Another one with Refinery for Manchester Arndale, this time shooting the SS26 campaign. This is exactly the kind of campaign fashion photography I love getting stuck into. Full days on white seamless. A mix of male and female models. Outfits pulled straight from the shops inside the centre, Levi’s, River Island, AllSaints, Champion, Clarks, all sorts.
Shooting fashion for multiple formats
The brief was straightforward on paper. On the day, there was a lot to get through. Multiple looks, multiple models, and everything had to work across a stack of formats once it left the studio. Digital screens inside Arndale House. Clear Channel outdoor. Snapchat verticals. Meta squares. Every shot had to hold up cropped tight and cropped wide, and that changes how you frame things.
We shot everything against plain white first. Simple and clean. That gave Refinery’s retouch team full flexibility to drop the models into the finished creative later. That’s the bit people don’t always see, the studio shot is only half the story.
From studio shot to finished fashion campaign
Once Refinery get hold of the images, they build the full “MCR Made” campaign artwork around them. Manchester locations, shop fronts, the tram, all the bits that make it feel properly local rather than generic fashion photography that could be anywhere.
I’ve popped a few studio shots below next to the finished campaign versions, so you can see the transformation. Campaign fashion photography isn’t just about the image you capture on the day, it’s the start of a longer process, and the studio shot needs to survive whatever comes next.
Always a good one to work on with Refinery, and nice to be back in Manchester Arndale after previous seasons. Good to see this one out across the city and on the side of trams and buses over the next few weeks.
For more on my Fashion Photography take a look here …
