A lookbook under pressure — Fashion Week Fall/Winter 2025
JOSIAH TURNER for SCUFFERS, New York Fashion Week, Fall-Winter, 2025
Fashion Week compresses time. Decisions are made quickly, teams move fast, and there’s very little room for adjustment once things are in motion.
Scuffers came to New York in December for Fashion Week. While in the city, they were looking to produce a lookbook and reached out shortly before the shoot. The initial conversation wasn’t framed around hiring a photographer as much as finding someone who could step into the process and work within an existing vision. The final confirmation came the night before.
SEVAH and DANTE LOURENSZ for SCUFFERS, New York Fashion Week, Fall-Winter, 2025
The next morning, we were on set.
The schedule was tight. We had half a day to photograph close to twenty-five looks. In that kind of timeframe, clarity matters more than anything else. The production team was experienced and precise — hair and makeup moved quickly, styling stayed focused, and every department understood the pace required to make the day work.
What stood out most was how clearly the brand’s visual language was already defined. There was no need to build the vision on set or make decisions reactively. The direction was there from the start, which allowed the entire team to concentrate on execution. Under pressure, that kind of preparation is what keeps things moving.
JOSIAH TURNER @akjosii
The cast reflected the same energy. One of the models (Josiah Turner) was completely new to the industry, visiting New York from Alaska for a short time. This lookbook ended up being one of his first professional shoots. A few months later, he had his breakout moment walking for global designer like DSQUARED2 & Polo Ralph Lauren.
Those early stages — before momentum, before visibility — often happen quietly, in fast-moving environments like this one.
Despite the compressed schedule, the day ran smoothly. The set stayed focused, decisions were efficient, and the work unfolded without unnecessary friction. It was a reminder that pressure doesn’t have to feel chaotic when everyone involved understands the goal and trusts the process.
See the whole Lookbook here: Scuffers Lookbook FW2025 New York by Fortiz Studio.