Behind the Lens: E-Commerce Photography for Lavender Lobster’s Latest Collection in East London

Earlier in 2025, I had the incredible opportunity to photograph Lavender Lobster’s newest campaign, and it quickly became one of my favourite (and coziest) fashion photography projects to date. Working alongside founder Laura to bring her latest collection to life proved to be the perfect way to spend an afternoon in East London, capturing the energy and creativity that defines both the brand and the neighbourhood itself. Laura’s newest collection is perfect for the winter slopes. The cardigan was cozy, the dress was a beautiful après-ski fit, and the vibes were IMMACULATE.

Collaborating with Creative Vision

Fashion photography thrives on collaboration, and this shoot exemplified that principle perfectly. Laura’s clear creative vision for the collection made the entire process seamless, allowing us to focus on capturing imagery that would resonate with Lavender Lobster’s audience while showcasing the garments’ unique design details. As a London fashion photographer, these partnerships with independent brands and designers represent some of the most fulfilling work, where creative freedom meets commercial purpose.

The afternoon brought together a fantastic team. I had the pleasure of meeting Roz, Laura’s friend and professional model Jacqui Akrofi, whose natural presences in front of the camera elevated every frame. They both embodied the collection’s aesthetic while bringing their own personality to each shot, demonstrating different body types, which is necessary for e-commerce fashion photography.

Fashion Photography for Ecommerce Success

Photographing for fashion ecommerce requires balancing artistic vision with commercial requirements. Product shots need to showcase garments clearly while maintaining the aspirational quality that drives purchasing decisions. Throughout the Lavender Lobster shoot, we captured both hero lifestyle images that convey the collection’s overall aesthetic and detailed product shots that allow online shoppers to appreciate fabric textures, fits, and finishing details.

Working with independent fashion brands in London offers unique creative opportunities. Unlike large-scale commercial shoots with extensive creative teams and rigid briefs, collaborations with emerging designers allow for more organic creative development. This flexibility results in imagery that feels authentic to the brand’s identity rather than formulaic, something particularly valuable in the competitive ecommerce fashion marketplace where differentiation matters.

The Dream Shoot Experience

What made this Lavender Lobster campaign particularly special was the collaborative energy throughout the afternoon. When everyone involved, from designer to model to photographer, shares enthusiasm for the project, that positive energy translates directly into the final images. Fashion photography at its best captures not just clothing but the feeling and lifestyle a brand represents, and this shoot achieved exactly that.

Professional fashion photography in London requires technical expertise, creative vision, and the ability to work collaboratively with designers, models, and creative teams. The Lavender Lobster campaign reinforced why I love working with independent fashion brands in East London, where creativity and entrepreneurship intersect to produce collections that deserve equally compelling visual representation.

As London’s fashion scene continues to evolve, East London remains at its creative forefront. For photographers specializing in fashion and ecommerce content, the area offers not just diverse locations but a connection to a community of designers, brands, and creatives pushing boundaries and redefining what contemporary British fashion looks like.

This shoot with Lavender Lobster reminded me why fashion photography continues to be such a rewarding discipline. It combines technical skill with artistic expression, commercial purpose with creative freedom, and transforms an afternoon in East London into imagery that helps independent brands thrive in the competitive world of online fashion retail.

Specializing in fashion photography and ecommerce content for independent brands in London. Based in East London with expertise in lifestyle fashion photography, product photography, and campaign development for emerging designers and established fashion labels.

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