London · Guide for photographers and filmmakers
“London's weather isn't the enemy. Cloud is the biggest softbox you'll ever get for free.”
London is one of the best cities in the world for natural-light fashion: overcast skies soften faces, Georgian streets give open shade all day, the parks give colour, and the coast is an hour or two away. The catch is the calendar: London has about 16 and a half hours of daylight at midsummer and under 8 at midwinter. Here's how to use streets, parks and coast, and how to plan around the seasons.
Richmond · test shoot for Linden Staub
01 · Streets
Streets: open shade and clean backgrounds
Staccato, London.
The tall terraces of west and central London throw open shade across the pavement for most of the day. Put your model in the shade with the bright street behind them, and you get soft, even light on the face and a glowing background. For the Staccato footwear campaign we used quiet residential streets, railings and red brick: classic London texture without crowds.
Quiet streets: residential squares and mews are calmer than shopping streets, and early weekend mornings are calmest of all.
Small crew: five or fewer, handheld and not blocking the pavement, and you usually won't need a permit. See shooting a commercial in London.
Footwear: for shoes, get low. A camera at ankle height makes the pavement the set.
02 · Parks
Parks: colour and backlight
Parks give you season in the frame: blossom in spring, green in summer, gold in autumn. Put the sun behind your model so the hair glows and the face sits in soft reflected light, then bounce a little light back with a reflector if needed.
For this model test in Richmond for the Linden Staub agency, spring blossom did the work of a set designer. Remember that the Royal Parks need a licence for commercial shoots.
03 · Coast
The coast: big sky and low sun
Vincent Nevs, on the Kent coast.
When the brief needs space and drama, the Kent coast is a short trip from London: chalk cliffs, wide beaches and big skies. Low sun from the side carves out shape, and the open sky fills the shadows. For the Vincent Nevs shoot, white clothes against chalk and blue sky kept the palette clean and bold.
04 · Seasons
How the seasons change the plan
| Season | Daylight | What it means |
|---|---|---|
| Midsummer | About 16h 38m around 21 June | Long days; avoid harsh midday sun, shoot early and late |
| Midwinter | About 7h 49m around 21 December | Short days; plan the shoot around a few good hours |
| Spring and autumn | Somewhere between | The best balance: soft light, colour in the parks |
Winter: front-load the day
Start with the outdoor shots as soon as it's light enough, and move indoors before the light goes in mid-afternoon.
Winter: take a light with you
One battery LED with a softbox keeps faces consistent as the daylight fades.
Summer: shade at midday
Midday sun is high and hard. Use open shade or wait for the softer light of the evening.
Always: a weather day
Hold a backup date. Light rain is workable; heavy rain ruins hair, make-up and kit.
Daylight: sunrisesunset.io, Greater London · sunrise-sunset.org, London.
Watch
Natural light on film
Natural light: Sony A7 III, 85mm, 120fps
Test shoot for Linden Staub
A 5-minute shoot any beginner can do
10-second light tip
FAQ
Common questions
Where is good for a natural light fashion shoot in London?
Quiet residential streets and squares for open shade, parks for colour and backlight, and the Kent coast for big skies and low sun.
Is overcast weather good for photography?
Yes, for portraits and fashion. Cloud acts like a huge softbox, giving even, flattering light on faces.
How many hours of daylight are there in London in winter?
Around 7 hours 49 minutes on the shortest day, about 21 December, so plan outdoor shots for the middle of the day.
Do I need a permit to shoot in a London park?
The Royal Parks need a licence for commercial shoots. Other parks are run by local councils, so check with the borough.
Written by Joshua Swain, who shoots fashion and beauty in London and Dubai. See the portfolio.