Step inside the making of a Fashion Quarterly shoot as Creative Director Georgia Bramley unpacks the craft behind the image – from initial concept to final frame, and every detail in between.

1. The IdeaEvery shoot starts with a clear idea.For the Autumn issue, the theme was Power – not in an obvious sense, but through different expressions of modern confidence and control.That translated across multiple shoots. For the cover, it was about a single, strong presence – something directional but still natural. For the Power Play shoot, it became more collective – a group of women, including Karen Walker, each bringing their own version of that.The concept is shaped between myself and our editor-in-chief Sarah Murray, then I build it into a creative direction deck. That becomes the reference point for everything that follows.Moodboards help define the tone and direction, but they’re not there to be followed exactly. From there, it’s about making sure everything stays aligned.

2. CastingCasting is one of the most important parts of any shoot.For the cover, it’s about finding someone who can hold the frame. There’s a difference between being photographed and actually carrying an image.We prioritise New Zealand models wherever we can. It keeps the magazine connected to our audience and…