How I Create Fashion Photography through Cinematic Storytelling

Ever since I was a kid, I was mesmerised by the world of film. Cinema was a magical place that completely enthralled me, pulling me into its own reality. My early tastes revolved around "The Lion King" and "Toy Story," but they soon expanded into the imaginative worlds of Tim Burton’s "Edward Scissorhands" and the vibrant energy of "Singin’ in the Rain" — a film I once taped on VHS in the middle of the night and rushed home from school to watch, filled with pure excitement.

My journey has always been one of crossing worlds. Studying Television Production at university taught me the intricacies of the production process and the technicality of equipment. Trying my hand at acting gave me a new perspective on scripts — how words shape emotion and movement. Later, producing, directing, and writing my own scripts shaped the way I approach photography now.

To me, fashion photography is never just about clothes, models, and locations. It always starts with a narrative: What’s the story? What’s the aim of the shoot? What are the images going to say? How do I work with the model to tell that story? How do we incorporate the clothes so they stand out and captivate the public’s attention?

I believe that an image truly comes alive when it’s filled with motion, quirks, those beautiful "magical errors," and genuine emotion. But creating that kind of image demands more from the photographer — not just technical skill, but the ability to shape an atmosphere on set, to nurture collaboration between the entire team, and to guide the model in a way that brings the vision to life.

Directing actors and understanding their processes taught me the importance of making the person in front of the camera feel the story we’re creating. This awareness translates seamlessly into working with professional models — those who embody the mood of the shoot and use the wardrobe to elevate the production.

When you work with artists confident in their own skin, you create something truly engaging. But it’s always a collaborative process. It’s about great communication — highlighting what’s working, gently fixing what’s not, and creating a space where the model feels safe to experiment and discover new things.

My background in filmmaking taught me the power of visual storytelling — the way lighting, composition, and emotion transform an image from a pretty picture into something unforgettable. Why should fashion photography be any different?

When preparing for a shoot, I always start with the story I want to tell. Cinema remains a constant influence — particularly the bygone eras where films didn’t feel like an impending heart attack of 100 cuts per minute (sorry, but editing really does seem to get faster every year!) but instead took the time for deeper studies of story and character. I’m drawn to those films and photographs that carry a sense of mystery, the ones that let you sit still with the person in the frame and truly feel something.

As I prepare a photoshoot, I ask myself:

• What’s the character’s story? This shapes the overall theme of the shoot.

• What’s the tone of the story we’re telling? This defines the lighting and colour palette.

• How does the wardrobe reflect their journey? Understanding the styling inspires composition and lighting choices.

• What personal inspirations or themes do I want to explore? Drawing from my own creative interests brings authenticity to the work.

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The result? Images that feel alive. Fashion that feels personal. Campaigns that connect with people on a deeper level.

In an era of endless content, storytelling is what makes your brand stand out. Let’s create images that don’t just showcase fashion — they make people feel something.