is a distinct and strong opinion piece. In Europe, it is most akin to a leading article.
Compared to a standard article, the author of an editorial enjoys much more freedom:
Supposed journalistic objectivity plays no role
Personal opinion is clearly in focus
Narration of personal experiences is legitimate
Detail is not necessarily required; more important is conveying an opinion or a feeling
In the late 1930s, the tradition of the opposite editorial developed in the USA. In this opinion piece, also known as 'Op-Ed,' columnists have the opportunity to represent an opinion that is diametrically opposed or at least significantly different from the actual editorial line of the publication. It's an important contribution to societal discourse. In Europe, such pieces are more commonly known as 'guest commentaries.'
The term 'editorial' is not exclusively used in journalism and its sub-fields. It also plays a significant role in the fashion and advertising industry, specifically when it comes to editorial photos and the associated editorial shooting. Another version is editorial design.
Editorial photos: Editorial photos usually appear as long photo spreads in a magazine. Such spreads in fashion magazines are often referred to in this way.
Editorial shooting: A special photo shoot with the purpose of creating images for the long photo spreads of magazines and journals.
Editorial design: Under the term 'editorial design,' all design elements that collectively create the layout for print media, newspapers, magazines, brochures, and books are summarized.
Editorial shooting is one of the most important photo shoots in the fashion industry. The resulting images are featured in high-gloss fashion magazines. Editorial shooting is quite different from normal shoots for the advertising market.
The specialties of an editorial shooting:
The approach is more artistic than in advertising shoots
The fashion presented is more stylish
It is usually shot in exotic locations
Often, unusual props are used
An editorial shooting has often proved to be the final push on a model's path to a global career. Although the fees are usually lower than for other shoots, the prestige associated with it sets necessary dynamics in motion. The models' fame increases, they get more jobs, and especially those jobs that seemed unattainable before the editorial shooting.
Editorial shootings also play an important role at Jobwork. For certain job postings, it is advantageous to send editorial photos as part of the application.
Indeed, some photo agencies offer a shooting in the style of an editorial shooting. For aspiring models, these provide an opportunity to learn the process of such an appointment without actually having to land one of the coveted shoots.