Focussed on Photography

First Foray into the World of Fashion Photography

On the 17th July 2013 Focussed on Photography had its first opportunity to break into the world of fashion when I was asked to photograph a collection of vintage dresses in a London studio for a young entrepreneur called Lucy who co-owns and runs a company called ‘LAvint’. The company runs an online sales business for beautiful contemporary vintage outfits. The items are individually hand picked by Lucy, with lots of help from her friend Sam. All the pieces are one-offs. Lucy had previously used another photographer but the arrangement hadn’t worked out – hence my involvement. The studio was above a theatre props design company on the first floor of an Elephant and Castle warehouse and we’d chosen the hottest day of the year for the shoot! Lucy had arranged the model (Jen) and a professional make-up artist (Chloe) as well as a dresser and steamer (Sam) to ensure the clothes looked their best when displayed on her website. Four hours later and many outfits later we had the shoot in the bag. Despite the intense heat what I enjoyed most on the day was the passion and enthusiasm that everyone involved had shown. The outfits were really special pieces and looked beautiful on the gorgeous Jen. I wish Lucy and her support team much success with their venture. With many more dresses to photograph I’m heading back to London for part 2 very soon. I really can’t wait for that day and for, hopefully, a continued involvement with LAvint!!

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