Though it typically fails to produce the most controlled results, the camera's built-in flash or a camera-connected external flash unit provides the most freedom. By setting the camera's flash to "on," you reduce your reliance on natural lighting or lighting setups. Use the camera's flash when you want the model to move freely in any direction or if you are shooting outside in an environment where light changes frequently. In-camera flash provides a faster setup than other lighting techniques but is typically less flattering than other techniques. If you use an external flash device, turn its head to angle the flash.
An off-camera flash lighting device helps reduce shadows and illuminate evenly. To reduce shadows, use the device as fill flash. For example, if you are shooting outside and the sun's rays hit the model on her right, set up a flash device to the left of the model. Fill flash creates a softer lighting effect, leading to more flattering images. To use an off-camera device as your main light, place it to the side of the model or behind the model. This helps avoid the stark shadows created by straight-on flash.
Bouncing light creates soft light, leading to evenly lit photographs with minimal shadows and highlights. Typically, soft light best serves fashion photographs that highlight a model's face or display clothing with an accurate, even tone. To bounce flash, point an external or off-camera flash unit at a light surface, such as a white wall. For example, point a flash until at the white concrete to create soft, under-lighting. This helps reduce harsh shadows created by overhead light and provides the softest light when used outside near noon.
Umbrellas and filters help diffuse or bounce light created by a standing light or flash unit. Umbrellas typically attach to light units or tripods and bounce light off their white surface. To setup an umbrella, point the inside of the umbrella towards the model and point the flash towards the inside of the umbrella. Filters add a new color or tone to a lighting source or diffuse the light. To diffuse light with a filter, place the filter in front of the flash. For a cheap method of diffusing light, hold a thin, white sheet in front of the flash unit.