Top 5 Fashion Photographers in the UK

A portrait for a magazine cover and a set of product pages for a swimwear label are both fashion photography, but they need different photographers. The cover needs a photographer who can direct a famous face. The product pages need consistent light across hundreds of images.

We looked at fashion photographers across the UK and picked five whose clients and published work we could check against a source. Four work from London, and Hannah Lunn runs her own studio in Leeds.

How we created our list

Our goal is to connect you with photographers who have a proven track record of excellence and reliability. We vetted the best photographers based on a set of criteria:

• Portfolio depth: We look at the full body of work behind each photographer, not just a handful of standout images, to get a true sense of consistency and skill.
• Client reviews across multiple platforms: We analyze feedback from clients on Google, popular booking platforms, and social media to ensure consistent satisfaction.
• Industry recognition and awards: We look for photographers with accolades from respected organizations and industry bodies relevant to their specialty, whether that’s weddings, commercial work, or beyond.
• Professional credentials and associations: Active membership in industry groups, relevant certifications, and verified business operations, including appropriate insurance for working in the city, are often held by our photographers.

Best fashion photographers in the UK

1. Rachell Smith Studio

Photographer: Rachell Smith, working between London, New York and Los Angeles

Speciality: Studio portraits known for sculptural light, covering celebrity, beauty and fashion work for magazines and brands, plus film directing and publishing.

Notable work: Rachell’s portrait “Twiggy for Vogue Portugal” is in the collection of the National Portrait Gallery. She shot the official BAFTA portraits, including Tom Cruise, and her sitters include Cate Blanchett, Vanessa Kirby and Stephen Graham. Her work has appeared in Vogue and Vanity Fair, and her clients include HBO Max and Netflix. She graduated from the London College of Communication in 2008 and assisted Rankin for a few years. In 2024 she founded DEFINED Magazine.

Pricing: Quoted on enquiry.

Why we rate her: A portrait in a national collection is a rare credential for a working fashion photographer. Twiggy herself has said Rachell creates a friendly atmosphere in the studio, which matters when the subject is famous and the time is short.

Connect with her: Follow @rachellsmithstudio on Instagram.

2. Margot Jakobson Visuals

Photographer: Margot Jakobson, based in London and available for bookings worldwide

Speciality: Fashion and lifestyle photography and video for brands, agencies and influencers, plus jewellery, brand activations and events.

Notable work: Margot’s portfolio includes work for Oh Polly, SHEIN, New Look, Michael Kors and Boohoo, plus events and activations for NYX, Garnier and Kérastase. Her SHEIN images with Georgia Toffolo ran on the London Underground and London buses for a six-week campaign. She also shot the NYX x Las Vegas campaign in the desert and a Tailored Athlete menswear series in Mallorca, Ibiza and the Lake District. Originally from Estonia, she has been based in London for a decade.

Pricing: Quoted on enquiry.

Why we rate her: She often shoots photography and video on the same day, which saves a brand a second production. For launch events she can send images to guests in real time, ready for them to post.

Connect with her: Follow @margotjakobsonvisuals on Instagram.

3. Ruth Rose

Photographer: Ruth Rose, based in south-west London

Speciality: Fashion, advertising, celebrity and beauty photography, with a strong lingerie and swimwear portfolio.

Notable work: Ruth has shot advertising campaigns for Accessorize, Schwarzkopf, Revlon, Ray-Ban and Tresemmé, and has worked for Cosmopolitan. She has photographed Pixie Lott, Michelle Keegan for Revlon and Georgia Toffolo for SHEIN. She has appeared as a guest photographer on Britain’s Next Top Model, Made in Chelsea and The Only Way Is Essex. In 2018 she began PINK, a personal project shooting editorials at pink locations, so far in London, Miami and Ibiza.

Pricing: Quoted on enquiry.

Why we rate her: Her portfolio runs back to 2009, with campaigns for household beauty names alongside celebrity work. Her bright, location-led style suits swimwear and lingerie brands that want images with personality.

Connect with her: Follow @ruthrosephotos on Instagram.

4. Jana Kukebal

Photographer: Jana Kukebal, based in London and shooting in hired studios across the city

Speciality: Product and on-model photography for jewellery, fashion and beauty brands, from e-commerce images and lookbooks to campaigns.

Notable work: Jana is originally from Estonia and has worked professionally in photography since 2014. Her clients include Lancôme and Valentino Beauty, as well as Sanori Swim, Bridal Caprice, Maxwell Scott Bags and Aelita Jewellery. Her editorial work has been published in Modic, Picton, Pump and Bride Magazine. She also teaches studio lighting to other photographers through one-to-one sessions, tutorials and e-books.

