What makes a good portfolio shoot?
Reflects Your Signature Style – A strong, recognisable style that makes your work instantly identifiable.
Attracts the High-Profile Clients You Aspire to Work With – Every shoot should communicate your alignment with the luxury market.
✅ Do Prioritise Quality Over Quantity: Only showcase your best work. A tight selection of high-impact images speaks volumes more than hundreds of good shots. This approach tells clients you have a discerning eye and understand the power of selective storytelling. When your portfolio is highly curated, each image becomes more meaningful, showing that you are not only capable of producing exceptional work but also of delivering consistent, high-level results. See Annemarie’s website as an example.
✅ Demonstrate Versatility with Cohesion: Showcase variety while maintaining a cohesive style. By using consistent lighting, themes, styling, and editing, you show clients that you have range while still delivering a unified vision. Elite clients want to see that you can adapt to different needs while retaining your distinct voice and artistry. The key is to balance versatility with cohesion—showing that you can work across various aesthetics or concepts while keeping your portfolio unmistakably yours.
Emily Soto is a great example of a photographer with versatility, but cohesion.
✅ Keep Your Portfolio Updated Across Platforms: Make sure your portfolio is current not only on your website but also on LinkedIn and other key platforms. Consistency is essential; a well-maintained portfolio across multiple platforms signals to clients that you are organided, professional, and actively working in the industry. Don’t let your website or LinkedIn collect dust while only focusing on Instagram—clients may find you on any platform, so keep every touchpoint as polished and up-to-date as possible. Every piece you show should reinforce your brand and position in the industry.
✅ Tailor Your Work to High-Caliber Clients: Your portfolio should speak directly to the clients you want to attract. Do research into the brands you aspire to work with, and curate your portfolio to reflect the type of work they need and expect. High-caliber clients want to see that you understand their brand aesthetic, values, and vision. Make sure each image tells them you’re not only capable of executing their vision but are aligned with their style and standard. What do they need to see to like your work, trust you, and know you’re the perfect fit?
Don’ts:
❌ Don’t Show Everything You’ve Ever Shot: Curate ruthlessly. A selective portfolio is powerful; it reflects a photographer who understands quality and focus. Remember, clients don’t have time to sift through hundreds of images—they want to see the best of the best, distilled down to its essence. By being selective, you convey confidence and professionalism, showing that you can discern what truly matters in your body of work.
Elizaveta Porodina presents a small selection yet books major brands consistently.
❌ Don’t Rely on Over-Editing: Elite clients want to see authentic skill and vision, not heavy retouching. Unless it’s central to your style, keep retouching minimal to showcase your raw talent and ability to produce stunning results without over-reliance on post-production. Today’s brands, especially in the luxury market, are shifting toward a more natural aesthetic, preferring authenticity over heavily edited or artificial looks. Let your unique eye and skills shine through with a polished, but not overly altered, final product.
❌ Don’t Ignore Storytelling: A compelling portfolio tells a cohesive story, offering clients a glimpse of the unique perspective you bring to every project. Every great shoot should have a narrative that resonates, whether through mood, concept, or visual flow. Storytelling gives your work depth and memorability, allowing clients to connect with the emotion and intention behind your images. This approach not only makes your portfolio feel complete but also showcases your ability to bring a thoughtful, artistic touch to each assignment.
Tim Walker is a master of storytelling in his imagery.