Shooting the Vogue Café x Nike at London Fashion Week.
This one's going to stay with me for a while. Over the weekend of 19 and 20 September I was in London shooting the Vogue Café x Nike for London Fashion Week. Two full days of coffee, crowds and some of the best dressed people I've ever pointed a camera at.
The café took over Corner Shop on Arundel Street, just round the corner from 180 Strand. If you've been to fashion week you'll know how mad it gets. The idea here was a proper pit stop. Somewhere to grab a coffee and something to eat, catch your breath, and then head back out into it.
Two photographers, two approaches
I shot the weekend alongside Sam Lort (www.samlort.com), and we split things in a way that really worked. Sam focused on the posed flash portraits. I went the other way and spent my time chasing the natural moments. People laughing over coffee, someone mid-bite, the queue snaking out the door.
I have to be honest, this is my favourite way to shoot events. Nobody's posing, nobody's thinking about the camera. You just get the real feel of the day. Between the two of us, Vogue and Nike got both sides of the story.
The food and coffee
A big part of the café was the food, and it looked brilliant. Coffee, pastries and plenty of little bites to keep everyone going between shows.
I couldn't resist grabbing a few details. A cup being handed over the counter. A tray of pastries before the rush hit. Those little shots end up being so useful for brands afterwards, especially for social.
Crowds, colour and fashion week energy
The atmosphere was something else. Both days were busy from the moment the doors opened, and the crowd was everything you'd expect from London Fashion Week. Great outfits, plenty of Nike, and a really friendly buzz.
Shooting candidly in a packed space is all about moving quietly and keeping an eye on the whole room. I spent a lot of the weekend tucked in corners waiting for moments to happen, then stepping in when they did.
Sunday morning with Nike Run Club
Sunday kicked off early with a Nike Run Club session before the café opened. There's something great about seeing a group of runners heading out through central London first thing, while the city's still waking up. It was a nice change of pace from the busy café shots, with loads of movement and energy to capture.
Why I love brand activations
Events like this are exactly the kind of work I want to be doing more of. Brand activations, pop-ups and launches have a real energy to them, and they need photos that do two jobs. They have to capture the atmosphere, and they have to give the brand a library of content they can actually use.
A massive thank you to the Vogue and Nike teams for having me, and to Sam for being a great partner in crime for the weekend.
Planning an event or brand activation?
If you've got a launch, pop-up or event coming up in London, Berkshire or Oxfordshire, I'd love to hear about it. Have a look at my event photography in London and food photography work, or get in touch and let's chat.
