Trading Sunsets for Sunrises

Contributing Writer David Grinsfelder Reports on a Day in the Life of a Model on Set in New York

By DAVID GRINSFELDER | Contributing Writer

I can only manage a brief “hello” to the producer on set before I’m whisked away to get ready for the photoshoot, scheduled for a 10 a.m. start time. Right now, it’s just after 8:30 a.m. and, despite being half-awake, I know today is not going to be just another day in the office.

I’m on set for a major New York-based lifestyle and footwear brand today, photographing for its Winter 2023 Holiday Campaign. We’re shooting in Silver Studios at the Chelsea Piers, an iconic New York space most famous as the stage of many “Law & Order” episodes.

It’s not my first time on a studio set—I’ve done plenty of eCommerce work for brands like lululemon and American Eagle. But something about today feels different.

When a model shoots eComm (industry slang for “electronic commerce,” whereby models help promote and sell clothing via company websites), it is as close as they come to working a 9 a.m. to 5 p.m. gig. Call time on set is typically 8:30 a.m. and you wrap around 5 p.m., with an hour for lunch at 12 p.m.

There isn’t much room for creativity, since models are changing in to and out of 40 to 50 different outfits per day. These “looks” are often repetitive, and photos are intended only to accompany individual outfits on the website, instead of being used for big, flashy billboards in Times Square.

Most models will tell you that while eComm isn’t glamorous, it is the main way they pay the bills. On the other hand, studio shoots like the one I’m doing today are high-stakes, high-energy and vary from client to client.

When I shoot a campaign, it is a much smaller, more select group of eight to 10 outfits that feature the season’s highlights. Fewer outfits means less rapid wardrobe changes, more time to settle in to each look, and freedom to be creative with poses and props.

With over $2 billion per year in footwear revenue, today’s client is all about shoes. Although the shoes are the focus of today’s shoot, we have an incredible styling team that has designed outfits intended to highlight the footwear.

Two members of the team greet me with beautiful smiles as I do my final fitting, tailoring the shirts and hemming the pants one final time before they’re ready for their 15 seconds of fame.

After that, it’s over to hair and makeup, where I catch them chatting over steaming cups of coffee. They’re industry veterans represented by Streeters, which is one of the preeminent global creative talent agencies for artists in the beauty and fashion industries (yes, hair and makeup artists are represented by agents as well).

No sooner have I said hello than I am plopped down in front of a vanity mirror by one of the artists where she masterfully applies several types of product to my skin. Out of curiosity, I have to ask what she’s doing to my face.

“I start with a gentle cleanser to prep your skin,” she said. Sounds simple enough.

“Then,” she told me, “I’ll apply some glycolic acid toner for an extra deep clean to remove dirt and leftover oils.” Got it.

“After that, I’ll give you a serum with hyaluronic acid to promote skin flexibility, a touch of niacinamide eye cream, bronzer to add depth and complexion to your cheekbones, concealer to hide periorbital hyperpigmentation (aka the circles under one’s eyes), and finally I’ll spray a facial mist for the finishing touch.”

(Women reading this: I will never again take for granted the time it takes for you to get ready.)

Once I’m “out of the chair” (industry talk for hair and makeup), it’s time for the main event. The photographer walked me through the storyboard, a visual layout of the different outfits we’ll be shooting and the narrative we’re trying to create.

Today’s goal is all about creating an effortless style that is aspirational for the average buyer, but simultaneously elevated for a more discerning clientele. I’m not totally sure what that means, but I nod my head in agreement. As my modeling mentor Bruce Hulse said when I first started in the business: “When someone asks if you can do something, say yes. Then learn how to do it later.”

The female stars of this particular show are still in the chair. Since it will be a little while until they’re ready, the photographer introduces me to his photo crew.

Top photographers typically have a production entourage with whom they work consistently. Today’s crew is cracking jokes like only old friends can, which means it is going to go well. Photo sets like this one survive and thrive by the capability (and camaraderie) of their photo crew.

I wish I remembered every detail of our day on set, but when the camera starts flashing rapid-fire and we’re being hustling on and off set for outfit changes, I lose myself in the pandemonium of it all. It is a barrage of lights, instructions and a million thoughts in my own head about different poses and facial expression I can “hit” in order to give the photographer something new to capture.

After a quick lunch, another three hours. As the sun starts to set out the big bay windows, the studio is illuminated with an incredible golden hour light that makes for some of the best images of the day.

Finally, around 4:30 p.m., the photographer gives a nod to our producer, who knows it’s his way of saying we’re finished.

“That’s a wrap on David!” she yelled.

As tradition demands, there is a moment of appreciation as we all applaud each other. A few hugs between new friends, and exchange or two of Instagrams, and then we’re sent back out into the world while the photo crew, who arrived early, stays late to break down the set.

Days like this are what make the volatility and uncertainty of the modeling profession worth it. An incredible team, a beautiful studio space and the chance to create images that are (hopefully) timeless make some of the most grueling days on set fly by.

Growing up in Pacific Palisades, the idea of modeling wasn’t remotely on my radar. But after taking a leap of faith, moving across the country and leaving a corporate job at one of the big TV streamers, I have to admit—it’s a unique and undeniably fun profession for a 26-year old in New York.

David Grinsfelder is a graduate of Palisades Charter High School (2015) and UC Berkeley (2019). He currently lives in New York and is writing a series of travel stories for the Palisadian-Post. The Grinsfelders have been Highlands residents since 1989.