To create either curve, start by positioning your model with their body 45° from the camera (towards either your key or fill light). Then, turn their head back straight towards the camera plus a little more (about 15°). For the 'S' curve, tilt their head away from the light they face; for the 'C' curve, tilt the head towards the light they are facing.
In the photos below, notice how the positions of the individuals work with curves that best suit them.
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