Defining Blue Nile’s Editorial Photography Style

I helped to develop Blue Nile’s new look and feel for editorial on-figure photography by creating a style guide describing posing, wardrobe, hair and makeup, and styling recommendations to be shared with our contract photographers. I also provided on-set direction and assisted in making final selects and crops.

We wanted to show more loose and natural posing and styling, with models showing some degree of movement. Hair and makeup is minimal, clean, and natural. Lighting is softer and more directional. Wardrobe incorporates both casual and formal pieces in neutral colors and some brand colors, using high quality materials and more classic styles. We pared down the amount of jewelry worn in each look and introduced tighter shots focused on key pieces to let them shine. These changes helped carry the brand forward and feel relevant, relatable, and aspirational while building a brand catalog that is versatile for multiple channels, seasons, and campaigns.