Conscious Creativity: How I Practise Sustainability as a Fashion Photographer
When most people think about sustainable fashion, they picture how clothes are designed, produced, or consumed. But there’s another side to the story: how those clothes are captured. As a fashion photographer who has also run a retail business for 8 years, I’ve come to believe that sustainability isn’t only about what we wear—it’s about how we create, too.
That’s why I’ve been rethinking the way I work behind the lens. From how I source clothes and props to the equipment I use, I’ve been making intentional choices to reduce my impact. These eco-friendly photography practices aren’t perfect, but I think that they’re small, meaningful shifts that add up. I’m sharing them here in the hope they’ll inspire you to do the same!
1. Styling with preloved or sustainable fashion brands
Instead of buying and returning new clothes for test shoots (e.g. from fast fashion brands or high street stores), I style my shoots using preloved pieces, secondhand finds, or designs from independent sustainable brands. Platforms like Carousell, local swap shops, and my network of ethical designers are my go-tos. It’s a way to support small businesses, cut down on waste, and show that great style doesn’t have to come from trends.
2. Using borrowed, recycled, or secondhand props
Props bring atmosphere and personality to a photo, but they don’t need to be brand new. I’ll reuse objects I already own, borrow flowers or furniture, or repurpose materials destined for the bin. Shooting this way sparks creativity and gives each project its own story. A lot of studios I use in Singapore already have a number of props, which helps, but if none are available I’ll source my own!
3. Choosing public transport when possible
If I’m not hauling too much equipment, I take public transport to shoots. It’s a simple swap that lowers emissions and also encourages me to slow down in between shoots rather than always being ‘switched on’. I’m not perfect and only manage to do this about 50% of the time at the moment.
4. Printing only when essential
Mood boards are a huge part of my creative process, but I’ve stopped printing them unless it’s really necessary. Most planning now happens digitally, with shared Pinterest boards and Google Drive folders that keep my team aligned, reducing unnecessary paper waste. On shoot day, I make sure we have references pinned in chat groups and ready as PDF’s on any digital screens for quick referencing.
5. Creating shoots with an environmental message
Beyond logistics, I see photography as a storytelling tool. Many of my personal projects highlight sustainable fashion, circularity, or the human stories behind the clothes we wear: like this upcycled denim story, or this shoot which spotlighted fashion’s link to the ocean plastic crisis. By weaving these themes into the creative direction, my goal is that my imagery inspired people to think differently about fashion and consumption.
6. Sourcing or renting equipment secondhand
Cameras, lenses, lights—photography gear can be expensive and resource-heavy. Instead of buying everything brand new (which, I also can’t afford to do yet, anyway!) I look for secondhand deals or rent equipment when I only need it short-term. It saves money, keeps gear in circulation, and makes my kit more flexible.
Final Thoughts: Why sustainable photography matters
Sustainability in photography is about more than props and transport—it’s about mindset. I’ve come to believe that every choice, no matter how small, is an opportunity to create consciously and reduce waste. For me, sustainable fashion photography is a way to align my creative practice with my values. It proves that beautiful imagery and eco-friendly photography habits don’t need to be at odds!
I hope you find these tips helpful and inspiring for your own photography journey!
Follow along or connect with me for projects: @susannahjaffer and @zerrin_studio