Hj's british hairdressing awards: expert advice for creating a winning image

Creating the perfect image for the British Hairdressing Awards is no easy feat, but these tips from the experts will help you get there. Richard Darby is managing director for Mark Lesson Hair Body and Mind salon, and has art directed at least 20 award-winning shoots. What is the most important element in creating the perfect image? The model is the single most important factor. Without a great model the image will never have the edge, no matter how amazing the hair is or how fabulous the clothes are. How do you go about choosing the right model? Firstly it depends what the shoot is for and what you want to achieve. Knowing your brief - such as whether you want to use the images for PR and advertising - will help you choose the right model. Picking a really harsh and edgy girl for a window campaign probably won't attract many clients, unless that's the type of girl you're trying to attract. If a model is commercial looking, think about whether she's the right age and if she accurately reflects your brand. How important is casting? Very. I always try to cast a few days before the shoot so you know the model won't have changed too much beforehand. Don't be afraid to ask the model to pose and walk around the room, and look at angles, positioning, body shape, partings, hair lines and how the model reacts in front of the camera. How much do you rely on post-production retouching to create a perfect shot? All post-production is ever going to do is enhance what you already have. Sure you can make tweaks, smooth lines and erase stray hairs, but you can't work miracles. If the hair isn't great and the model doesn't engage the viewer, you're never going to have the perfect image. Top photographer Richard Miles talks us through the subtle changes that can take an image from good to great. BEFORE AFTER SKIN "We smoothed the skin taking away any blemishes, lines, bumps or lumps, but kept the pores visible for a natural effect." EYES "I left the lines under the eyes to stop the model from looking unnatural. I also enhanced the whites of the eyes to make the picture pop out more." FACE "I smoothed out the neck, reshaped the lips slightly and squared out the jaw line, these are tiny alterations but have made the image more flattering." HAIR "I haven't manipulated the hair much, just removed any flyaways and smoothed the bump above the ear. I also lightened the roots slightly and made the shape of the flick more flattering." For more information about HJ's 2013 British Hairdressing Awards and to book your tickets, call Dan Eversfield on 020 8652 8845 or email [email protected]