The keys to becoming a successful fashion week photographer are simple. I have outlined them below. If you follow them to a T and religiously, you are guaranteed to leave Skylight Moynihan Station at the end of the week with at least seven different press lanyards with eight different circle color stickers on them and a boat load of Lacie drives filled with RAW files of models, celebrities, make-up and beauty – and if you’re, lucky some cool swag.
First things first, buy yourself an all black outfit. This shouldn’t be too hard because it’s the universal uniform of New York City. The outfit must include comfortable black sneakers. My go-to’s are Puma Fierce Sneakers. Often the runways are covered in paper before the show to avoid footprints and smudges. The PR company will yell at you if you even think of stepping in the vicinity of the runway without blue protective shoe covers on. My Puma’s are slip-ons, so super easy to take off.
“A professor in college once told me: ‘Don’t ask permission. Shoot, then apologize later.’ That’s never been my motto, though.”
Next, memorize all the best coffee shop locations in the area with free wifi. You won’t have time to open Google Maps and find out. Starbucks will be swamped and you will have an easier time getting a reservation at Rolf’s Bar and Restaurant on Christmas Eve than a seat there.
Make sure you are stocked up on all the essentials: granola bars, business cards, and Fujifilm. Moo.com has tons of designs to pick from and make it easy to order. I always pick up extra film before fashion week. Backstage I find it fun to take Polaroid’s of models. I don’t use them on my website or submit them to my clients, but enjoy taking snapshots at the shows with my Instax. Models love them too.
Make friends! Seems like a silly one to mention, but it’s important. Introduce yourself to the photographers standing next to you. Although sometimes you might see two photographers fighting for a spot in the pit, for the most part fashion week photographers look out for each other.
Use the latest technology to your advantage. It may be hard to get a drone backstage for fashion week, but I always try to challenge myself by getting a shot no one else will get. Nikon’s 360 camera gives a new perspective to the madness backstage, especially being 5’tall.
Know your editor’s cell phone number. On occasion, I have been blocked from access that I know my editor requested. A quick text to my editor to confirm or meet me to escort me backstage can make a huge difference in what I can cover.
Be polite. A professor in college once told me: “Don’t ask permission. Shoot then apologize later.” That’s never been my motto, though. Since I cover fashion week every season, I see all the same staff, press and PR companies every September and February (and that’s just Women’s collections). Those people will remember you the following season if you were a pain to deal with and constantly pushed boundaries of access. Companies like KCD run multiple shows a day during fashion week. If I ask permission to get into an area, I may be denied. But at the next show, it may be the same PR company and they will remember that photographer that asked politely. They may be more inclined to grant me access at another show.
Invest in long-wear makeup. This one only applies to female photographers, sorry guys. I don’t have time running around all fashion week to re-apply my makeup. Laugh all you want, but Kylie Jenner’s Lip Kits have saved my fashion week. The matte lip kits outlast all Venti Starbucks non-fat cappuccinos and sweaty packed areas crammed with photographers.
Do your homework. Every week before fashion week, I pick up the latest issue of Vogue. It’s important to stay updated with current pop culture, celebrities, top designers and bloggers. Many photographers backstage ask me who someone is, whether it be a celebrity taking a picture with the designer or a blogger sitting front row.
In line with that, read up on all the designers of the shows you are shooting. I will never forget my first fashion week when I was photographing Vera Wang’s show. Vera came backstage and was talking with the head makeup artist in front of the board of all the looks. I immediately starting shooting, knowing the moment may be over in a matter of seconds. Another photographer leaned in and asked me who the woman was I was photographing. I was horrified. How could you not know the designer of the show you are shooting? I photograph fashion week because I truly love fashion. I am inspired and fascinated by all the collections and the process of sketches to runway couture. Sadly, that’s not the case for everyone backstage. Although it is my passion, it’s important to know all the details of the show before you get there. Like who the designer’s muse might be, what their last collection looked like, anyone they may be collaborating with, what models are running in their campaigns, and what the designer looks like.
Keep your social media accounts up to date. I recently got the Sony RX10 II, which has wifi capability, so I can shoot and upload straight to Instagram. Sometimes I get offers through social media to cover shows when editors realize I am already nearby or at the show. I’ve also had people contact me to purchase images they saw on my social accounts during fashion week.
At the end of the night, order Seamless to your apartment or home. Who has time to cook when you have to edit four shows that day on deadline?
Lastly, treat yourself. You deserve it after all the hard editing, running around and photographing. At the end of fashion month, book yourself a stay at the Topnotch Resort in Vermont for skiing and relaxing at the spa (at least that’s what I plan to do). Your back will need it after carrying heavy equipment all week trekking through the treacherous snow. If you are looking for something a bit closer, a massage in Tribeca at will do.
