Because there's a difference between shooting for fashion catalogs than shooting for fashion editorials, and it's really boring to shoot just fashion straight forwardly(even if the clothes are works of art), with just the correct lighting, showing every details, that's boring, but to shoot editorials, in fashion, the really great fashion photos have been the ones where the clothes is not the most important element, the photographers tried to capture the mood, atmosphere, get the emotions from the models, trying to make the models look more like real women with stories, and the photos has a lot of room to the imagination.