![Personal branding photoshoot in London for Maria Teresa Chietera](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1730987515000-E4NPQCNB2YN862UZNPMK/DSCF6678.jpg)
Personal branding photoshoot in London for Maria Teresa Chietera
Recently, I had the privilege of working with Maria, a mindfulness coach and yoga teacher, for a photoshoot in a London studio.
![If you want your customers to trust you, you’ve got to show them authenticity.](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1728469879918-OSSMRU4KS5SQ6HBP2Z1V/03.jpg)
If you want your customers to trust you, you’ve got to show them authenticity.
As a photographer working in the fitness and fashion industries, I’ve seen firsthand the need for a shift toward more authentic, relatable visual storytelling in activewear campaigns. When brands move beyond the typical staged imagery and embrace genuine, real-life moments, they not only stand out but also build a deeper connection with their audience.
Here’s why authentic photography can—and should—transform the future of activewear campaigns.
![Branding photoshoot in London for Sabine Dahlen](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1680034673894-CKSVVVNJWEAP3TUV9ZQH/DSCF4474.jpg)
Branding photoshoot in London for Sabine Dahlen
Sabine reached out to me at the beginning of her journey to be an aromatherapist. She is a multi passionate holistic healer, having trained as a nurse, a massage therapist and currently juggling her two careers - with another one on the way.
![Branding photoshoot for Sian Roberts in London](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1730992368706-7YIGZOY1X1TCEL2LXTG0/DSCF5715.jpg)
Branding photoshoot for Sian Roberts in London
This summer, I had the pleasure of working with Sian, the founder of DWTYLife, on a photoshoot that beautifully captured her essence as a space holder. Sian's mission is to help people discover their happiest selves, using tools like yoga and gratitude practices to guide others on transformative journeys.
![Retreat photography in Ibiza](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1730994524833-JJHQ6J6Y08MQS2LLMLVG/DSCF5997.jpg)
Retreat photography in Ibiza
Charlotte Reynolds is a business badass whom I have known for many years. When she launched her first ever mastermind business retreat in Ibiza, she asked me to photograph it and what an experience !
![Personal branding shoot for Alice Kelpie in Cambridge](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1730980901194-8N4LIJAWV6FPHSGDL14M/DSCF2367.jpg)
Personal branding shoot for Alice Kelpie in Cambridge
Working with Alice, a body-based holistic facilitator, was an inspiring journey. She blends spiritual, esoteric, and scientific practices to help clients deeply understand and connect with themselves. Our collaboration went beyond aesthetics—we created a brand as genuine, transformative, and grounded as Alice's work with her clients.
![Why body inclusivity and sustainable fashion go hand in hand](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1730988730396-4LIZJ385GCXY0D33HNLE/DSCF0587.jpg)
Why body inclusivity and sustainable fashion go hand in hand
Sustainable fashion isn’t just about the clothes—it’s about building a community of people who share a commitment to environmental and ethical values. By being inclusive of all body types, sustainable fashion can cultivate a more supportive and connected community. When everyone feels welcome, more people are likely to adopt sustainable practices, whether that’s buying consciously or styling sustainably.
![Capturing Confidence in Every Body with Sustainable Fashion](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1730991382436-DJRIQFTNHVYFK4KWBK5K/DSCF5581.jpg)
Capturing Confidence in Every Body with Sustainable Fashion
In sustainable fashion photography, one of the most powerful tools we have is the ability to shape how people see themselves and others. For me, as a sustainable fashion photographer and body inclusivity advocate, this means capturing images that not only showcase beautiful, eco-friendly clothing but also empower every individual to feel seen, valued, and confident in their own skin.
![Brand shoot for travel yoga mats And Flow](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1730988733369-68Z0H994RYVO19VHFHS2/DSCF0322.jpg)
Brand shoot for travel yoga mats And Flow
I recently had the pleasure of working with And Flow, a yoga mat brand that stands out for its vibrant, artist-designed mats. The brand is all about celebrating creativity and the joy that comes from movement, which made this shoot both exciting and rewarding.
![How my camera helps me make the best of everything](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1675338152953-WUK87EOEGXZF4B4QH8HP/Screenshot+2023-01-31+at+20.04.52.png)
How my camera helps me make the best of everything
When my partner and I planned to come to Candelim it felt like a strategic choice - we were in the most Southern part of North Goa which meant the journey to South Goa wouldn’t be too long, and we’d still have access to cool places like Arambol.
