The email that landed my first fashion client | Booked by email mini-series
Hello and welcome — I’m so excited to be sharing the very first post in my Booked by Email series. This mini-series is all about pitching to brands, landing your dream clients, and building the kind of fashion photography career you really want.
In this post, I’m going to take you back to the very first time I pitched to a brand, how that one email turned into my first paid client, and why you can do the exact same thing today.
From Wedding Photography to Fashion Photography
Let’s rewind to 2016. At the time, I was fresh out of university, where I’d studied a three-year degree in fashion photography. Despite my passion for fashion, I convinced myself there was no way I could make it work living in Cornwall — far from the buzz of London.
So, I started a wedding photography business instead. After shooting my first wedding, I realised (with a sinking heart) that I’d made a big mistake. Weddings weren’t for me.
For a couple of weeks, I felt completely lost. I cried, stressed, and asked myself: What now? But deep down, I knew I wanted to build a career as a fashion photographer. I just didn’t know how to start.
The First Pitch That Changed Everything
To lift myself out of that rut, I decided to shoot something purely for fun — no clients, no pressure. Around that time, I saw influencers emailing brands to request products in exchange for social media imagery. That got me thinking: If they can do it, why can’t I?
So I did.
I pulled together a mood board, created a concept, and sent an email pitch to a UK fashion brand called Joules. To my shock, they replied within five minutes with a big, fat YES.
I couldn’t believe it. They shipped me a huge box of clothing, and I teamed up with a local makeup artist and model to shoot on the beach. The brand loved the images so much that they used them across their social media channels.
That one free shoot turned into a long-term paid retainer, with Joules hiring me to create monthly content. It was the beginning of everything — proof that fashion photography was possible, even from Cornwall.
Why That Email Worked
Here’s the truth: it wasn’t just luck. My pitch worked because:
I created a clear, brand-specific concept (not just “I want to shoot for you”).
I backed it up with a strong mood board and a recognisable style.
I showed the brand how I could solve a problem for them — not just asking for free clothes.
This is where so many photographers go wrong. They think sending one cold email is enough. But the pitch is just the delivery system. What actually gets you booked is everything you do around that pitch — your portfolio, your clarity, your communication, and your professionalism.
How to Start Pitching Today
If you’re ready to start landing your dream fashion photography clients, here’s a simple challenge for you:
Choose one brand you’d love to work with.
Research them deeply — their creative direction, ethos, campaigns, and social media.
Think about how your style can complement their brand.
Create a focused mood board.
Write a short, professional email pitch (you can use my templates inside the Steal My Client Emails freebie).
Send it. Don’t overthink, don’t procrastinate. Hit send.
You never know — that one email could be the start of your career.
Want More Guidance?
If you’re thinking, “I get the pitch part, but my portfolio/pricing/licensing still feels unclear,” that’s where my program The Success Studio comes in.
It’s my full roadmap for building a profitable, sustainable fashion photography career. Inside, I teach you how to:
Develop your unique style.
Build a portfolio that attracts the right clients.
Pitch with confidence and land paid jobs.
Set pricing and licensing structures that make your business sustainable.
Because if we’re not making money, we don’t have a business — we have a hobby.
Doors open on August 13th, and if you join the waitlist, you’ll unlock an exclusive bonus. Trust me, it’s worth it. [Join the waitlist here].
Final Thoughts
That one cold email in 2016 transformed my career. From there, I went on to work with every major fashion brand on the high street in Falmouth — Joules, Crew Clothing, Boden, and more.
If you take one thing away from my story, let it be this: sending the email works. But it works best when you’ve done the research, built your style, and positioned yourself as the solution a brand needs.
Your dream clients are out there waiting. All it takes is one brave pitch.
✨ Next in the series: I’ll be sharing the three most common reasons brands don’t reply to pitches — and how to fix them.
