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Making of an Editorial via ECD
ECD: Editorial Content 
Description, a creative 
alternative to moodboards

Background. 
Through a century 
of sometimes wildly
popular fashion magazines 
across the world, roles
which sometimes were 
rather heaped on 
top of one another 
in one creative, 
skilled person 
have been separated 
into various compartments. 
The making of a good 
fashion editorial 
was almost always the
result of group-work, 
but in the past decades,
this group-work 
has had the 
feature of being 
split into a great
number of stiff roles. 
For instance, in a 
some fashion magazines,
we find that there
is not only a 
photographer 
and a make-up artist
and one or more models, 
but also typically 
a dozen other 
people involved--
not just as assistants to
the above, but having 
various pre-assigned
roles that sometimes
overlap and that tear
apart the wholeness
and render into a
committee work where
a group voice matters 
more than artistic
integrity. To this
fragmentation often
goes overuse of 
computer techniques,
which, however 
convincing to some
at the moment, and
when viewed on tiny
screens, cannot compete
with the authenticity
of a well-prepared
photo moment done with 
intact artistic nerve.

To enforce an artificial
wholeness from above,
the imitiation of images
of the past is sought
via the alluring term
'moodboard', which is
a sheer denial of the
creative nature of a
good photo session.

In contrast to this, 
at BERLiNiB we have 
never used moodboards
(at most single photos
to illustrate a point
in image rather than
mere words).
Instead, we use words:
because words are
compatible with a
creative and vaster
set of resulting
photos for the
editorial.
Gradually a more and
more concrete description,
but not too concrete,
is built up: the Editorial 
Content Description, 
or ECD. 
After the ECD, the
photo session takes
place. After this,
a very creative 
after-period in which
excellent photos 
are picked from 
a huge collection,
subject to approval
of the model, or,
in case of a model
being under 18, her
parent or company
representative.
After this, the
editorial is composed
as a whole process,
and the extra photos
are also provided 
to the model for her
portfolio, for free
further use.