How I photograph a fashion show (and why it's more than "just taking pictures")
You've spent months working on your collection. The fabrics, the fit, the details that only you can see. And then the moment arrives: the models walk the runway, the audience watches, and it's all over within minutes.
What's left? The photos.
As a fashion show photographer, I know how high the stakes are. You have one chance to show your work, and I have that same one chance to capture it properly. No retakes, no "we'll do it again tomorrow". That's what makes photographing a fashion show one of the most intense, but also most rewarding assignments out there.
In this blog, I'll take you through what I do before, during, and after a runway show and why it makes a difference for your brand.
Preparation is everything (seriously, everything)
A good fashion show photographer doesn't just show up somewhere with a camera. I always start with a conversation: what's the story behind your collection? Which pieces are key? Is there a specific mood or aesthetic you want to convey?
Because yes, I photograph clothing — but what I'm really photographing is a story. And to tell that story, I need to understand it first.
After that, I look at the venue. What's the lighting like? Where do the models walk? Where can I position myself for the best shots without getting in the way? How long is the runway? All of these things shape how I approach the day itself.
What I actually photograph during a fashion show
People often think that photographing a fashion show simply means: model walks, you shoot. But there's so much more to see.
The looks in motion. How does a skirt fall when a model walks? How does a jacket move? Clothing comes alive on the runway, and that's what I want to capture. Not stiff posed shots, but the energy of the moment.
The details. A collar, a seam, a print up close. These details are what make your collection unique, and I want to make them visible. Not just for the audience, but for buyers, press, and potential customers who will scroll through the images later.
The atmosphere. The audience leaning forward in their seats. The makeup artist doing a final touch backstage. The designer's face as the first model steps onto the runway. These moments tell the story around your collection, and they're invaluable for your content strategy.
The emotion. Fashion isn't purely functional, it's expression. I'm always looking for the moment when a look truly says something, and that's when I shoot.
Why this matters for your brand
The images from your fashion show aren't just a memory. They're content. For Instagram, for your website, for press releases, for lookbooks, for buyers who couldn't be there in person.
When you work with a photographer who understands the runway (both technically and creatively) you walk away with a set of images that actually say something. Not generic shots, but photos that reflect who you are as a brand.
And that's exactly what I stand for. I love working with brands that have their own story to tell. Brands that don't blindly follow trends, but know what they stand for. Brands that take the time to create something that truly matters, from the first sketch to the final look on the runway.
Sustainability and authenticity aren't buzzwords to me. They're the things I look for when I look through the lens.
After the show
When the last look has left the runway, another part of my work begins. But let me be honest: this is also where things can go wrong, when designers have worked with a photographer who knew the runway, but didn't take the post-production quite as seriously.
Here's how I work: I make a careful selection of the best images. Quality over quantity, always. Then I move on to the editing. Consistent in color, mood, and style, tailored to the aesthetic of your brand. No random filters, but deliberate choices that enhance the images without overpowering them.
What you end up with is a complete set of images ready to use straight away. For Instagram and other social media, your website, a lookbook, a press release, or simply to send to potential buyers who couldn't make it that evening. The images are ready to go, without you having to wait weeks or spend hours on them yourself.
And that's what I'm proud of. Not just the moment of the shot, but the final result you walk away with. A set of images put together with just as much care as the collection you created.
Because your work deserves more than a phone video shot from the front row. It deserves images that tell the story you've been building for months, from first sketch to final step on the runway.