Pricing: Quoted on enquiry.

Why we rate her: Someone who teaches studio lighting brings the same control to a product shoot, so a large set of website images stays consistent from the first look to the last. Standard commercial usage is included in her jewellery photography fee.

Connect with her: Follow @jana.kukebal on Instagram.

5. Hannah Lunn Photography

Photographer: Hannah Lunn, based in York with her own studio in Pudsey, Leeds, and working across Yorkshire, Manchester and the wider UK

Speciality: Fashion, beauty, jewellery and product photography for brand campaigns, with creative direction and production support.

Notable work: Hannah has a degree in Fine Art Photography and more than a decade of experience in photography and creative production. Her clients include Fenwick, Buckley London, Pippa of London, Playful Promises and England Women’s Rugby. Her editorials have made the covers of Looker, Darkly and Artells magazines, and her series Housebound Hues appeared on Vogue Italia’s PhotoVogue in 2023. She has been part of the York Fashion Week media team since 2023.

Pricing: Quoted on enquiry.

Why we rate her: She brings her own network of models, makeup artists and stylists, so a smaller label gets a proper production without assembling a team itself. Her Leeds studio makes her an easy booking for brands across the north.

Connect with her: Follow @hannahlunnphotography on Instagram.

Finding the right fashion photographer

A fashion photographer’s portfolio shows you their style. It does not tell you who will cast the models, or how long you can use the images.

1. Match the photographer to the type of shoot

E-commerce product pages and an editorial campaign are different jobs. Look at work that resembles yours.

2. Ask about the team

Fashion shoots usually need models and a hair and makeup artist, and often a stylist. Hannah Lunn works with her own network of creatives, and Jana Kukebal recommends models and stylists and can organise the shoot for an additional fee.

3. Check how images will be used

Web and advertising use are often priced differently. Confirm the usage rights and how long they last.

4. Look at the whole set

A full lookbook or campaign shows consistency in lighting and retouching better than a single hero shot.

5. Share a clear brief

A mood board and a shot list help a photographer quote accurately and plan the day.

Planning a fashion shoot

What it costs

Every photographer on this list quotes against your brief. The final figure depends on the number of looks, the size of the team, studio or location hire and how widely you plan to use the images, so share those details when you enquire.

The team and extras

Models, hair and makeup artists, stylists, studio hire and retouching are often separate lines. Ask for a quote that shows each one.

Studio or location

Jana Kukebal works mainly in hired London studios, and Hannah Lunn shoots in her own Leeds studio as well as on location. Margot Jakobson works in the studio and on location, and Ruth Rose is known for location editorials such as her PINK series. If you need a space, Peerspace lists photo studios in London and Manchester that you can book by the hour.

Delivery

Delivery times depend on the number of looks and the level of retouching. Jana Kukebal delivers beauty images within three to five days. Confirm the date in writing, especially for a launch.

FAQs: hiring a fashion photographer in the UK

How much does a fashion photographer cost?

It depends on scope. A simple lookbook with one model costs far less than a campaign with a full crew and advertising usage. The photographers here quote against your brief.

Do I need to book models and a makeup artist separately?

Often yes, although some photographers arrange them for you. Hannah Lunn works with her own network of models and makeup artists, so ask what your photographer’s quote includes.

What is the difference between e-commerce and editorial fashion photography?

E-commerce photography shows clothes clearly for online shops, usually in consistent studio lighting. Editorial photography tells a story or sets a mood, often for a magazine or campaign.

Can these photographers shoot outside London?

Yes. Margot Jakobson takes bookings worldwide, and Hannah Lunn serves Yorkshire, Manchester and the wider UK from her Leeds studio.

Can I use the images on social media and in print?

Usage terms vary. Agree in writing where and for how long you can use the images before the shoot.

Your next collection starts with the right photographer, and the right space

The UK’s fashion photographers range from a portraitist in the National Portrait Gallery to e-commerce specialists who shoot product pages for jewellery and swimwear brands. The right choice depends on where the images will live, whether that is a magazine cover or a product page.

Planning a shoot? Explore Peerspace’s photo studios in London, bookable by the hour so you pay only for the time the shoot takes.

If you have feedback on our list, our team would like to hear from you. Contact us any time at [email protected] with suggestions, corrections or additions.

This list reflects our research as of November 2026.