Creating an airy / pastel / film look in photoshop or lightroom

Anyone know how to get that airy / pastel colored/ film look you see all over the "Style Me Pretty" website. I have my doubts that they all shoot in actual film. Either that or there is an editing process I'm not aware of. I can't achieve that exact look no matter how much I try.

Can you post a link to a specific photo you wish to mimic; and post a photo of your own that suits the style? "Suits the style" is the critical factor here:
- If the photo you'd like to emulate was taken outdoors, don't post an indoor photo;
- If the photo you'd like to copy has a bright background, don't post a photo with a dark background;
- If the photo you'd like to copy has lots of background blur, make sure your photo has lots of background blur too;
- and so on.

Are you talking wedding stuff?

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anthony667 wrote in post #18312377
Anyone know how to get that airy / pastel colored/ film look you see all over the "Style Me Pretty" website?

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I went to that website (which I had never heard of before) and looked at many of the photos there. Nothing I saw seems to me to have a "film look", or an "airy pastel look". Perhaps you could do as others suggested and post links to some of the images you are trying to emulate, so that we know what you are talking about.

I suspect that the vast majority of people here have never heard of "Style Me Pretty". Hence, it would be helpful if you would post a link to their website, so that we don't have to do extra steps and run Google searches just to find the site you are referring to.

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Here is a link: http://www.stylemepret​ty.com …th-a-nothing-stuffy-rule/

I'm guessing this editing technique involves muting certain colors and enhancing others. Its not a simple filter, otherwise it might be film.

PS and LR, yes...film, probably not.

chauncey wrote in post #18313444
PS and LR, yes...film, probably not.

And even if film... scan to TIFF... import into LR... and, well, you know

anthony667 wrote in post #18312377
Anyone know how to get that airy / pastel colored/ film look you see all over the "Style Me Pretty" website. I have my doubts that they all shoot in actual film. Either that or there is an editing process I'm not aware of. I can't achieve that exact look no matter how much I try.

One thing that might help with this look is to limit the Blacks using the Curve adjustment in LR (sorry, dont use PS much). Not too much, just a small amount. Just bring up the bottom left point.
I have a few wedding/summer/retro type presets and they all seem to use this.

In photoshop (CS6 or later) try pulling back the vibrance.

Image/Adjustments/Vibr​ance and pulling back on the Vibrance.

Guessing:
Decrease vibrance by a moderate amount, maybe start with -30 and see where that gets you.
Lift the black point in the tone curve panel (maybe on just the red/green channels).
Increase global Clarity and Contrast a little (may have to adjust global Saturation down if you increase Contrast).
Raise Shadows and Blacks slider to bring back shadow detail lost when global contrast was increased (notice that none of the blacks are anywhere near clipping)
Compensate for global increased Clarity with local adjustments to negative Clarity on skin, using the adjustment brush.

Or...you could search youtube...https://www.youtube.co​m …rch_query=style​+me+pretty