When you’re stepping into the competitive world of fashion photography, especially in a major city like London, your portfolio is more than just a collection of images—it’s your calling card. I moved from Vancouver to London to chase that dream, and along the way I learned that the right body of work, combined with collaboration and clarity of vision, makes all the difference. Below, I’ll share the approach I wish I’d known sooner.
1. Understand Your Market
The first step is to know the playing field. In places like London, where fashion encircles the city—its designers, street styles, commercial brands—you’ll quickly find that capturing interest comes down to two things: making great work and getting noticed. It’s less about waiting for someone to hire you than creating something that invites attention.
Great photographers don’t just wait for assignments—they set the stage. For you, the angle is this: define exactly what kind of fashion photography you want to create (editorial? commercial? street‑fashion?) and then build a portfolio that signals that intent. If you’re still shooting weddings, portraits and fashion side by side, the message gets muddled. Focus your public work on the style you want to be known for—and others will begin to approach you for that style.
2. Choose Your Style: Studio vs Street (Or Both)
Fashion photography demands versatility. Do you prefer the controlled environment of the studio (lights, modifiers, backdrop) or the unpredictable energy of urban outdoor shoots? I suggest trying both. Outdoor work shows your adaptability—new textures, different props, changing conditions—and that’s appealing to clients. Studio work lets you refine your craft with intention.
If you’re outdoors, let the location inform the wardrobe and lighting. That spontaneity draws attention. If you’re indoors, dial in your lighting, learn to manipulate it, and still bring precision. Ultimately the strongest portfolios include both controlled and spontaneous images.
3. Build the Right Team
Fashion work is rarely a solo gig. You’ll need models, stylists, hair and makeup artists, assistants—even producers eventually. Start by collaborating with someone you know—even if they aren’t a professional model—because comfort = better images. From there, connect with modelling agencies: emerging models want test shoots too, and that synergy elevates both portfolios.
As you progress, bring on more roles one at a time. A stylist and a makeup artist will free you to focus on framing and lighting. A producer helps with contracts, image licensing and rates once commercial shoots start. Your team becomes your network, and that network is a crucial ingredient in fashion photography success.
4. Conceptualise Every Shoot with Clarity
Before any shoot, you need a concept—and a mood board that communicates it visually. A set of inspiration images, locations, wardrobe ideas and reference looks goes a long way. Clear, concise communication matters: agencies don’t want long essays, they want to grasp your idea in seconds.
Your mood board is your script—it outlines: team members, locations, wardrobe/props, editing style and timeline. It shows that you’re prepared. When your collaborators know what to expect, they’re more likely to say “yes”. Setting this up upfront means you can shoot efficiently and create work that aligns with your portfolio goals.
5. Develop Your Style: Composition, Colour, Identity
Your style emerges over time. It’s the patterns that sneak into your work—angles you favour, how you frame subjects, colour choices that recur. While you shouldn’t force a style, you should be aware of what’s developing.
Compositionally: consider leading lines, framing around your subject, and variety (wide shots, close‑ups, multi‑model groupings). Colour theory matters too: use the colour wheel. Harmonise wardrobe, background and lighting. Opposites or evenly spaced colours can make your images pop; similar tones can build a softer mood. As you shoot more, you’ll start recognizing what makes your own “look”.
6. Experiment with Lighting and Props
Lighting is where you can separate yourself from the crowd. Whether natural light outdoors or strobes in studio, learn how to manipulate it. Try gobos (shapes cut between the light and subject), reflections with mirrors, coloured gels, simple props. A wooden stool, a plant, an unexpected mirror—small items can create big creative differences.
Don’t shy away from “mistakes”. Sharp focus, perfect lighting—they’re expected. But what stands out is the image where something slightly off, imperfect or experimental becomes the focal point. The point is to make interesting, memorable work.
7. Balance Paid Work and Creative Work
Early in your career you’ll face the trade‑off: projects that pay vs. projects that build your identity. The rule I live by is “one for the wallet, one for the heart”. Every paid job is great, but your portfolio needs work that you’re passionate about—work you’d shoot whether you were paid or not.
Creative shoots are your playground. They let you make mistakes, try new techniques, push boundaries. Paid work comes in when you’ve already shown that you can deliver. Use unpaid shoots to build that proof.
8. Scout Locations, Select Props Strategically
Whether indoors or outdoors, location and props matter. For outdoor shoots, the city offers countless backdrops: textured walls, warehouses, industrial spaces, urban streets. Make a habit of pinning interesting locations on your map—when you’re not shooting, you’re scouting.
Props should be intentional. A stool might seem basic, but it gives you control over posture and level. Natural items like dried flowers or simple plants can add character without complicating the budget. The trick is to elevate your subject subtly.
9. Showcase Diversity in Your Work
Diversity isn’t just ethical—it’s strategic. Models of different ethnicities, body types, genders make your portfolio more relevant and more appealing to clients who want inclusive campaigns. Fashion brands today expect versatility. Show that you see and shoot everyone.
10. Embrace Imperfection
Not every image needs to be perfect—and in many cases, those imperfect shots are the most memorable. Blurs, motion trails, light leaks, spontaneous expressions, odd angles—these can give your portfolio personality and authenticity. In a sea of perfect images, the ones with soul stand out.
11. Share Your Work, Learn from the Process
Your portfolio is never “done”. It evolves—and you should begin sharing early. Build a sequence in your website or Instagram that tells a story: mix indoor/outdoor, model types, angles, colour palettes. Update often. Clients and collaborators will notice. Your website matters: it shows longevity, consistency, and SEO visibility. Treat it like a journal of your progress.
Conclusion
Putting together a fashion photography portfolio is demanding but immensely rewarding. It takes consistent effort, collaboration, creativity, and clarity. As you shoot work you love, work with people you trust, and share your vision, you’ll create not just photographs—but a body of work that reflects who you are and who your clients perceive you to be.
Remember: shoot what you love until someone pays you for it; build relationships to go far; keep one project for the wallet and one for the heart. If you show up on time, treat people well, and do what you say you will, you’re already ahead of most. The rest happens one shoot at a time.
