How to pitch fashion brands (without feeling cringe)
Let’s be real for a sec—pitching yourself to brands as a fashion photographer can feel like the most terrifying thing ever. Just figuring out who to contact (and how!) is enough to send you running back to your camera.
And if you’ve sent out a couple of emails in the past and heard nothing back? Yeah, that’s a pretty rubbish feeling too.
But here’s the good news: you’re not doing anything wrong. You just need a proper plan. And that’s exactly what I’m here to share with you today.
In this post, I’m walking you through:
How to build a dream client list
What makes a pitch actually work
And the mindset shift that helped me go from totally panicked to confidently landing work from my inbox
Let’s do this. 💌
Why Pitching Still Works (Even in 2025)
If you’re not totally sure what I mean by “pitching,” I’m talking about emailing brands, magazines, creative teams—basically anyone you want to work with—and introducing yourself as a photographer.
Now, I know pitching gets a bad rap. So many photographers try it once, don’t get a reply, and decide it just “doesn’t work.” But in my experience? That’s not the issue.
The problem is usually one of these:
The email is vague or generic
You pitch once and never follow up
Or… you don’t pitch at all
Let me say this loud and clear: Sending the right pitch to the right person can 100% change your career. It changed mine.
Back in 2017, I was living in rural Cornwall—miles away from the London fashion scene—and I started cold-emailing brands I loved. And guess what? It worked. I’ve built most of my career on this very process. No connections, no fancy agencies. Just smart, consistent pitching.
Step 1: Build Your Dream Client List
If you don’t know who you’re trying to work with, how will they know to work with you?
Creating a dream client list is a game-changer. This is your roadmap. Instead of waiting for someone to discover you, you’re going out there and putting yourself in front of the right people.
Here’s how to start:
Think about what you love. What brands do you wear, admire, or shop from?
Whose creative direction inspires you?
Who are your photography peers working with?
Look at your current work—what kind of brand does it already align with?
Then, create a database (I use Notion or Google Sheets) and include:
Brand/publication name
Website + Instagram
Creative contact person (art director, marketing manager, etc.)
Notes on what kind of shoot you could offer them
This becomes your pitching Bible. I’ve been adding to mine since 2018 and still use it every single week.
Step 2: How to Find the Right Contacts (Without Being Creepy)
You don’t need to buy some massive PR database to find email addresses. You just need to do a little digging:
Instagram: Look at who’s tagged in posts. Founders, creative directors, social media managers often get tagged on smaller brands.
Website: Check the “Contact” or “Press” page—sometimes the email you need is right there.
LinkedIn: Honestly, this is gold. You can search companies and see who works there—then find the right person to reach out to.
Generic Emails: If you can’t find a direct contact, “hello@” or “info@” is totally fine as a last resort. Just send the email—don’t let perfection stop you.
And remember: You’re not being annoying. You’re actually helping them by showing up and saying, “Hey, here’s what I do. Want to collaborate?”
Step 3: What Makes a Pitch Actually Work
Most email pitches flop for one of three reasons:
They’re too long
They’re too vague
They’re too self-focused
Here’s a super simple format I teach inside my program, The Success Studio:
Subject Line
Keep it clear and simple: “Photographer Introduction” or “Fashion Photography Collaboration.”
Short Friendly Greeting
“Hi [Name], I’m a UK-based fashion photographer and I absolutely love the creative direction of [Brand]. I’d love to introduce myself and share a few ideas for a possible collaboration.”
Link to Your Work
Avoid huge attachments. One PDF (under 2MB) is fine, but even better? Just link to your website or portfolio—and make sure the work you’re sharing is relevant to the brand.
Clear Call to Action
Wrap it up with something like: “Would love to hear your thoughts or explore potential ways we can work together.”
That’s it. No fluff. No overthinking.
Step 4: Follow Up (This Is Where the Magic Happens)
Here’s the part everyone skips (please don’t be that person): the follow-up.
If you don’t hear back in 5–7 days, send a polite follow-up. This is where having your dream client list or CRM comes in handy—you can track when you sent what and to whom.
Most replies happen after the follow-up, not the initial pitch. I don’t know why. It just is. Don’t take silence personally. People are busy. Emails get buried.
And once you’ve made contact, keep showing up consistently. Keep building that relationship. Stay front of mind. Because when they need a photographer—they’ll think of you.
You’ve Got This
If you’re doing all the “right” things but still not getting booked, take a look at your pitching strategy.
Are you pitching enough?
Are your emails clear and specific?
Are you following up regularly?
Are you showing the right work to the right people?
This is the exact kind of work we do inside The Success Studio—my signature self-paced program designed to help fashion photographers get booked, paid, and recognized.
And if you’re not quite sure which area you need to work on first—style, portfolio, pitching, or pricing—I’ve got a super fun free quiz you can take.
🎯 Take the Quiz: Discover the Missing Link to Getting Booked
It’s quick, personalised, and will show you exactly what to focus on next.
You’ve got this. I’m cheering you on every step of the way.
Now go send that email. ✨
