EVERYDAY, REFRAMED
The Souled Store × FramesbyDarshil
A fashion study exploring everyday clothing through an editorial visual language — where styling, attitude, composition and light work together to turn familiar pieces into considered fashion imagery.
THE IDEA
FASHION DOESN'T HAVE TO BE FORMAL TO FEEL EDITORIAL.
The starting point for this project was simple:
What happens when everyday fashion is photographed with the same attention given to an editorial?
The intention was not to transform the clothing into something it isn't. Instead, the project looked at the existing character of the garments and built the imagery around it — using attitude, composition, movement and environment to create a visual story.
The Souled Store has built its identity around pop culture, self-expression and accessible everyday products.
For this project, that idea became the foundation rather than something to hide.
The clothes stay wearable.
The imagery becomes more considered.
THE VISUAL LANGUAGE
LESS CATALOGUE. MORE CHARACTER.
The visual direction was built around a contemporary fashion-editorial vocabulary.
Rather than treating every frame as a straightforward outfit photograph, the images were approached as individual moments within a larger visual story.
The emphasis was placed on:
Silhouette
Understanding how the clothing occupies the frame.
Attitude
Allowing expression and body language to give the garments personality.
Composition
Using negative space, perspective and framing to create stronger images.
Movement
Introducing a sense of life rather than keeping every frame static.
Environment
Allowing the surroundings to participate in the photograph without taking attention away from the subject.
The result is a visual language that sits somewhere between fashion editorial and contemporary lifestyle photography.
THE APPROACH
THE CLOTHING WAS THE STARTING POINT. NOT THE ENTIRE STORY.
A product photograph answers:
What does the garment look like?
A fashion image can answer something more:
What does the garment feel like when someone wears it?
That distinction shaped the shoot.
The direction focused on creating photographs where the viewer could read the clothing through the model's posture, movement and attitude — rather than simply seeing the outfit displayed in front of them.
This meant allowing space for quieter frames, stronger portraits, environmental compositions and moments that felt less constructed.
LIGHT
LIGHT WAS USED TO CREATE MOOD, NOT JUST EXPOSURE.
The lighting approach was kept intentional and controlled.
Rather than flattening the subject and clothing with uniform illumination, the aim was to create separation, depth and dimension.
Highlights were allowed to define the subject.
Shadows were allowed to remain.
Background elements were kept secondary.
The objective was simple:
make the frame feel dimensional without making the lighting feel artificial.
That balance is particularly important when photographing everyday clothing. The image needs to remain believable while still carrying an editorial finish.
DIRECTION
THE FRAME STARTS BEFORE THE SHUTTER.
The photography was built around direction as much as camera work.
Instead of repeating conventional poses, the subject was guided through changes in:
posture
eye direction
movement
hand placement
body angle
distance from the camera
interaction with the environment
The intention was to create moments that felt observed rather than mechanically posed.
That approach gives the clothing room to move and gives the final series a more natural rhythm.
EVERYDAY, REFRAMED
The most interesting thing about everyday fashion is that it doesn't need to announce itself.
It exists in the places people actually go.
On the street.
At a café.
On the way somewhere.
During an ordinary day.
The role of the photographer is to find the frame where that ordinary moment becomes visually interesting.
That was the idea behind Everyday, Reframed.
Not changing the clothes.
Changing the way we look at them.
BEHIND THE FRAME
CONCEPT → DIRECTION → LIGHT → CAMERA → FINAL IMAGE
A strong fashion photograph is rarely the result of the camera alone.
It is built through decisions made before the shutter is pressed — what belongs in the frame, what doesn't, where the subject stands, how the light falls, how the model moves and what the image needs to communicate.
That process is central to the way FramesbyDarshil approaches fashion photography.
THE FINAL SERIES
The Souled Store × FramesbyDarshil
A study in everyday fashion, contemporary styling and editorial image-making.
Photography & Creative Direction
Darshil Patel
FramesbyDarshil
FRAMESBYDARSHIL
FramesbyDarshil is a fashion and commercial photography practice based in Vadodara, creating editorial imagery, campaign photography and visual content for fashion brands, designers and businesses.
The approach combines photography, lighting, creative direction and visual storytelling to create images designed not only to show a product, but to define how a brand is seen.
Fashion Photography · Editorials · Campaigns · Creative Direction
HAVE A COLLECTION WORTH SEEING DIFFERENTLY?
We work with fashion brands and designers to create campaign imagery, editorials and visual content built around their individual identity.
FramesbyDarshil
Vadodara · Mumbai · Available across India
The Souled Store Fashion Editorial | FramesbyDarshil
Explore Everyday, Reframed — a fashion editorial by FramesbyDarshil exploring The Souled Store through contemporary styling, creative direction, lighting and editorial photography.
