An interior stylist can make the difference between a room that feels flat in photos and one that truly captivates. As photographer Douglas Friedman noted in a recent US AD PRO video, these professionals bring a meticulous eye to every detail, adjusting, layering, and refining a space so it translates beautifully on camera. “It’s the set of eyes that are necessary to make something optimal for photography, as opposed to optimal for living in the real world which are incredibly different points of view,” Friedman explains.
For some interior designers, this may seem like unnecessary spending. You’re familiar with the home and know how to layer those finishing touches. Think again, says Friedman. “I’ve had a lot of jobs where the interior designers believe that their teams can handle the styling, but they get stuck in nostalgia—they have a backstory to a certain piece of furniture or the placement of something—and it can bog down a shoot.” AD global visuals director Michael Shome agrees. “When the designer is also doing the styling, it can feel one-note,” he says. “It’s a collaboration, of course, but it’s important to have a fresh pair of eyes to loosen the space up.”
By the end of a bustling shoot day, you’ll be glad you delegated the work. Busy designers, says stylist Karin Lidbeck-Brent, “should find the experience very liberating and productive” when they can trust an outside professional to do much of the heavy lifting (literally!) that goes into the prep and takedown of an interior photography shoot.
The search for an interior stylist
Finding a right-fit interior stylist can take some digging. Comb through magazines for featured pros, or scour social media for tagged collaborators. “Stylists are often credited in articles and social posts. When you find a stylist whose work you are inspired by, follow them,” says US AD100 designer Sheila Bridges, who has partnered with industry talents Mieke ten Have, Elvis Maynard, and Michelle Wong on past interior photography shoots.
Tap into your network for word-of-mouth recs as well. “Referrals from photographers are definitely a big part of it,” ten Have says, “and that’s reciprocal—I’m constantly referring photographers.” Design-world PR agents or fellow designers whose project photography you admire may have a recommendation as well. Low on local talent? No problem. Like interior photographers, most stylists are open to traveling for shoots.
Note that not all photo stylists are interchangeable, however. “There are stylists who specialise in certain things: fashion, food, product catalogs,” says Lidbeck Brent. “Interior styling is a niche of its own. Many of the best ones have magazine experience. That’s the kind you want as an architect or interior designer: people who understand interior spaces and how they work with a camera.”
What to prep ahead of the shoot
Let’s get one thing clear: Styling is much more than just positioning books on a coffee table and shoving flowers into vases. The industry pros are trained to create captivating images with a real narrative kick to them, so if you think of your stylist simply as a propping assistant, you won’t be getting full value out of the partnership.
Nailing down the shoot-day specifics ahead of time will save you time, money, and energy. Work with your photographer in advance to create a shot list of the rooms and vignettes you want to capture. “That helps inform how many shoot days you’ll need—and how smooth those shoot days will actually go,” says Friedman. “The more tightly wound you are, the more tightly wound the styling is going to be, and it’s not going to have the same impact.”
Once the shot list is set, connect with your stylist to schedule a walkthrough of the spaces you’ll be shooting—or at the very least review a set of scouting pictures together. “Ask yourself: What exactly do I need to make this room look finished?” says Bridges, then use that time to discuss specifics about your desired look and feel, any additional decorative pieces that need to be brought in, floral preferences, and so on. Alternatively, “stylists can also be helpful when you need to edit what you already have,” adds Bridges. In general, interior stylists will procure decorative objects, florals, and any other lifestyle bits and bites for the shoot—but it’s important that you have a conversation to confirm who’s providing what ahead of the shoot.
The makings of a successful shoot day
Photo-shoot days are long days. It’s a race against the natural light to capture a full-day of photos (which can vary by photographer and the weather—some snap 8–10 photos in a day, others can capture up to 20 within that time). Small delays add up, so having all on-set collaborators focused and engaged helps keep energy and morale high as the day goes on.
“It’s trusting your creative team to keep the shoot on pace,” says stylist Dorcia Kelley. Her tip for all collaborators on-set? “You want to make sure that you’re comfortable and a part of the conversation, but you don’t want to micromanage, over-style, or overthink. Take the shot, make sure it’s as good as it’s going to get, and move things forward.”
With each new room, the interior stylist is tasked with recasting the three-dimensional interior into a compelling two-dimensional image. They’ll use props and florals to solve compositional concerns: Tall, sculptural branches can enliven expanses of cabinetry or a blank wall, for instance. And many shoot hours will be spent “schlepping huge things everywhere, then moving things one inch,” says Los Angeles stylist Emily Bowser—shifting aside your perfectly placed sofa, for example, to clear a view toward the gorgeous fireplace surround.
Your stylist will be focused not just on how to make each photo a winner, but that you’re staying aligned with that overall narrative of the shoot. Consider: What story do the images collectively tell, and how does each one contribute? “When I’m styling, I’m thinking about lifestyle,” says Kelley, who detests when things look too staged or sterile. “I’m not just styling a kitchen, I’m styling a kitchen with orange juice and maybe some fruit—evidence that someone lives there.”
What to budget for interior styling
Most interior stylists charge a day rate for residential shoots that, in the UAE for example, interior stylists for photoshoots generally charge between AED 500 and AED 1,500+ per day. (Styling work for corporate clients is typically more expensive). This rate will apply equally for days spent preparing for the shoot, for the shoot itself and for the time required to return borrowed items afterward.
Further costs will include floral supplies for a whole house, depending on location) and sometimes rental fees (generally 10% to 15% of the retail price) for accessories that couldn’t be borrowed on memo or bought and returned. If significant travel is involved, stylists may charge for those hours too, plus mileage. And, of course, accommodation and meals if an overnight stay is necessary.
If you are trying to pack as many shots into a day as possible, you may want to spring for an assistant who can be on the periphery fetching things, prepping flowers and resetting rooms after the photographer has moved on.
Yes, it’s an investment, but hiring an interior stylist and photographer is one of the best moves you can make for building your brand and attracting new clients. “If it’s a strong project that you’re proud of, that image lasts forever,’ says ten Have.
