The fashion industry has long been a catalyst for creative expression, but it’s also under growing scrutiny for its environmental footprint. While much attention has focused on materials, manufacturing, and logistics, another area is coming into focus: the environmental cost of content creation.
From e-commerce imagery to lookbooks and editorial campaigns, producing visual content for fashion often involves carbon-intensive travel, high-energy studio use, and significant waste. For many modern brands—especially those committed to conscious production—this presents a dilemma: how do you tell a compelling visual story without contradicting your sustainability values?
At LRP Studios, we believe low-impact content creation is not only possible—it’s essential. Through considered production, efficient workflows, and honest creativity, we help brands achieve powerful visuals with a lighter footprint. This article explores how fashion shoots can be made more sustainable without compromising on quality, craft, or impact.
Traditional content production in fashion tends to be resource-heavy. A typical shoot may involve transporting teams across borders, building temporary sets, using intense artificial lighting, and relying on disposable props, catering, and printed materials.
Consider the following:
In total, it’s not uncommon for a large-scale fashion shoot to produce between 5 to 15 tonnes of CO₂ equivalent, depending on travel and production scope—roughly equivalent to the annual emissions of two to three UK households¹—not to mention significant material waste and water usage.
At LRP Studios, sustainability is woven into how we work—not as a limitation, but as a framework for better choices. We’re proud to be certified as a carbon-neutral photography studio through Carbon Neutral Britain², and we continuously look for ways to reduce our footprint while elevating our output.
Here’s how we approach low-impact content creation:
There’s a misconception that sustainability means scaling back creatively. At LRP, we believe the opposite is true. By working with tighter constraints, we often unlock more thoughtful, refined visual stories.
Waste is reduced not by limiting imagination but by planning shoots carefully:
The result? Content that is elegant, premium, and produced responsibly.
As fashion brands explore ways to streamline production, some are turning to AI-generated photography and synthetic models. On the surface, these solutions appear sustainable: no travel, no catering, no props. But the reality is more complex.
Training large-scale AI models requires vast computational power, which consumes significant electricity—studies estimate that training a single large AI model can emit over 284,000 kilograms of CO₂, equivalent to the lifetime emissions of five average cars3—potentially more than a traditional shoot if not offset properly. Additionally, AI-generated content lacks the nuance, imperfection, and emotional resonance of real photography.
At LRP, we believe human-led shoots can be just as sustainable—if not more so—when done with care. They also offer something that AI can’t replicate: connection. Whether it's the chemistry between model and lens, the texture of fabric in soft light, or the spontaneity of an in-studio moment—these human elements matter.
While we remain open to innovation, our priority is delivering content that feels real, considered, and aligned with each client’s voice. For fashion brands focused on craft and storytelling, the human touch still leads.
As more fashion labels integrate sustainability into their values, there’s a growing need for content partners who understand what that really means. Ethical production isn’t just about how clothes are made—it’s about how they’re communicated.
Over the years, LRP has collaborated with pioneering sustainable brands such as Stella McCartney, renowned for cruelty‑free luxury, and PANGAIA, whose recycled fibres from plastic bottles exemplify innovative eco‑fashion . These partnerships enable us to create content that reflects each brand’s environmental principles—from highlighting recycled materials to maintaining cohesive, authentic visual narratives.
From campaign visuals to product photography, every image tells a story. At LRP, we help our clients craft narratives that reflect their values, not contradict them. That means:
Just honest, elegant imagery that celebrates the product—and the principles behind it.
Sustainability in fashion content doesn’t have to be radical. Often, it’s about small decisions made consistently: planning shoots more efficiently, choosing reusable materials, working with local teams, and telling stories that resonate without waste.
At LRP Studios, we’re proud to help brands embrace low-impact fashion shoots that feel as good as they look. Because the future of content is not just about standing out—it’s about standing for something.
References:
1. Estimate based on FlixStock data and industry benchmarks on average campaign emissions and resource usage.
2. Carbon Neutral Britain™ Certification, LRP internal reporting, 2024.
3. MIT Technology Review, 2023. “Training a single AI model can emit as much carbon as five cars in their lifetimes.”
We partner with a diverse range of iconic, high-end fashion and forward-thinking brands, to deliver multichannel commercial content that is always ahead of the curve.
Our expertise extends beyond product photography, lookbooks, still life, campaign imagery and video content. Learn more about us or talk to us how we can help.
