By Emmet · Published 9 May 2025 · Last updated 1 July 2026
Shooting a designer collection: fashion shoot photographer in London
A good fashion shoot photographer in London does two jobs at once: document the clothes accurately and capture the world the designer imagined around them. On 9 May 2025 I shot the Novas Collection in Kingston, a body of work by designer Nova built around trans identity. The vision was a rave, a party in full swing, so that’s how we shot it. Eight people on set, one photographer, me. I’ll walk through how a shoot like that comes together and what designers should know before booking one.
How do you photograph clothes that carry a message?
You let the people wearing them lead. Nova’s pieces were about trans identity, about joy and visibility, and stiff catalogue poses would have killed that stone dead. We built the set like a party and shot it like one, movement, laughter, flash, bodies actually dancing.
The clothes still had to read clearly. My rule on the day: for every wild party shot, one clean photo where the garment’s cut and detail is unmistakable. Designers need both.
What does a one-photographer fashion shoot look like?
Busy. Eight people on set in Kingston and I was the only one behind a camera, which meant lighting, direction, and shot list all ran through me. That sounds like chaos, but on smaller productions it works in your favour, because one consistent eye runs across every look.
The trick is preparation. Nova and I agreed the looks and the running order before anyone arrived, mood references included, so on the day I could concentrate on energy rather than admin.
Why shoot a rave concept instead of a studio lookbook?
Because the concept was the collection. A rave aesthetic gave the images a home: club light, sweat, closeness. Trans nightlife is a real space with real history in London, and shooting the collection inside that visual language said more than a white backdrop ever could.
I shoot a lot of actual raves too, from Vauxhall arches to Peckham basements, so the lighting tricks came from real dancefloors rather than a mood board. That crossover is exactly why event photography and fashion work feed each other at LemonLens.
What should a designer prepare before a shoot?
Three things: finished garments, a casting that fits the story, and honest references. Send the photographer images you love and say why. Nova’s references were parties, not fashion campaigns, and that one decision shaped everything from location to flash choice.
Budget-wise, a focused one-day shoot with a single photographer keeps costs sane for independent designers. If you want portraits of yourself for press alongside the collection, our portrait sessions bolt on neatly.
FAQ
How much does a fashion shoot photographer cost in London?
Independent designer shoots usually run as day or half-day rates plus retouching. LemonLens quotes per project, and a single-photographer setup like the Novas Collection shoot keeps production costs far below agency rates. Tell me your collection size and I’ll price it properly.
Can you shoot outside a studio?
Yes, and often it’s better. The Novas shoot ran in Kingston in a space we styled like a rave. Location shoots need a bit more lighting kit and planning, which I bring and handle.
How many looks can we cover in a day?
Between six and twelve, depending on how elaborate the styling changes are. Party-style shoots move faster because the energy stays up. Clean lookbook coverage of each garment takes a little longer per look.
Do you work with LGBTQ+ designers and models?
All the time. A lot of my London work sits in queer nightlife and creative communities, and shoots exploring identity, like Nova’s collection on trans identity, are some of my favourite work to make.
Book a collection shoot
If you’re a designer with a collection ready to photograph, send me your references and look count. I’ll come back with a plan and a quote within a couple of days. Contact LemonLens.
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About the author. Emmet is a London photographer and the founder of LemonLens. He shoots portraits, events, fashion, and weddings from LemonShark Studio in Fulham (769b Fulham Road, SW6 5HA), with a portfolio that runs from designer collections to warehouse raves. See more at lemonlens.com and his portfolio, or follow @lemonlenz_ on Instagram.