They combine their editorial shots with shooting on location and in a studio. The location shots are often quite urban and edgy looking, a little ruff around the edges. In both the studio and location shots they keep the tones muted so not to distract from the model and the clothing they're trying to sell. When shooting on location they often play with the depth of field, leaving the location slightly out of focus.
The only exception to these rules are for their seasonal campaigns such as Christmas, where the model is shot in a far more luxurious environment that showcases glamour and the 'party season'.
Models, Hair & Make-up
The models on their site look like high fashion models, and are photographed in a manner reflecting this (pose & facial expressions).
- They're tall and slim
- Often natural looking, they aren't heavily made up and consequently they're relate-able, and once again it's an image the consumer wants to buy into. - However this isn't the case if they're advertising a 'going out' look where they then indirectly advertise their beauty range to.
- Topshop use women of varied ethnicity's and from various cultures
- Models look aged 18-mid 20s which is their target market
- Each model portrays a confidence and a certainty of who they are
- Sometimes edgy depending on the desired image
- Always have direct eye contact with the camera
- Hair is often soft and flowy and is consistent with the models image
- Sometimes portray a sultry look
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