How I Landed My First Paid Fashion Client With Just One Email
In 2016, I made a decision that would completely change the direction of my photography career, and it started with a single email.
Welcome to the first post in the Booked By Email series: a mini-series where I’m breaking down exactly how I built a fashion photography career from rural Cornwall, using nothing but pitching and persistence. If you’ve ever wondered how to get your foot in the door, especially when you don’t live in London or have a massive network - this is for you.
Let’s rewind to the beginning.
From Wedding Photographer (Briefly) to Fashion Photographer
When I first left university, I made what felt like the "practical" choice - I started building a wedding photography business. I spent a year preparing for my first wedding, and when the day came, I shot it... and realised I hated it.
That shoot was a turning point. I went home, had a bit of a breakdown (honestly), and realised I’d been chasing the wrong thing. My degree was in fashion photography, that’s what I had always wanted. But living in Cornwall, far from the big fashion cities, I didn’t think it was realistic. I thought I had no other choice but to shoot weddings.
Thankfully, I was wrong.
The First Pitch That Changed Everything
Feeling completely defeated, I gave myself a creative reset. I wanted to shoot something just for fun, something that felt like me. Around that time, I noticed influencers were reaching out to brands, requesting product in exchange for content. And I thought: why can’t I do that too?
So I put together a mood board, planned a concept I loved, and found the contact email for a UK clothing brand I liked: Joules. I hit send on a cold email, not expecting anything.
Within five minutes, they replied: “We want to work with you.”
They sent me a big box of product, and I pulled together a shoot with a local model and makeup artist on the beach. We shot for a couple of hours, and when I delivered the images, Joules used them across their social media. But that wasn’t even the best part!
One Free Shoot into A Paid Retainer
That one shoot, which I’d done for free, turned into a monthly paid retainer. Joules hired me to create content for them on a regular basis. It gave me a steady income and a legitimate start in fashion photography, all while still living in Cornwall.
From there, I got strategic. I walked down my local high street and made a list of every brand with a store in town. I challenged myself to shoot with every single one. Eventually, I did. From Joules to Crew Clothing, Boden, and beyond - those early pitches built the foundation of my career.
So, What Made That First Pitch Work?
Yes, the email worked, but not just because I sent one. It worked because I did the groundwork:
✅ I had a clear, creative concept
✅ I built a strong mood board tailored to the brand
✅ I showed how I could solve a problem (not just ask for free stuff)
✅ I understood the brand’s style, audience, and needs
✅ I positioned myself as a collaborator, not a follower
Photographers often think pitching is just about sending a cold email. But honestly? The email is just the delivery system. What gets you booked is everything that comes before and after that pitch.
Ready to Try It Yourself?
Here’s a challenge for you:
Choose one brand you’d love to work with
Research them deeply - their imagery, tone, campaigns, ethos
Create a mood board that reflects your idea and their brand
Download my free email templates
Write a short, specific pitch, and hit send
Grab the free email templates here! And please, don’t overthink it. The goal is progress, not perfection.
Want Support Building a Real Fashion Photography Business?
If you’re feeling stuck on what to charge, how to license your work, or how to build a strong enough portfolio to back your pitches, that’s where my course, The Success Studio, comes in.
It’s my full step-by-step system for building a profitable fashion photography business that books dream clients without burnout. We cover everything from developing your signature style to pricing and pitching with confidence. Join us here!
This story is just the beginning, and I promise, if I could do this from Cornwall, you can absolutely do it too!
