Professional photographer and Sony Artisan Of Imagery Nino Rakichevich has photographed many different Fashion Week events and knows exactly which gear it takes to successfully cover it all. “I like to mostly use Sony prime lenses because I like the wider maximum apertures and sharpness across the frame,” he says. “I also prefer to use available light so I pack fast lenses.” While Rakichevich didn’t make it to the recently wrapped Paris Fashion Week this year, he has had plenty of fashion shoots for events like LA Fashion Week and Kando Trip in 2022. Watch the video below as he shares many of his tips and techniques for photographing Fashion Week and keep reading as he explains each piece of gear in his kit to capture all of the fashion, backstage action and more.
We get a look inside the bag of a veteran fashion pro as he explains how he works in the moment and using available light at the world's biggest fashion shows.
Sony Alpha 1: The Alpha 1’s 50 megapixels is plenty for everything I do. It shoots amazing video and has the latest and best of everything, which I absolutely love and prefer.
Sony Alpha 7 IV: This is the latest full frame camera to come out from Sony and I absolutely love it. It has 33 megapixels which is plenty for editorial fashion and pretty much for everything that I do. It's definitely a great backup camera for my Sony Alpha 1. It also shoots amazing video and I like to use its flip screen when I’m doing that.
Sony 24mm f/1.4 G Master: This is the widest lens that I usually bring with me on a fashion shoot. I mostly use it backstage during Fashion Week because I don't have that much space to back up. If I want to do a full body photo, that lens is as wide as I will go without distorting the model. I also like the fact that it has a 1.4 aperture because I do like to use available light and with f/1.4 I can pretty much shoot in any lighting conditions.
Photo by Nino Rakichevich. Sony Alpha 7R III. Sony 24mm f/1.4 G Master. 1/640-sec., f/1.4, ISO 2000
Sony 24-70mm f/2.8 G Master II: This is actually the only zoom that I bring with me to fashion photo shoots. I loved the first version of this lens, and now I absolutely love the second version. It's definitely a must-have zoom for me for fashion.
Photo by Nino Rakichevich. Sony Alpha 7R III. Sony 24-70mm f/2.8 G Master. 1/1250-sec., f/5, ISO 200
Sony 85mm f/1.4 G Master: I was very excited when Sony came out with this lens because to me, 85mm lens is the perfect focal length for portraits and fashion. It has a 1.4 aperture so it is a fast lens, and it's a G Master so it has the best glass. I love the bokeh it produces and it really blurs out the background well.
Photo by Nino Rakichevich. Sony Alpha 7R III. Sony 85mm f/1.4 G Master. 1/8000-sec., f/1.8, ISO 400
Sony 135mm f/1.8 G Master: I call this one the bokeh king. It’s a must-have lens for every fashion photographer or even wedding photographer. Anyone who really likes bokeh must have this lens. I was very excited when they came out with it and a week after I took it to Paris to shoot fashion and I just absolutely loved it.
Photo by Nino Rakichevich. Sony Alpha 7R III. Sony 135mm f/1.8 G Master. 1/1250-sec., f/1.8, ISO 200
Sony 35mm 1.4 G Master: 35mm is always the focal length that I start any photo or fashion shoot with. It’s my starting point and then I can change lenses accordingly. I actually have all of the Sony 35mm lenses ever made, but this G Master one is the best. It’s very light for all that it does and since it’s f/1.4 it’s a super fast lens.
Photo by Nino Rakichevich. Sony Alpha 1. Sony 35mm 1.4 G Master. 1/5000-sec., f/1.4, ISO 125
Sony 50mm f/1.2 G Master: This is the latest lens I’ve added to my kit. Since it came out, I’ve been using it for all of the portrait work and beauty work that I do. It’s a beautiful lens with amazing bokeh. I go between this and the 85mm.
Photo by Nino Rakichevich. Sony Alpha 7 IV. Sony 50mm f/1.2 G Master. 1/2500-sec., f/1.2, ISO 250
Batteries: I usually bring two extra batteries on a photo shoot and from my experience, that has been enough for a whole day photo shoot for me for fashion.
Blower: In a case I get little dust spots on my sensor, I use this and it’s always worked for me.
Memory Cards: I use a variety of Sony memory cards. I really like the Sony TOUGH cards because I’ve never once had a problem with them.
Lens Cleaning Cloth: I always have one of these with me.
Business Cards: These are especially important to have with me when I go to Fashion Week. I meet a lot of people and a lot of designers and models, so business cards are a must-have. I know some people today don't really have a business card, they will just give their Instagram account or something. Having a business card is definitely more professional and a must-have for any professional photographer.