It’s Saturday 17th February and three Ukrainian brands are getting ready to show their AW2024 collections at The Old Selfridges Hotel at London Fashion Week. J’Amemme, Gasanova and Tamar Keburia, led by Ukrainian designers Yuliya Yarmolyuk, Elvira Gasanova and Tamriko Keburia are the brands for today’s show. I was backstage taking photos while models were whisked from one room to the next – hair, makeup, dressing, rehearsals – and other photographers and videographers were there too, all of us aiming to capture the best moments.
The show was to begin at 9pm, with backstage access starting a couple of hours before. I was taking photos at a runway show beforehand – in my extremely optimistic schedule I had planned for it to finish at 7pm, assuming that it started on time. Of course, it’s a rare runway show that starts on time… and of course this one didn’t.
Once the show was finished and the designers took their bows, I put the lens cap back on my camera and started dismantling my monopod. Unfortunately my trip to London for fashion week hadn’t got off to a great start – the suitcase carrying my monopod didn’t arrive so I had to buy a new one on Oxford Street. Dismantling it wasn’t as straightforward as it should have been, but once that was done I rushed outside.
It was cold and windy, and I made my way across London to The Old Selfridges Hotel. A security guard at the backstage door asked for my name before letting me in – once inside I began to take photos of the models as makeup artists and hair stylists got them ready for the show. Once I felt I’d got enough photos, I made my way to the media riser at the end of the catwalk to make sure I’d get a good spot for the runway show. I spoke with a few of the other photographers there for a while, then went backstage again where models were lining up and being photographed against the walls and backdrops. As they stood side by side, stylists added finishing touches to their hair and makeup. Here are some backstage moments that I captured.
- - - Advertisement - - -
When it was nearing time for the show to start I made my way back to the media riser and squeezed in amongst the rest of the photographers. The guests had all been seated by now, the lights dimmed, and the show began.
Hair is by by Philip Haug for Schwarzkopf Pro, makeup by Michelle Webb for AOFMPro using Dermalogica. All photography by Alison Coates for The Fashion Fold.
London College of Fashion alumna (PGCert Fashion Buying & Merchandising). 15 years in fashion across styling, buying & merchandising, trend forecasting, e-commerce, and marketing. Includes roles at Vivienne Westwood and multi-brand retail stocking 50+ brands including Adidas, Nike, and Puma.
