Hair fashion may be a global industry, but creative expectations, style trends, and even photographic preferences vary wildly across regions. Over the years, I’ve worked with clients from the US, Switzerland, across Europe and beyond — all of whom bring their own unique vision and cultural influences to their shoots.
What’s interesting is that most of these collections are shot right here in London. International teams travel in specifically to work with UK photographers, stylists, makeup artists, and studios — often because they’re drawn to the quality, aesthetic, and professionalism that the UK hair industry is known for.
Here’s what I’ve learned from working with overseas clients on collections, campaigns, and award entries — and how you can better prepare if you're styling for an international team or planning a global-facing shoot of your own.
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1. UK Shoots, Global Standards
The UK remains a creative hub for hair collections, especially for award-driven or editorial-style projects. Overseas clients often want:
* That clean, high-end, BHA-inspired look
* Lighting that brings out texture, shape, and tone
* Tight creative collaboration with a photographer who understands hair detail and storytelling
Many clients come here because of the UK’s reputation for precision and visual storytelling. The process — from pre-production and casting, to post-shoot retouching — is usually more involved than what they’re used to at home.
In short: they want the UK edge. And they come here to get it.
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2. Working with US Clients: Big Energy, Brand Focus
American stylists and brands often approach shoots with bold ideas and commercial goals. What I’ve noticed when shooting with US clients in London:
* They bring high-glam looks and strong colour stories
* They’re often working toward brand campaigns or education platforms
* There’s a strong focus on energy, polish, and visual impact
They’re typically used to faster, more structured shoots — so part of my role is slowing things down just enough to finesse the detail without losing momentum.
If UK stylists want a collection to be judged, US teams want one that sells — instantly.
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3. Swiss & European Clients: Elegance, Restraint, Precision
Clients from Switzerland, Germany, and across northern Europe often bring an aesthetic that’s quietly powerful:
* Refined styling — clean lines, subtle textures, timeless silhouettes
* A focus on technical craftsmanship and balance
* Often very well-prepared — moodboards, test shots, and clear vision in hand
These teams value precision and professionalism. They might not chase trends as aggressively, but they’re incredibly tuned in to *quality* — and they often push for images that are clean, calm, and enduring.
For European clients, less is often more — but it has to be flawless.
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4. Adapting to Cultural Nuances
Working with international clients means paying close attention to how style and beauty are interpreted across borders.
* Hair textures: What's seen as trend-forward in one region might feel too bold or niche in another.
* Model casting: Expectations around skin tone, face shape, and expression vary — and are shaped by local advertising and fashion trends.
* Styling and makeup: What reads as “editorial” in the UK might feel too minimal in the US, or too glossy in northern Europe.
* Retouching preferences: Some clients expect a raw, natural finish. Others want a polished, almost campaign-style edit.
My job is to listen closely to what each client needs — and tailor the shoot without losing the creative integrity.
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5. Why International Clients Choose to Shoot in the UK
If you’re a stylist working with overseas clients — or planning a collection for an international audience — it’s worth knowing what keeps people coming back to shoot in London:
* Access to top-tier creative teams (stylists, MUAs, assistants, studios)
* A tried-and-tested process that balances creativity and structure
* The UK’s signature editorial style — clean, award-ready, and detail-focused
* The ability to deliver consistent, high-end results even on tight schedules
And from my side as the photographer, I help guide overseas teams through our process — often becoming a bridge between their concept and the UK way of working.
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Final Thoughts: International Clients, Local Craftsmanship
Shooting for international clients has sharpened my understanding of how hair is viewed, styled, and celebrated around the world — even if the actual shoot happens here in London.
It’s proof that world-class collections don’t depend on where you shoot — but *how*. With the right creative direction, the right team, and the right attention to detail, you can create globally relevant imagery from the heart of the UK.
