Bryce Aime SS12 'LIVE' Shoot @ LFW

Bryce Aime Live Photoshoot LFW London Fashion Week Mayfair Hotel Jay McLaughlin SS12 Hasselblad Broncolor Klaudia Sonia Zogala Herman Ho

Here are the images from the Bryce Aime 'Live' photoshoot I took part in during London Fashion Week. I'm used to working in front of people when I shoot, due to having make up artists and stylists and the like being on set, but this was the first time I'd had an actual "audience" in the room!

I attended Bryce Aime's AW11 show back in February, so was interested to see the evolution of his style from one collection to the next. I was to be shooting three show pieces for his SS12 collection.

Upon arrival at the hotel, we looked over the suite to come up with an action plan. We then had to descend into the bowels of the building to collect all the gear from the back entrance. Was cool to see the parts of the hotel that only staff or A-List celebrities see, although walking past the kitchen and seeing the amazing food they were preparing was a little bit too much of a tease!

The shoot had it's own challenges. The Penthouse suite of the May Fair Hotel, as expensive as it is, was never designed with photoshoots in mind. Space was an issue, as was making sure there were no wires or things to fall on anyone watching. Thankfully, my two assistants, Kris and Karl, were seriously on the ball so I could concentrate on the photo taking part.

Because this was all within the remit of a party, the actual photoshoot was only 45mins long, and in that time I needed to get enough images to satisfy the designer. Due to the space constraints, I was pretty much restricted to a single angle, with not much room for manoeuvre. I'll post the behind the scenes images in a separate blog so you can see what I had to work with. Anyway, the three models came in one at a time, before returning for shots of them together. Challenge number 2374639276 of the shoot was model direction. I'm used to photographing models who don't speak much English. That's pretty normal in the Fashion industry, but what makes it extra difficult is when it's in the middle of a party and there's a DJ playing loud music. We got there though, which is a testament to the professionalism of the models.

So no sooner had we got underway, the shoot was over and everything was packed away. Check out the rest of the images below. I learned a lot from this shoot. Would be fun to do more in the way of 'Live' shoots. Definitely gives a different buzz to the set compared to normal!


Photographer:Jay McLaughlin Photographic Assistants:Kris Mitchell & Karl Gregory Models: Klaudia & Sonia Żogała @ Cosmic & Kasia @ First Head Makeup Artist:Valentina Creti Makeup Team:AOFM Academy Head Hair Stylist:Herman Ho Hair Team:L'Oreal Professionnel Styling: Sabina Emrit Location:The May Fair Hotel Behind the Scenes Videography:8D Films / H&L Productions

Clothing:Bryce Aime SS12 Show Pieces Accessories:Cait, Merle O'GradyShoes:Miista, Paul & Joe

Special Thanks:Broncolor, Hasselblad UK, The Pro Centre, The May Fair Hotel, Gin No.3, Caroline Leaper, Natacha Malkin, Hannah Walsh, Hannah Jones, Bianca Bass & Laura Ironside.