London Fashion Week is one of the biggest style events in the world, with a variety of designers on show every season – but when we look beyond the runway, there are lots of people behind the scenes who are integral in its success.

From make-up artists to photographers, there are many unsung heroes who help to bring the magic of London Fashion Week to life and curate the style we see on stage.

Eeva Rinne, London resident and fashion photographer who is shooting at the February (16th – 20th) 2024 show, has partnered with Specsavers to share her unique perspective of style and what happens behind the lens at this iconic event.

Q: What does style mean to you?

Style, to me, extends way beyond the clothes we wear, as it is also about how we see the world. It is a unique lens through which an individual perceives their surroundings and is a blend of their cultural references, creativity, and individuality.

Q: How would you sum up your own style?

My own personal style is a fusion of designer pieces and thrifted finds. Thrifted finds are not only eco-friendly but are great ways to reference old fashion trends whilst bringing something different to your style. This blend is my way of merging high-end fashion with the charm and nostalgia of vintage clothing. Style is all about embracing these staple pieces whilst also spicing it up with fun and sometimes, unexpected details to really reflect my personality.

Q: How do you express your style through your work?

As a photographer, you capture what your eyes draw you to. Therefore, a lot of the moments I capture resonate with my own personal aesthetic and means that the imagery I take is always unique and personal to me. Every click, for me, is an opportunity to infuse my personal style and therefore, every photo I take carries my unique perspective.

Q: How many years have you been working at London Fashion Week? How has your approach to style and photography evolved over the years, especially in the context of London Fashion Week?

I’ve had the privilege of contributing to the captivating world of London Fashion Week for almost a decade. The industry is always evolving so no fashion week is ever the same and it is so much fun to see how trends and style evolve over time. Over the years, I’ve found that my approach to style has changed and developed as a reflection of my own personal growth. I’ve learned that personal style is an ongoing journey and is continuously shaped by my experiences including iconic events such as London Fashion Week.

Q: What are you most looking forward to about London Fashion Week this year?

It’s always a joy to reconnect with friends and colleagues during London Fashion Week, even if we can only say a quick ‘hello’ due to how busy we all are. Seeing the different and unique work that people do every year in so many aspects of style, such as make-up and hair styling is so inspirational, and I always like to take influence from the talented people around me.

Q: Can you share some memorable experiences from your time working at London Fashion Week?

Working behind the scenes at London Fashion Week, you never know what to expect or who you’ll rub shoulders with which adds such a fun layer to the job. From the parliament house to intimate private homes, the fashion shows take place in some incredible locations, and it is an honour to be able to attend such great venues. It’s also amazing to witness the debut of a new designer presenting their work for the very first time. Seeing their unique take on fashion is so exciting and you can really see how the designers care and put their heart into their work.

Q: Can you share any behind-the-scenes insight into the preparation and organisation that goes into working on a major fashion event like London Fashion Week?

The preparation for London Fashion Week involves a lot of scheduling, often accompanied by last-minute changes in plans. Flexibility and fast thinking are essential when navigating such a major fashion event. In particular, Citymapper becomes your best friend when trying to find all the fashion show locations scatted across the city.

Q: How can you express your own style through the work you do in London Fashion Week?

My ability to express my personal style through the work I do for London Fashion Week is assisted by the trust my clients place in me. They like my work as it is personal and unique to me and therefore, they are happy to send me backstage to capture the mood and essence as I see and perceive it. This creative freedom enables me to infuse my own distinctive style into the images.

Q: How do you differentiate your style at London Fashion Week?

Navigating the fine line between creativity and practicality is always challenging as a professional photographer. While staying true to my unique style, practicality must be prioritised when working in such a fast-paced fashion event.

Q: What advice would you give to others who have an interest in photography and how they can express their own style?

I encourage any aspiring photographers to immerse themselves in the craft and shoot as much they can. If you experiment and play around with it, you start to find your own personal style and what works for you. Ignoring what other people are doing and finding what resonates with you and your identity will help you stand out.

Q: What are your top three styling tips?

Make sure you wear clothes that make you feel good. You shouldn’t stress over what looks good or what is considered trendy at that time. Instead, focus on clothes that resonate with your own personal identity. Secondly, trust your instincts when it comes to curating outfits as these are likely items that speak to your own personal style. Lastly, invest in pieces that you’ll enjoy wearing season after season. Not only is this eco-friendly but these staple pieces will become an integral part of your style.

Q: Specsavers promotes their ‘style for you’ messaging which encourages individuality and helping to find the right style to suit you – how important do you think it is for people to find their own style?

It is extremely important as finding your own style is a powerful confidence booster. It is a journey of self-discovery that goes beyond the ever-changing trends, allowing individuals to authentically express themselves and embrace their uniqueness.

Q: Do you like to express your style through your eyewear/glasses?

Absolutely! My eyewear is an extension of my personal style. I prefer to stick to glasses that are not just functional but also elegant, adding a touch of my personality and individuality to my overall look.

Q: What is your favourite/go-to style of eyewear/glasses?

Recently, I’ve really been drawn to metal-frame, cat-eye glasses. They bring an element of unexpected fun to my look whilst also maintaining a sense of sophistication.