In a stunning showcase at St. John's, the future of fashion bursts forth with a vibrant tapestry of creativity, where the mantra "The Art of Being" transforms the runway into a powerful statement of authenticity and self-expression.


I turned up early afternoon and checked in to St. John's Church in Hyde Park, that was already buzzing - riggers on ladders, dress bags gliding past, PR teams on comms, and photographers claiming their slice of the pit. The kind of low-light, high-energy runway environment that makes a fashion photographer grin and double-check batteries. I met some amazing shooters, swapped a few settings secrets, and then did what we all do before a big show: tested the kit, learned the light, mapped the sightlines.


This venue was a challenge in the best possible way - Church scale, pools of tungsten and shafts of cool daylight, with the runway drawing a silver river through the nave. I dialled in fast Hi Continuous Shooting , rode ISO confidently at 1600, and leaned into that sweet spot between motion and crispness. Back-button focus, continuous AF, 1/250–1/320 where it counted, and a tasteful shutter drag for those dreamy fabric swishes. It’s where craft meets instinct; you feel the show as much as you photograph it.

 

Model Lorena walks runway in vibrant red blazer London Fashion Day 2025. Fashion Photographer Martin Japheth
Models walk the runway in elegant black evening gowns with gold embellishments during a fashion show.
Model walks runway in strapless white corset with floral detail against warm orange lighting at fashion show.
A dark performance scene with colorful geometric light projections and silhouettes creating a dramatic atmosphere. Fashion Photographer
A black and white photo shows two people posing together at an event, wearing dark formal attire. Fashion Photographer Martin Japheth
A model walks the runway wearing a denim and corset ensemble during a fashion show with audience members seated along sides.
Models walk the runway in white off-shoulder dresses during a fashion show presentation.
Models showcase elegant white evening wear collection on fashion runway during haute couture show.
Models walk the runway in dramatic red and white evening gowns at a high-end fashion show.
Model walks runway in vibrant teal floral print dress during fashion show presentation.
Fashion show models showcase elegant black and white designer outfits on a sleek runway.
Models present crisp white collared garments against a dark backdrop during a runway show.

 

The show opened with the future: five emerging talents from the London College of Contemporary Arts (LCCA). This was a fantastic move. You had everything from Juli Cesar Sandoval Retamozo's structured forms to Khaos Rose Blakk's conceptual edge a blast of raw creativity and technical promise.


It immediately set the tone for the night's theme: "The Art of Being." In a venue like St. John's, this felt less like a concept and more like a mandate. Authenticity as the new luxury. It proved that fashion isn't just about what's worn; it's about the identity behind it. And what a roster to follow.


A curated lineup of designers, each bringing a unique voice to the runway—from couture silhouettes to streetwear infused with story. The designers included:

  • Relique London
  • VELGUD presented by Global Fashion Net
  • TIDE CHEN
  • Sara K Couture
  • LENIE BOYA х MALUSHA
  • Maison Sophy G
  • KochHouse
  • Mogardi
  • CHARS
  • FRENCHEYE
  • The Moodi Studio


Backstage was equal parts theatre and logistics, the hush before first looks, the quick switch from sneakers to stilettos, steamers whispering, stylists tuning the line. Out front, the pit hummed. You clocked cues: the turn points, the lingering glance, the micro-pause at the cameras. You read the choreography and you respect the angles, because editorial-grade runway work is a team sport.


What I Shoot (And Why It Lands With Editors)

My approach blends documentary timing with editorial polish. I’m looking for three things in every frame:

Silhouette & Story: The shape comes first; the story arrives when light hits detail - embroidery, texture, line.

Kinetic Cleanliness: Movement with intention. Crisp eyes, expressive fabric. If it doesn’t read in a split second, it won’t sing on a spread.

Light That Feels Designed: Cathedrals test you. I balance available light with subtle flash shaping when it adds honesty - not glare.

Deliverables I craft for designers, PR, and magazines

Runway sets with full looks, hero selects, and detail macros

Backstage narratives (beauty, fittings, first-look beats)

Editorial stories on location or in studio-concept notes, shot lists, moodboards included

Lookbooks & e-com refreshes with consistent colour, angle discipline, and quick turnaround

Social-first verticals (Reels/TikTok-ready) and web hero banners that actually load beautifully.


Why Book Me for Your Next Editorial or Campaign

  • Low-light native: I thrive in venues where light is a character, not a crutch. Expect clean skin tones and true fabric colour.
  • Editor-friendly curation: I deliver tight, narrative-led edits your comms team can drop straight into pitches, decks, and press packs.
  • Brand literacy: I listen for the why behind your collection, then translate that into frames that fit your voice - minimal retouch where possible, bold when it serves the concept.
  • Mobile studio setups + UK-wide travel: Studio portraits, beauty, editorial sets - then out to cathedrals, mills, rooftops, and streets when the collection asks for it.


Let’s Build Your Story

Whether you’re a designer ready to launch, a PR team shaping a press narrative, or a magazine commissioning a concept shoot, I’d love to collaborate. I’m booking editorials, lookbooks, and campaign work now for AW25 / SS26. We can scale from lean agile crews to full production with styling, HMUA, and set build.


See a first look from the night: gallery highlights are rolling out on Instagram - @martin.japheth

Enquiries & bookings: DM me on Instagram or drop a message to set up a quick creative call.


Fashion is better when it moves - on the runway, on the street, and on the page. If you need imagery that carries your collection from showtime to shelf talkers and spreads, let’s make something that lives beyond the night.


 

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