Michael Greves is the envy of his male friends. The locally based photographer specialises in shooting fashion shows, so not only does he rub shoulders with the world’s most beautiful women, he’s also gets to travel to exotic locations.

Yet, Michael says his life isn’t as glamorous as people may think and he’s happiest cruising around in the custom-made, fully-fitted van he uses as a studio, affectionately called ‘Le Truck’.

I caught up with Michael for an insight into his life as a fashion photographer.

I bet your friends are jealous of your job!

They believe the hype, but the reality is not what it seems. When you’re working with the models you’re not engaging with them on a personal level. You’re there to do a job, you’ve got to shoot them, you’ve got to get out of there, you’ve got to process (the photos), you’ve got to get back to the client.

It’s often difficult capturing the moment even when you have stationary models…getting a good shot on the runway must be really difficult.

You’ve got to shoot for the light first and then it comes to timing – the foot in front, models not blinking as well. You have to keep it as consistent as possible which is often not that hard as the shows don’t always have the biggest lighting budgets.

How did you get into runway photography?

I got into runway photography in 2009 at the GOLD COAST SWIMWEAR FASHION WEEK. Before that it was more like Indy-girl style photography. At first I didn’t really understand fashion, but now I see that shooting beautiful fabric and nice colours really compliments the girl, which in turn compliments the location, which then ultimately compliments the light so you get a good story out of it that provides value for the client you’re shooting for.

You do have fashion in your blood though, don’t you?

Yes, my mother and grandmother are in the fashion industry. My grandmother was one of Australia’s top designers back in the day when you wore the garment once and it all got fitted. My mum is very critical of my work though (laughs), I think I’ve done one shoot for her in ten years.

 You’ve taken photographs at Paris Fashion Week. What was that like?

When I got to Paris they didn’t have a lens for my camera so they said I had to  take the Nikon kit. So first show I was in the deep end, in the mafia of photographers with a camera that I didn’t even know. It was so unfamiliar…at first I hated it!

It was frustrating being at the pinnacle of the whole world fashion scene and then having the challenge of having to work out this camera as fast as possible and the images were being syndicated to Vogue Spain and Grazia France and I had to have confidence handing the memory card over…but I got there!

You have your entire studio in a van. Tell me about ‘Le Truck’.

It took two years to design it and then six months of construction. It’s a media centre, it’s where we do the make-up, it ends up backstage at a lot of shows. I can bring the location to where ever I need to be. The processing is fast and it’s all wired so it’s instant export so the clients can get fast turn around results.

Michael at Sydney Fashion Week 2012

Le Truck

Photos: Michael Greves

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  1. Denny Huitink (Reply) on Thursday 7, 2012

    I do not even know how I ended up here, but I thought this post was good. I don’t know who you are but certainly you’re going to a famous blogger if you are not already 😉 Cheers!

    • admin (Reply) on Thursday 7, 2012

      Haha thanks Denny! So pleased you enjoyed the post! :)

  2. Albert Urso (Reply) on Thursday 7, 2012

    Simply bad photography.


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