Lookbook on Location
Fashion Show Runway at Springfield Public Library
Most lookbooks are shot in a studio, on a clean background, with no audience and no urgency. The Acuity Collection was different. These images were captured on the second floor of the Springfield Public Library, moments before each model walked downstairs and onto the runway. The set was live. The show was real. And every photograph had to be made in the brief window between a model stepping onto the set and stepping off toward the audience below.
The Acuity Collection:
Blue, Green, and the Architecture of Patchwork
The Acuity Collection is JUS10H working across the full range of what a wardrobe can be. Coats, suits, jumpsuits, dresses, jackets both structured and relaxed, menswear and womenswear sharing the same visual language. The collection is cast inclusively across body types, ages, and genders, which is not a statement so much as a reflection of how Justin Haynes thinks about clothing. These garments are not made for one kind of person.
The palette is deep and considered. Rich cobalt blue, forest and olive green, warm khaki and tan, and the dark inky tones of navy that anchor the heavier outerwear. Running through every look is the JUS10H signature patchwork, here rendered in tartan and plaid panels, green and blue argyle, checkerboard, and geometric patterns that appear on coats, jackets, skirts, and trousers alike. The patches are large and placed with intention, never scattered, always purposeful. They are the constant in a collection that otherwise moves freely between silhouettes and moods.
The Show:
From the Second Floor to the Dome
The Springfield Public Library is not a conventional venue. The runway began on the second floor where each model was photographed before descending a flight of stairs into the main hall below. The audience saw them first at the top of the staircase, then watched them come down and move through the space toward the library's great dome at the entrance. It was architecture as stage design, and it gave the collection a setting that no studio background could replicate.
Shooting the lookbook in that environment, on location, at the start of a live fashion show, required a working method that was fast, precise, and calm enough that the models could transition from photograph to runway without losing anything between the two. Every frame in this gallery was made in that window. None of it was recreated after the fact. This is what a fashion show photographer does when the brief demands both a formal lookbook and a live runway event from the same shoot.
Published in Numéro Tokyo
The Acuity Collection was published in Numéro Tokyo.
Work With a Fashion and Lookbook Photographer Who Shoots on Location
If you are a designer, brand, or boutique looking for editorial fashion photography that works as hard as your collection does, this is what that looks like in practice. Whether the brief calls for a studio lookbook, an on location shoot, or photography during a live runway event, the goal is always the same: images that serve the collection and give your brand the visual assets it needs to reach the right audience.
Work like this starts with a conversation.
See more of my portfolio or get in touch.