How Hiring a Stylist Lands You Press
When it comes to getting your work featured in a magazine, beautiful design alone isn’t enough. Styling for press is about telling a story that editors—and readers—can instantly connect with. In our recent Styling for Press and Publication webinar, I sat down with Adam Fortner, a seasoned stylist with over 17 years of experience. We discussed the nuances of styling for publication, what editors look for, and why styling is the invisible bridge between design and press.
Adam Fortner, a photo stylist with 17 years of experience helping designers, architects, and brands turn their projects into story-driven images. Known for his collaborative approach, he works closely with creative teams to highlight the unique details of each space. Before styling, Adam spent nearly a decade in architecture and design magazines, refining his skills in visual storytelling. His work now appears in books, magazines, ads, and campaigns worldwide.
Here are the biggest takeaways from our conversation and why press-ready interiors demand more than just pretty spaces.
1. Story First, Style Second
“Before the first prop hits the table, know your story,” said Adam early in our talk. Every published feature begins with a narrative. What makes this project special? Maybe it’s a historic restoration, a sustainable material palette, or a client who built their dream lake house from the ground up.
When you start with a story, your styling choices gain direction. You’re not just arranging objects; you’re building visual rhythm that supports a message.
2. Styling Is a Different Skillset
Many designers assume they can handle styling because it’s “part of design,” but Adam made a great point: “Styling is a separate field. We’re not finishing a space—we’re polishing it for the camera.”
Interior design focuses on function and feel in real life. Styling translates that into visual storytelling—tweaking angles, removing clutter, and re-composing the scene so it reads beautifully on camera. A good stylist sees the project with fresh eyes and knows how to make the space sing in still images.
3. Early Collaboration Is Everything
According to Adam, most designers bring stylists in too late. “The earlier the better,” he said. “It saves you time, stress, and ensures everyone’s working toward the same visual goal.”
When you assemble your photographer, stylist, and PR team early, you gain clarity on your story, your shot list, and your publication goals long before shoot day chaos begins.
4. Plan for the Publication, Not Just the Portfolio
One of the biggest mindset shifts Adam and I discussed is this: shooting for your portfolio is not the same as shooting for publication. Portfolios showcase your range. Magazines need a cohesive story that fits their editorial tone—essential room types, seasonal details, and narrative pacing.
If you’re aiming for publication, think in terms of editorial beats: a strong opener, lifestyle details, and visual variety that can carry a multi-page spread.
5. Imperfect Can Be Perfect
Ironically, magazine editors often prefer moments that feel authentic over spaces that feel sterile. A perfectly fluffed bed might photograph beautifully—but a loosely draped throw and a casually open book often create the emotional pull that publications love.
As Adam said, “We’re not documenting; we’re storytelling. Sometimes that means breaking the rules of how a space actually functions.”
6. Avoid Over-Styling and Clichés
There’s a fine line between “lived-in” and “overdone.” We laughed about the classic “tray-on-the-bed” moment—a trope that has overstayed its welcome.
Instead, focus on subtle details that communicate real life, not performance: a glass of water half-filled, a light breeze in the curtain, natural folds in a throw.
Editors want images that breathe—not that feel frozen in a showroom.
7. Trends That Magazines Love (and Those That Have Faded)
Every year, the visual language of interiors shifts. Adam and I both see editors leaning toward refined realism—a balance of craft, texture, and restraint. (
Editors are constantly seeking fresh, exciting content. What catches their attention are vibrant color stories, budget-friendly transformations, celebrity-related projects, and anything that takes risks with styling. For example, bold pattern mixes, unexpected material pairings, or playful, eclectic vignettes often stand out.
On the other hand, what editors are seeing too much of—and what feels overdone—is the “less fruit, more vases” approach: overly curated arrangements of artisanal decor that lack personality or narrative.
Publications are craving depth and authenticity, not duplication of Pinterest trends.
8. Understand the Editorial Calendar
Timing matters. If you’re shooting a cozy cottage meant for a winter issue, don’t wait until November to plan your shoot—magazines work six months ahead. That means shooting your “holiday story” in July, and styling accordingly. Seasonal awareness can make or break your pitch.
9. Don’t Play It Too Safe
One of Adam’s most interesting observations: “We’ve stopped taking risks.” Designers often tone down bold styling choices out of fear that their project won’t get published. Ironically, it’s the distinctive, personality-driven images that editors remember.
As Adam put it, “It’s those risky things that have the biggest payoff.”
10. Publication-Ready Means Team-Ready
Behind every “perfect” photo spread is a village—designers, stylists, photographers, and sometimes PR teams all working in sync. It’s not effortless. It’s intentional orchestration. And while a stylist’s hand may go unnoticed, their influence is everywhere: in how a curtain falls, how light touches a vase, or how the story feels cohesive frame to frame.
A great team doesn’t just make your work look beautiful—it helps your design get seen by the people who matter most.
Getting your work published is about more than catching an editor’s eye—it’s about curating your story with purpose. Beautiful design may turn heads, but thoughtful styling keeps attention. When the composition, lighting, and narrative all align, your project becomes more than just an interior—it becomes an experience worth printing.
Ready to take your styling skills to the next level?
If you’re eager to dive deeper into the art of styling for press and learn more from industry experts, don’t miss out on our full webinar with Adam Fortner. We cover even more tips and behind-the-scenes insights to help you get your work published.