![Clothing brands : Are you championing queer people only during Pride month ?](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1728479571612-6Y5BORC3G1I93QL5SZSA/DSCF6812.jpg)
Clothing brands : Are you championing queer people only during Pride month ?
In recent years, there has been a notable shift in the conversation around diversity and inclusion within the fashion industry. While mainstream brands have begun to feature more diverse models in their campaigns, an unsettling pattern persists: the overwhelming representation of “straight-presenting” individuals, particularly in LGBTQ+ contexts. This raises critical questions about the authenticity of brand messaging and the true inclusivity of the fashion world.
![Branding photoshoot for Jessica Stewart in London](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1680262504317-V3OTYSJMBRZR22Y1ZXRM/DSCF4858.jpg)
Branding photoshoot for Jessica Stewart in London
As a yoga teacher, Jessica brings a profound sense of mindfulness and dedication to her practice. Through our lens, we aimed to capture the fluidity of her movements, the strength in her poses, and the peacefulness that radiates from within. Each image tells a story of balance, resilience, and the beauty found in the present moment.
![The #1 thing that makes me yawn when I come accross a new activewear brand](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1728470402207-GOC9PFM3JB4LD5XYAHFZ/DSCF3751.jpg)
The #1 thing that makes me yawn when I come accross a new activewear brand
As a photographer working in the activewear space, I believe it's time to shift the focus. Strength, health, and fitness come in all shapes, sizes, and forms, and the campaigns we create should reflect that diversity. Here’s why embracing all body types in activewear marketing is not only the right thing to do but also a powerful way to connect with consumers on a deeper, more meaningful level.
![Who else wasted time feeling guilty running a business for MONEY as a conscious brand ?](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1728470809595-U1IY4BLCAQ3CCY7KJEA2/DSCF7116.jpg)
Who else wasted time feeling guilty running a business for MONEY as a conscious brand ?
Do you ever feel a bit uncomfortable at the idea of being a business owner when your calling is so far removed from all that jargon ? Maybe have a sustainable clothing brand or are a yoga teacher …
Me too !
![Sustainable brands : are you making this mistake ?](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1728470171077-8WNXTM00HM9B8O5XZ9OH/DSCF4093.jpg)
Sustainable brands : are you making this mistake ?
While sustainability is about preserving the planet, it’s also about people—all people. So, why do so many sustainable fashion campaigns still cater to a narrow view of what’s "marketable" or "beautiful"? It's time we rethink this approach, as representation and diversity should be fundamental to the brand’s mission, just like environmentally friendly materials and ethical labor practices. The images we create as photographers have the power to shift perceptions, and it’s crucial we make them as inclusive as the brand values themselves.
![To make your activewear brand stand out from the crowd, do the opposite of what most people do …](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1728468415633-IU3IZRX2SP5NAROAA1JY/Screen+Shot+2024-10-09+at+11.01.25.png)
To make your activewear brand stand out from the crowd, do the opposite of what most people do …
Activewear is for everyone, and activewear campaigns need to reflect that. To do so, they must embrace diversity in body types, showcasing a range of sizes, shapes, and abilities. By doing so, brands can foster deeper connections with their audience, promote body positivity, and send a powerful message: fitness isn’t about fitting into a mold; it’s about movement, health, and empowerment for all.
![Hampi tips](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1675338756819-PHF7U67M0ESAJH5H5CRT/Screenshot+2023-01-31+at+21.34.40.png)
Hampi tips
After a long overnight bus coach that was certainly interesting, I made it to Hampi. Hampi is an ancient village in Karnataka surrounded by temple ruins ranging from the 14th to the 16th century. The whole complex is an outdoor museum and very rich in history. Most of the monuments are Hindu, some are Jain and a couple are Muslim.
Kim&Matt
Kim and Matt's wedding
![Matt&Tom](https://images.squarespace-cdn.com/content/v1/63c6ae2cc6290f4295102fd3/1727262570519-BC2SVCNT8USZEU8FKDQH/DSCF2655.jpg)
Matt&Tom
Matt & Tom's wedding in Brighton
Gladys&Julien
Gladys & Julien's wedding