Shooting All Glory SS26 - creative direction and lingerie campaign photography in London

Most shoots start with a client brief. This one started with a blank page.

All Glory is my own brand, developed with my creative partner Raluca. Shooting it means making every decision that a client would normally make, and then executing against those decisions as a lingerie photographer in London. The brief, the casting, the schedule, the content mix, the additional crew. All of it.

That is a useful exercise, and not just because the results go into my own portfolio. It is a direct demonstration of what the full production process looks like when it is handled with intention.

The content brief was clear from the start. We needed clean, warm ecommerce. We also wanted softer, more intimate editorial material alongside it. And we needed footage for the edit, which meant bringing in an additional videographer on the day and giving him a direction brief that sat alongside our own shot list. Three distinct content types, one shooting day.

Casting took longer than anything else. We reviewed around thirty models before making a final decision, and the final decision was not made by looking at each model individually. We looked at the two we had shortlisted side by side and asked a different question: who is the most complementary duo? We needed the pieces to read consistently across both models, which means the casting decision was driven by garment logic as much as by aesthetics. That is the garment-first perspective that shapes how I work. It comes into pre-production, not just on set.

Pre-production planning, a clear shot list, a schedule with buffer built in, crew who have been briefed properly. On the All Glory shoot, Raluca was managing the schedule across the day, which meant the pacing held and we got through everything we needed without losing time to decisions that should have been made in advance.

The outcome was a significant volume of content from a single day: ecommerce, editorial, and video footage across two models. Brands increasingly need variety and volume, not a single hero shot. Building that into the brief from the beginning, rather than hoping it happens on the day, is what makes a shoot like this viable.

Owning a brand in the space you shoot in is not a common position. It means the understanding of what makes lingerie photography work, from garment construction through to creative direction, is tested against a real product and a real brief rather than just on a client's job. That makes it a more honest case study, and a more useful one.