My late wife Sara loved good quality children’s clothing and did an enormous amount of research to find it. But quality doesn’t come cheap - so one day she showed me that a great company called http://www.waddler.co.uk which sold great chidren’s knitwear was having a photo competition - the winner would win $1000 worth of clothes. They just wanted a picture of a child wearing a Waddler product. I won the competition and after that Sara started send the photos I took for that competition to other children’s clothes brands and said we could take similar style photos of children wearing their brands in exchange for free clothes. It worked pretty well! I never posed the children, they just wore the clothes and went about the business of being children.

I never ask them to look at the camera or direct them.